MARKETING/DESIGN/CONSUMER TRENDS/INSPIRATIONS Cognac & Brandy News for Consumers & Industry Experts
Today an interesting thing is unfolding in the world of big money where shares of faceless big companies are taking overs of each other making the spirits industry even harder for small brands. Today Bloomberg and Goldman Sachs are announcing possible change of hands for Beam Inc. Beam Inc is the owner of multiple brands of spirits including Courvoisier Cognac. Potential companies predicted to take over are the two European spirits companies Pernod Ricard or Diageo. In both cases, it makes for an interesting scenario. In the case of Diageo, they already own multiple agreements and business shares of Hennessy Cognac in association with LVMH. A take over Courvoisier from Diageo would create some tensions for sure. On the other hand, Pernod Ricard is the well known owner of Martell, now the 2nd largest cognac company. If PR was to take over Courvoisier – what would happen!
I can hardly imagine what it must be to manage one of these Houses but two!! There would be certainly some difficult decisions and it may not be in the advantage of Courvoisier.
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