Pernod Ricard acquires majority share in Monkey 47 gin
The investment will help Pernod Ricard expand its portfolio in the fast-growing super premium gin sector. It says Monkey 47 perfectly matches rising demand worldwide for craft gin with strong local roots.
David Haworth, managing director of Pernod Ricard Deutschland, said 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,” he said.
Founded by Alexander Stein, Monkey 47 is produced in the Black Forest. Introduced in Germany in 2010, the brand is described 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 craftsmanship”.
It uses 47 plant ingredients, with around a third coming from the Black Forest (such as lingonberries, elderflower, sloes and blackberry leaves). It is now available in more than 50 countries, including the UK and US.
Pernod Ricard’s spirits portfolio includes Beefeater, Absolut, Jameson, and Chivas Regal.
Financial details of the agreement between Pernod Ricard Deutschland and Black Forest Distillers GmbH (Monkey 47’s parent company) have not been disclosed.