BACARDI RUM | MOET AND HENNESSEY | BROWN-FORMAN 

PERNOD RICARD | SUNTORY HOLDINGS LTD | DIAGEO PLC

Bacardi Rum 

  • largest privately held family owned spirits company in the world 

  • founded in 1862 

  • family owned for 7 generations 

  • employs over 6000 people, manufactures at 29 facilities in 16 markets 

  • sales in 150+ markets 

  • 20 million bottles per year 

  • 2007 > Sales were $5.5 billion

  • 2015 > laid off 10% of the workforce 

  • headquarters in Bermuda

  • 16 member board of directors led by Facundo, great reat grandson of the founder

  • 1993 > merged with Italian brand Martini and Rosso. Creating the Martini-Bacardi group

  • originally known for its Bacardi Rum

  • portfolio includes more than 200 brands and labels 

  • core portfolio is based on white spirits 

  • each brand has its own website aimed at target consumers 

Brands 

Gin - Saphire Gin 

Vodka - Grey Goose, NZ 42 below, Eristoff 

Cognac - Otard 

Rum - Bacardi 

Scotch - Dewars 

Vermouth - Martini

Sparkling wines - Martini

Moet and Hennessy 

  • drinks divison of LVMH. 

  • LVMH French multinational luxury goods conglomerate

  • headquarters in Paris 

  • company formed in 1987 

  • merger of Moet and Chandon and Hennessy Cognac

  • Control 60 subsidiaries that each manage a small number of prestigious brands

  • oldest brand is Chateau d'Yuem - 1593

  • LVMH owns 66% and Diageo 34% 

  • Diageo would like to take full control, give them a wholly-owned major cognac brand. extra route into the Asian market

  • Hennessy worlds largest selling cognac both in value and volume

  • growth continues in China

  • brand is strong in Taiwan, Vietnam, Malaysia

  • new markets being developed in Nigeria 

Brands 

​Cognac - Hennessy

Vokda - Belvedere

Rum - 10Cane 

Chinese white spirit - Wenjun

Scotch - Glenmorangie 

Scotch Islay - Arberg 

Brown - Forman 

  • one of the largest American-owned companies in the spirits/wine business

  • based in Kentucky

  • manufactures several well-known brands

  • 2012 > 3.6 billion in sales 

  • Brown family control more than 70% of voting shares 

  • founded in 1870 by George Garvin Brown

  • committed to brown spirits

  • focus on Whiskey from the USA 

  • sale growth due to JD line extensions eg JD honey and RTD offerings 

Brands 

Tennessee - JD

Liqueur - Chambord 

Tequila - El Jimador 

Canadian - Canadian Mist 

Diageo 

  • British multinational beverage company

  • headquarters in London

  • CEO - Ivan Menezes 

  • largest producer of spirits 

  • major producer of beer

  • largest in terms of profit and turnover 

  • sales in 180+ countries 

  • "DIA" - day "GEO" world > pleasure every day, everywhere 

  • weakness > no major Cognac brand, disadvantage in Asian markets 

  • owns 33% of MH - drinks divison on LVMW

  • purchased Yen Raki, Turkish distillery - route into the turkish market

  • controlling interest in Chinese premium white spirit > Shui Jing Fang 

  • aims to gain controlling share in UN of India, largest in terms of case sales 

Brands 

Vodka - Smirnoff (best selling, Ketal 1, Croc

Irish Whiskey - Bushmills

Scotch - Johnnie Walker (best selling blended)

Liqueur - Baileys (best selling liqueur)

Guinness - (best selling stout)

Tequila - Don Juilo

Rum - Captain Morgan

Gin - Tanquery

Pernod Ricard 

  • French company producing distilled beverages

  • 2nd largest spirirt company 

  • eponymous products PERNOD and RICARD - pastis

  • created from Pernod Fils company, had produced Absinthe

  • world wide congolometerate 

  • 2005 > acquired Britsh based competitor - Allid Domecq 

  • 2008 > bought Swedish based group incl: Absolout 

  • after its purchase of Absolut the focus was paying off its debt, sold off non-core brands

  • India is the company's third largest market in terms of value 

  • local Scotch and Indian whiskies, vodka, rum and flavoured spirits that are important to specific markets, not available globally.

Brands 

Vodka - Absolut 

Blended Scotch - Chivas Regal 

Single Malt - Glenlivet

Rum - Havana Club 

Indian Whisky - Imperial blue 

Irish Whiskey - Jamesons 

Suntory Holdings LTD 

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  • American manufactuer of spirits

  • head quarters in Chicago 

  • it is a subsidiary of Suntory beverages and Food LTD 

  • company was est as Beam Inc in 2011 as a distinct entity from the remained or fourtune brands holding company

  • 2014 > Suntory bought Beam for $16 billion 

  • 3rd largest premium spirirt company 

  • objective to be the worlds fastest growing premium spirit company 

Brands 

American Whiskey - Jim Beam, Makers Mark, Knob Creek

Scotch - Laphroaig, Bowmore, Ardmore

Canadian - Canadian Club

Japanese - Hibiki, Yamazaki 

Tequila - Sauza 

Cognac - Courvoisier 

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