Pernod Ricard takes minority stake in wine and spirits company Sovereign Brands

Sovereign Brands is a US family company founded by brothers Brett and Brian Berish, who are ‘among the industry’s most innovative and creative builders of beverage brands, with a proven history of brand creation’. 

Its portfolio includes Luc Belaire, a French sparkling wine; Bumbu, a range of rum products from the Caribbean; Brazilian gin McQueen and French liqueur Violet Fog and Villon. New brands and portfolio extensions are expected in 2022 and beyond.

The investment is described as ‘a first step of a long term partnership’ aimed at creating business opportunities between Sovereign Brands and Pernod Ricard in the future, such as exploring potential common industrial and commercial projects.

The two groups will continue to operate independently with Sovereign’s day-to-day operations, management, and distributor network remaining unchanged.

“Sovereign Brands has demonstrated exceptional innovation and marketing skills. We are thrilled to partner with Brett and Brian Berish, two of the most innovative entrepreneurs of our industry”​ says Alexandre Ricard, CEO of Pernod Ricard.