La Martiniquaise-Bardinet has taken full ownership of Dutch alcohol-free cocktail brand Sir James 101.
Financial terms were not disclosed.
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The French drinks group acquired a minority stake in Sir James 101 three years ago and has now bought full control of the brand from Brand Captains, which founded the group in 2019.
According to a statement from La Martiniquaise-Bardinet, Sir James 101 is “the market leader” by volume in Belgium, “and ranks third in the Netherlands”.
The brand is also sold across the US, UK, France, Switzerland, and Italy.
Cyril Cahart, managing director of La Martiniquaise-Bardinet France and the CEO of La Martiniquaise Benelux, said: “Over the past few years, Sir. James 101 has taken on an increasingly significant role within our portfolio, making this a logical next step for both companies.
“The alcohol-free cocktail and festive category continues to show strong growth, both within the Benelux and internationally. Therefore, the continued international development and growth of the non-alcoholic portfolio within the group is of strategic importance.”
La Martiniquaise-Bardinet told Just Drinks that it plans “to position Sir James 101 as a truly global brand”, selling it through “all key distribution channels, including on-trade, off-trade and travel retail”.
The Cutty Sark whisky owner said in its statement it also planned to expand the brand into Austria, Ukraine, Germany and Poland.
Sir. James 101’s products are produced at Sodiko, a Belgian drinks producer which is owned by La Martiniquaise-Bardinet, the group added.
The acquisition adds to La Martiniquaise-Bardinet’s existing non-alcoholic portfolio, which includes D’Artigny Sparkling, Venezzio Spritz RTD and Warner’s non-alcoholic gin range.
Lieven Stevens, the managing director at La Martiniquaise Benelux, said Sir James 101’s previous owner Brand Captains would still be” involved in supporting export activities in close collaboration with all sister companies or export departments”.
In May, the group took a 40% stake in Spanish company Street Liquors, producer of the Plata o Plomo brand, with an option to increase its holding within three years.
