New spirits group Magellan & Cheers has announced the acquisition of Spanish vermouth brand Perucchi.
The new group is founded and led by Jean-Noël Reynaud, which has an international career of more than 30 years in companies such as Remy Cointreau, Coca-Cola, Lactalis, and Marie Brizard.
Perucchi is a brand with 150 years, known especially for its vermouth that is made from wines, mistelles, herbs, plants and roots, although the company offers a wider range of beverages.
Jean-Noël Reynaud said: “Perucchi is one of the real gems of the spirits market. It is a brand that can boast of its history and which has managed to grow without forgetting its artisan, sustainable and local values. Indeed, the same ageing tanks and vats installed when the company was founded are still used today to age the vermouth. It is now time to encourage the brand and enable it to reach a much wider market without changing its DNA”.
The group plans to expand the brand, in a first stage to make it available in international markets such as US and Italy and also in high-end supermarkets, e-commerce and specialised wholesalers.
The financial details were not disclosed.
Source: Foodretail / The Drinks Business