Pernod Ricard’s keenness to cash in on the burgeoning craft gin trend has come to the fore after the drinks giant announced today that is has acquired German gin brand Monkey 47.
The maker of Absolut and Beefeater has taken a majority stake in the hipster favourite, as it looks to bolster sluggish sales of its current gin brands.
Made in the Black Forest, Monkey 47 is made from 47 handpicked plant ingredients such as lingonberries and elderflower.
Alexandre Ricard, chairman and CEO of Pernod Ricard, said he had been watching the brand since launch in 2011 and called Monkey Read full story ›
Source: The Drum
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