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Bacardi Limited buys St-Germain liqueur
Bacardi Limited buys St-Germain liqueur

Bacardi Limited buys St-Germain liqueur

MARKETING NEWS - Jan 14th, 13:42

Bacardi Limited has announced the acquisition of St-Germain artisanal elderflower liqueur and plans to expand the brand's reach internationally.

Robert Cooper, the creator of St-Germain and president of The Cooper Spirits Company, will remain as the brand's 'guardian' and continue to work with Bacardi on St Germain's bartender development and recognition programs.

"With Bacardi's help, St-Germain can now become a truly international brand. That's something that would have been difficult for me to achieve as a small, creative brand-building company," said Cooper.

According to Bacardi Limited, St-Germain is one of the fastest-growing spirits brands in the United States and the purchase will be an enhancement to its current portfolio.

"St-Germain is set to follow other successful Bacardi acquisitions of cutting-edge brands – Grey Goose super-premium vodka, Bombay Sapphire gin and Patrón tequila, in which Bacardi owns a significant minority stake," said Bacardi Limited vice chairman, Barry Kabalkin.

In Australia, St-Germain is imported and distributed by Vanguard Luxury Brands, something that director James France stresses will remain "for the interim and foreseeable future".

"We congratulate Robert Cooper on the wonderful job he has done in creating such an iconic brand in such a short time. Vanguard is proud to have launched St-Germain with such success in Australia and we are looking forward to continuing to work closely with Cooper Spirits on their other brands," said France. 

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