La Martiniquaise-Bardinet has taken a 40% stake in Spanish company Street Liquors, which produces the Plata o Plomo brand.
According to local Spanish news outlet El Periódico, the investment has taken place through the Bardinet business, which is part of La Martiniquaise-Bardinet.
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La Martiniquaise-Bardinet confirmed the details in the El Periódico report with Just Drinks.
The publication reported the deal offers “a three-year purchase option”, which could offer Bardinet the opportunity to increase its stake, depending on how the business performs within that period.
The financial details of the deal were not disclosed.
In a post on LinkedIn, Bardinet’s Spanish arm, based in Barcelona, said Plata o Plomo was set up by siblings Belate and Iñaki Beunza in 2019.
“They maintain the creative and operational direction of the project,” the post said.
Plata o Plomo’s liqueur is priced at €15.75 ($18.34) for a 70cl bottle on its website. It is also sold on Amazon in Spain at €24.99 for 100cl.
Bardinet said in the El Periódico report that its investment was linked to its “strategy to identify and strengthen brands with high growth potential”.
In its LinkedIn post, the group added that Plata o Plomo was “unlike anything on the supermarket”.
The Beunza siblings told Just Drinks: “We believe that with Bardinet’s investment, we will experience exponential growth.”
Street Liquors mainly sells its drinks in northern Spain. The Beunzas added that selling abroad “is a medium-term goal for us”.
They also said the business has “made some initial forays into a few countries”.
“The reception is good but we lack depth,” they said.
Street Liquors initially became known for its strawberry Tequila. However, the Beunzas confirmed to Just Drinks it only sells the Plata o Plomo liqueur brand.
In its social media post, Bardinet España added: “At Bardinet, we believe that the future of spirits is written with both hands: one holds the heritage of more than 160 years distilling, brands such as Negrita, Marie Brizard, Pujol, CuttySark and the recent incorporation of Cacique and the other has to be free to bet on young, original and, yes, a little rogue projects.”
La Martiniquaise-Bardinet acquired the Cacique Venezuelan rum brand from Diageo via its Spanish Bardinet arm in January last year.
Bardinet’s portfolio in Spain includes brands such as Bericho vermouth, Bonet herbal liqueur and Dillon rums.
