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Pernod Ricard snaps up German premium gin brand Monkey 47

Published:  29 January, 2016

Pernod Ricard has bought a majority stake in leading German craft gin brand Monkey 47, the French drinks giant announced today.

The deal, which was inked between the brand's owner, Black Forest Distillers, and Pernod Ricard Deutschland, will see the super premium Monkey 47 join a gin portfolio that currently includes Seagram's and Beefeater.

Alexandre Ricard, chairman and chief executive of Pernod Ricard, said the company had been watching the growth of Monkey 47 for the past five years.

"There are moments in life in which you know immediately that you have found a jewel," he said. "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."

David Haworth, managing director of Pernod Ricard Deutschland, said: "Pernod Ricard and Monkey 47 are a natural fit. The high-quality gin fits Pernod Ricard perfectly and Monkey 47 is seen as a cult brand by many bartenders."

Alexander Stein, chief executive of Black Forest Distillers and founder of Monkey 47, said: "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.

Monkey 47 gin

"Pernod Ricard is a companion who respects passion for brands, lives it and regards it as essential."

Monkey 47 takes its name from the number of botanicals used in its distillation, around a third of which come from the Black Forest, including  spruce tips, lingonberries and blackberry leaves.

It is currently available in over 50 countries worldwide.

Pernod Ricard plans to extend its reach both internationally and in the domestic German market.

Monkey 47 is currently distributed in the UK by the Spirits Cartel.