Bacardi buys St-Germain

08 January, 2013

Bacardi today announced plans to "internationalise" the elderflower liqueur St-Germain, after buying the brand from Cooper Spirits International.

Bacardi, a privately owned group, has not disclosed the size of the deal but said the founder of the France-produced liqueur, Robert Cooper, will continue as ‘brand guardian’ and spokesperson.

Facundo L Bacardi, chairman of Bacardi said: “St-Germain is one of the most exciting brands in the industry today. Since its launch only six years ago as a modern liqueur with a delicious and distinctive taste, St-Germain has stayed true to its French craftsmanship, engaged the bartending community in a way that few spirits brands have, and won some of the industry’s most prestigious awards.”

The brand - which already has a presence in 50 US states and distribution in Europe and selected markets in Latin America and Asia - has now been targeted for further global development, in line with Bacardi’s portfolio of premium and super-premium brands.

Barry Kabalkin, vice chairman of Bacardi said: “St-Germain is set to follow other successful Bacardi acquisitions of cutting-edge brands - Grey Goose super-premium vodka, Bombay Sapphire gin and Patrón tequila, in which Bacardi owns a significant minority stake.

“We are thrilled to add St-Germain to our highly focused portfolio of iconic brands and honoured to be working with Rob Cooper who is one of the industry’s most successful innovators.”

Cooper, with Bacardi’s backing, has now been tasked with growing the brand's already established bartender development and recognition programs.

He said: “With Bacardi’s help, St-Germain can now become a truly international brand. That’s something that would have been difficult for me to achieve as a small, creative brand-building company.

“Bacardi understands the critical importance and stature of mixologists in the spirits industry and will further develop the initiatives we have started. With the resources of Bacardi, this is really exciting.”

St-Germain is described by Bacardi as a “handcrafted artisanal French liqueur made from 100% fresh, hand-selected elderflowers that blossom in Europe once a year”.

According to the US-headquartered group, elderflower blossoms are “quickly macerated to capture freshness and enhance the fruit-driven character”.

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