St Germain pours into Miami

St Germain pours into Miami

Steve’s breakdown: It’s time for your yearly call to Bacardi to congratulate them for yet another purchase. This is a sexy one too and we suspect the coming ad campaign will be the same.

MIAMI, FL: Bacardi is all set to purchase St Germain liqueur brand from Cooper Spirits International, a New York-based independent and privately held alcoholic beverage company, for an undisclosed amount.

According to industry data source International Wine & Spirits Research (IWSR), St Germain sales grew by more than 50% to nearly 77,000 cases throughout the world in 2011 and its sales are expected to reach 100,000 cases in 2012, which forced Bacardi to show interest in the brand.

Post acquisition, Cooper will not own any stake in the brand, but will serve as brand protector and consultant to Bacardi, reported The Miami Herald.

Bacardi North America president Robert Furniss-Roe told the website that they have the ability to grow new and up- coming brands.

“St-Germain is a great complement to our portfolio. We don’t have anything like it. We see a very long runway in front of St-Germain,” he added.

St Germain will join Bacardi’s super premium brand portfolio including Bombay gin, Grey Goose Vodka and recently purchased Patron tequila.

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