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Pernod buys majority share of Monkey 47
French drinks giant Pernod Ricard has announced it has acquired the majority stake in German gin brand, Monkey 47.
Pernod Ricard and Monkey 47’s makers, Black Forest Distillers, signed the agreement this week in Berlin and it is now subject to approval from competition authorities.
In a statement, Pernod Ricard said the acquisition was further investment in the “fast growing” super premium gin category.
Alexandre Ricard, CEO of Pernod Ricard, 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.”
Alexander Stein, founder of Monkey 47, added: “The partnership with Pernod Ricard was a personal decision. The company led by Alexandre Ricard distinguishes itself especially through a strong entrepreneurial character, a decentralised organisation and a global presence.
“Pernod Ricard is a companion who respects passion for brands, lives it and regards it as essential.”