Pernod Ricard Sells Bisquit Cognac To Distell For $39 million

It has been confirmed that Pernod Ricard has sold its Bisquit Cognac brand to the South African wine and spirit group, Distell. This is the first global acquisition by Distell and Bisquit Cognac brand was acquired from Pernod Ricard for $39 million dollars. Pernod Ricard has one of the most prestigious brand portfolios with brands such as : Martell Cognac, ABSOLUT Premium Vodka, Beefeater Gin, Chiva Reagal, Havana Club Rum, among many others.

Distell Group Limited is South Africa’s top producer of wines, spirits and RTDs (Ready-To-Drinks). When it comes to Cognac Pernod Ricard like to focus mostly on Martell Cognac and this might be one of the reason they decided to sell off the Bisquit Cognac brand. The transaction includes a distribution agreement covering France, Belgium, Switzerland and Luxembourg. Current distribution arrangements in the other countries will remain in place for a transition period.

Jan Scannell, Distell’s managing director said Bisquit Cognac will be a top priority in Distell’s world and it will be the cherry on top along with Amarula. Distell’s flagship, Amarula Cream Liqueur is South Africa’s most widely distributed alcoholic brand, sold in more than 100 countries.

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