French distiller La Martiniquaise-Bardinet has bought Generous Gin and Island Signature Rum owner Ôdevie Creative Spirits Company.
The financial details of the deal were not disclosed.
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La Martiniquaise-Bardinet said the “strategic” deal would diversify its portfolio and meet increasing consumer demand in the “crafted in France” category.
“We are very excited to welcome Generous Gin and Island Signature Rums in our portfolio. These premium brands, created and developed by Ôdevie, will be very strategic to enrich our offer to our partners in the liquor store and on-trade channels,” Cyril Cahart, the operational managing director for France at La Martiniquaise-Bardinet, said.
“These two brands benefit from an excellent market dynamic and perfectly meet the consumer expectations for ‘crafted in France’ premium spirits for Generous Gin and exploration of different origins for Island Signature Rums.”
Ôdevie Creative Spirits Company, which is based in Paris, was set up in 2010 by Thibault de la Fournière. He said the business wanted to speed up its growth.
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By GlobalData“Our DNA is the creation of premium spirits brands for liquor stores and on trade. Generous Gin and Island Signature Rums have been acclaimed by consumers. In 2022, after a strong 2021 year, we decided that it was necessary to find a new growth driver to accelerate our development,” de la Fournière said. “We have shared with La Martiniquaise-Bardinet teams the passion for ‘à la française’ spirits and are very proud to entrust our brand portfolio to the expertise of their international teams. We wish them success and much pleasure.”
Also based in Paris, La Martiniquaise-Bardinet has 50 production sites and owns its route to market in 11 countries. It sells in more than 150 markets. The company employs 3,400 people and has an annual turnover of €1.4bn (US$1.54bn). Its stable of brands includes Cutty Sark whisky and Poliakov vodka.
Last year, La Martiniquaise-Bardinet introduced Bardinet Coffee to the UK, in an attempt to capitalise on consumer interest in coffee-flavoured spirits and liqueurs in the country.
