Brown-Forman has doubled the size of its gin portfolio with the Gin Mare brand joining the Fords Gin brand.
The transaction, announced today, comes just over three years after the group, best known for its Jack Daniel’s American whiskey brand, made its gin entry with Fords. When contacted by Global Drinks Intel, a spokesperson for the company declined to disclose the sum paid for the Spanish gin brand.
Included in the purchase from Vantguard and MG Destilerías is the namesake expression as well as Gin Mare Capri, a bergamot-and-lemon sourced extension launched last year.
MG Destilerías, which is based on Spain’s southeast coast, will retain production responsibilities for what has been described by Brown-Forman as “the largest ultra-premium gin brand in the world”.
A 750ml of Gin Mare retails in the US for around US$40.
A report in Global Drinks Intel magazine earlier this year found that the gin-drinking population in the US on-premise channel is “disproportionately male”.
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