Pernod Ricard has agreed to buy a majority-controlling share in the dry-gin brand Monkey 47, which is produced in Germany by the Black Forest Distillers company, in the region bearing the same name.

 

The agreement was signed earlier this week in Berlin, although the deal is still subject to regulatory approval by the relevant competition authorities.

 

The acquisition launches Pernod Ricard into the super premium gin category, with Monkey 47 already enjoying good success in recent years.

 

Commenting on the investment, Alexandre Ricard, the Chairman and 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”.

 

David Haworth, Managing Director of Pernod Ricard Deutschland, added: “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.

 

“We want to not only develop the brand further in Germany, but also to expand Monkey 47 globally in the future.”

 

Monkey 47’s founder and the CEO of Black Forest Distillers Alexander Stein also welcomed the partnership with Pernod Ricard: “The partnership with Pernod Ricard was a personal decision,” he said.

 

“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.”