Spiribam, the spirits department of French conglomerate Groupe Bernard Hayot, has taken a majority stake in Alcools de Luxe, the mother or father firm of French vodka model Le Philtre.
The worth of the sale was not disclosed.
The “historic companions” of Alcools de Luxe retain a minority stake following the deal, Grégoire Gueden, CEO of Spiribam advised Simply Drinks.
They embody Le Philtre co-founders of Guillaume Rappeneau, businessman Charles Beigbeder, his brother and writer Frédéric Beigbeder, in addition to Philippe Austruy, the deputy basic supervisor of Vignobles Austruy, Gueden mentioned.
They may “will proceed to play an lively position alongside us”, he added.
The deal will see the vodka model “built-in into Spiribam’s industrial and advertising organisation, benefitting from the synergies of its portfolio and world community”, a joint assertion mentioned.
On this assertion, Gueden mentioned: “Welcoming Le Philtre Vodka into our portfolio is a part of a broader strategic dedication to diversification. We’re satisfied that this distinctive, dedicated, and premium model will discover its rightful place inside our ecosystem.
“We’ll mobilise our industrial power, advertising experience and worldwide community to help its progress and visibility worldwide.”
Following the transaction, the model’s co-founders will nonetheless work for the corporate with Spiribam, taking over a “inventive and strategic advisory position”, the assertion mentioned.
Managing director Camille Sebbag-Barjon may also be part of Spiribam and “will proceed to supervise the model whereas making certain inside strategic alignment”.
Reflecting on the information, the founding staff of Le Philtre, mentioned: “Becoming a member of Spiribam – a household group like ours, guided by robust values and a long-term imaginative and prescient – was a pure alternative.
“Their advertising experience and world distribution community present an distinctive springboard for our vodka to proceed its mission in France and overseas.”
Spiribam is concerned within the manufacturing and world advertising of GBH’s spirits merchandise in over 60 nations. Manufacturers within the portfolio embody Rhum Clément, Bounty and Chairman’s Reserve.
It additionally owns the liqueur model Joseph Carton, which it acquired in 2021.
Based in 2020, Le Philtre specialises in bottled natural wheat vodka, which it produces the Charente area in Nouvelle-Aquitaine, south-western France.
Its drinks are offered in 9 nations, together with France, the UK, Italy and Switzerland.
In France, Le Philtre is on the market in 300 sale factors, together with specialty retailers like La Grande Épicerie, Kaviari and Duclot.
