MARKETING/DESIGN/CONSUMER TRENDS/INSPIRATIONS Cognac & Brandy News for Consumers & Industry Experts
Bacardi acquires Banks super-premium rum and cachaca brand Leblon in the same week
Bacardi has purchased the Swiss super-premium rum brand Banks and its portfolio of 5-Island rum, 7 Golden Age Blend and various limited-edition styles. The rum, which is used by some of the most influential bars in major markets across the globe, is crafted from a recipe inspired by the British explorer Sir Joseph Banks, and the secret formula includes a blend of spirits from seven countries and is aged in used bourbon barrels. Founded in 2008 by Arnaud de Trabuc.
Bacardi has acquired the cachaca brand Leblon in a deal that caps several years of shared ownership in the sugar cane spirit producer. Leblon, one of the world’s only global cachaca brands, celebrates its 10th anniversary this year and burst onto the international stage during a campaign to establish cachaca as a recognized category in the U.S. market. Originally created in 2005 under the impulse of Gilles Merlet from Distillerie Merlet & Fils , also creator of Hpnotiq.