France: Pernod Ricard acquires majority share of Monkey 47 gin
The French wine and spirits company Pernod Ricard has announced that it is acquiring a majority share in the dry gin brand Monkey 47 from German firm Black Distillers, subject to approval by the competition authorities.
Promoted as “a genuine Black Forest dry gin”, Monkey 47 is decribed as “a batch distilled and handcrafted gin that fuses British traditions, the exoticism of India, and the purity and originality of the Black Forest with masterly craftmanship”. A third of the ingredients used to flavour the gin are said to originate from the Black Forest, including spruce tips, lingonberries, elderflower, sloes and blackberry leaves, to name.
Commenting on the acquisition, Pernod Ricard said that the move would enable it to expand its portfolio further into the fast growing super premium gin category.
Alexandre Richard, chairman and chief executive of Pernod Richard, said: “Since 2011 we have admired the development of Monkey 47 and we are pleased to be able to shape the future of that fantastic brand together with our partner. There are moments in life in which you know immediately that you have found a jewel. And Monkey 47 is a jewel, perfectly matching the rising worldwide demand for craft gin with strong local roots. We share the same values that have driven the success of Monkey 47, such as authenticity, entrepreneurial spirit and passion for quality”.
David Haworth, managing director of Pernod Ricard Deutschland, added: “Pernod Ricard and Monkey 47 are a natural fit. The high-quality gin fits Pernod Ricard perfectly and Monkey 47 is seen as a cult brand by many bartenders. We want to not only develop the brand further in Germany but also to expand Monkey 47 globally in the future”.
Source: Pernod Ricard