Mast-Jägermeister takes stake in German gin brand

Family owned German alcohol producer Mast-Jägermeister has made its first “strategic investment” in another brand, taking a stake in Hamburg-based gin brand Gin Sul.

L-R: Stephan Garbe, founder of Gin Sul and Michael Volke, CEO of Mast-Jägermeister

The producer of herbal liqueur Jägermeister acquired a stake in Gin Sul on 1 July. Gin Sul, which is sold in an earthenware bottle, has botanicals including juniper, Portuguese lemons, rosemary and allspice.

It will remain as an independent company with founder Stephan Garbe continuing on as managing director. Gin Sul is currently available in 13 countries and has produced limited edition gins which include a Ruby Port barrel-aged gin and a Moscatel barrel-aged gin.

Michael Volke, chairman of the executive board of Mast-Jägermeister, said: “Gin Sul is more than an outstanding dry gin in a distinctive bottle, it is a brand that inspired longing and desire.

“Such authenticity and passion are very rare and, in my opinion, that combination is what drives Gin Sul’s success.

“I am certain that this partnership will result in great things and that we can both learn a lot from each other”.

Stephan Garbe, founder of Gin Sul, added: “In order to be successful as a relatively young company on a long-term and international basis, we need an experienced partner.

“It was always clear to me that really only a family business can understand the soul of Gin Sul. For me, Jägermeister is this company – we now have a unique opportunity to learn from the best”.

The size of Jägermeister’s stake has not been disclosed, nor has the money it has invested.

In 2016, fellow German gin brand Monkey 47 was snapped up by Pernod Ricard in order to “further its investment in the ‘fast growing’ super premium gin category”.