View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. News
September 6, 2022

Brown-Forman reaches for gin brand Gin Mare

Until now, the US spirits major’s presence in gin centred on the London Dry brand Fords Gin.

By Dean Best

Jack Daniel’s and Finlandia owner Brown-Forman has moved to bolster its position with gin, snapping up the Spanish gin brand Gin Mare.

The US-based spirits major has struck a deal with Gin Mare’s owners, the distillers Vantguard and MG Destilerías. Financial terms were not disclosed.

Until now, Brown-Forman’s presence in gin centred on the London Dry brand Fords Gin.

Announcing the deal today (6 September), the company described Gin Mare as “the world’s number one, ultra-premium gin”. The transaction also includes the Gin Mare Capri line extension launched earlier this year.

Brown-Forman’s president and CEO Lawson Whiting said the products are “excellent complements” to the group’s “super-premium portfolio”.

He added: “Gin Mare and Gin Mare Capri are unique gin brands with impressive sales growth and strong distribution in important European markets. We believe this exciting acquisition enhances our capacity to deliver meaningful global growth for the long term.”

Gin Mare was founded in 2010 by the Giró family behind MG Destilerías, as well as Alfonso Morodo and Antonio Pardo of Vantguard.

In a joint statement, MG Destilerías CEO Manu Giró and master distiller Marc Giró said: “Brown-Forman is the perfect partner to bring Gin Mare to more consumers and bartenders around the world while keeping the brand’s commitment to producing a unique, high quality, Mediterranean gin.”

Gin Mare will continue to be produced at MG Destilerías in Vilanova i la Geltrú, a fishing village in Spain. The transaction is expected to close within 60 business days, Brown-Forman said.

A second joint statement from Vantguard co-CEOs Morodo and Pardo read: “Our motto at Vantguard is to create brands that are alive with soul and aim to put a sparkle in our customers’ eyes. It’s been a thrill to watch consumers embrace our brand, and we are excited about the future for Gin Mare with Brown-Forman’s resources and capabilities behind it.”

Vantguard’s spirits portfolio includes Curado Tequila, Flaming pig Irish whiskey and another gin brand, Ginraw.

Emerging markets mean gin isn’t yesterday’s news

Related Companies

Topics in this article:
NEWSLETTER Sign up Tick the boxes of the newsletters you would like to receive. The top stories of the day delivered to you every weekday. A weekly roundup of the latest news and analysis, sent every Monday. The industry's most comprehensive news and information delivered every quarter.
I consent to GlobalData UK Limited collecting my details provided via this form in accordance with the Privacy Policy
SUBSCRIBED

THANK YOU

Thank you for subscribing to Just Drinks