French distiller Pernod Ricard took complete ownership of gin brand Monkey 47 by acquiring remaining stake in the company for an undisclosed sum. The world’s second-largest distiller acquired a majority stake in Monkey 47 in 2016 through its German affiliate. The Monkey 47 brand of gin is manufactured by Black Forest Distillers.
Monkey 47 is produced in Schaberhof, Germany by infusing 47 plant ingredients from Germany’s Black Forest region, some of which include elderflower, lingonberries, spruce tips, sloes and blackberry leaves.
Founded in 2010 by former Nokia executive Alexander Stein, the German dry gin brand is now available in over 100 countries. Black Forest Distillers brought Monkey 47 to the Indian market in 2017. Stein said that he would continue to remain a key part of the brand’s development.
“The agreement is the logical consequence of the brand’s progress following the partnership with Pernod Ricard. I would like to thank Pernod Ricard for walking the talk. It has been a fantastic journey and I look forward to personally contributing to Monkey 47’s future trajectory,” he said.
Pernod Ricard has been actively acquiring stakes in many promising brands as it continues to expand its global portfolio. In 2020, it invested in the Japanese gin brand Ki No Bi Kyoto Dry Gin and Italy’s bergamot-infused aperitivo brand Italicus.
“This partnership is a clear example of Pernod Ricard’s ability to incubate small independent distilleries while respecting entrepreneurial freedom and the brand’s core values. However, Monkey 47’s success story would not have been possible without Alexander Stein’s trust, authenticity and entrepreneurial spirit, for which I am grateful,” said Chairman and CEO of Pernod Ricard, Alexandre Ricard.
Monkey 47 will compete with other brands from the Pernod Ricard stable – Beefeater, Malfy, Plymouth, and Ki No Bi Kyoto Dry Gin.
Source: Economic Times