Pernod captures Monkey 47

Pernod Ricard has announced the acquisition of a majority share in German “cult gin" Monkey 47.

The deal, the size of which has not been disclosed, will close subject to approval by competition authorities.

Pernod Ricard said the acquisition will help it to exploit the growing super-premium gin category and hopes to build the brand globally.

Monkey 47 has grown to be a bartender favourite in recent years. In Drinks International’s World’s 50 Best Bars Annual Report 2016, which polled 100 of the world’s best bars, it was named the fifth best-selling gin brand.

Alexandre Ricard, chairman & CEO of Pernod Ricard, said his company has “admired the development of Monkey 47” since 2011.

He said: “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, CEO of Black Forest Distillers, 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.

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