La Martiniquaise-Bardinet has raised its minority holding in alcohol-free cocktail RTD brand Sir James 101 to full ownership – its second stake purchase in five weeks.
The group, which bought into Spanish start-up Street Liquors at the start of June, confirmed today (9 July) that it has secured outright control of the non-alc namesake brand from its founding company, Brand Captains. The transaction, for an undisclosed sum, builds on the company’s minority stake in Sir James 101 that was secured three years ago.
The brand, which was founded in 2019, is the market leader in Belgium by volume and sits third in the Netherlands, according to La Martiniquaise-Bardinet.
“This is an important and exciting step for La Martiniquaise,” said La Martiniquaise-Bardinet’s France MD & Benelux CEO, Cyril Cahart. “Over the past few years, Sir James 101 has taken on an increasingly significant role within our portfolio, making this a logical next step for both companies.
“The alcohol-free cocktail and festive category continues to show strong growth, both within the Benelux and internationally. Therefore, the continued international development and growth of the non-alcoholic portfolio within the group is of strategic importance.”
Last month’s transaction, for a 40% stake in Street Liquors, gave the France-headquartered La Martiniquaise-Bardinet exposure to the Plata o Plomo liqueur, which is “made from tropical fruit juices with a slightly spicy touch”.
