The Gin Hub strengthens its portfolio to drive Super-Premium+ Gin boom with confirmation of MALFY purchase

The Gin Hub strengthens its portfolio to drive Super-Premium+ Gin boom with confirmation of MALFY purchase
Acquisition of Italian Gin brand will give The Gin Hub greater portfolio breadth to drive growth in Super-Premium Gin

The Gin Hub, Pernod Ricard’s stand-alone brand company that focuses on the global development of its portfolio of International Premium Gin brands, is expanding its Super-Premium+ range with the addition of MALFY, one of the fastest growing Super-Premium Gin brands in the world[1].

Flavoured Gin is exploding, yet still in its infancy, representing more than 40% of Premium+ Gin growth[2]. MALFY has a distinctive and relevant brand positioning to propel this growth further due to the universal appeal of its Italian provenance, stand-out packaging and memorable bar-call name. The MALFY range delivers four refreshing gins, distilled using the finest ingredients from Italy, including Italian juniper from Tuscany, coastal grown Italian lemons, Italian rhubarb, Sicilian blood oranges and Sicilian pink grapefruit.

Louise Ryan, Managing Director, The Gin Hub, comments: “Gin is booming and premiumising rapidly, with Super-Premium+ Gin the fastest growing segment and growing in volume by 29% per year over the past five years, driven by strong double-digit growth in more than 50 markets[3]. MALFY already has strong growth momentum and complements our existing portfolio of International brands, but what’s really exciting for us is its growth potential within existing markets and through further geographic expansion.” 

Inspired by the Amalfi Coast, MALFY Gin continues to use traditional Italian distilling methods, which are said to date back to the 11th Century, and local botanicals, married with Monviso Water from Crissolo Spring, the highest and purest spring water in Italy.

The acquisition of MALFY by The Gin Hub was confirmed on Thursday 20th June 2019 by the Pernod Ricard Group and is currently available in more than 30 markets worldwide. The full range includes MALFY con Limone, MALFY con Arancia (orange), MALFY Gin Rosa and Malfy Originale.

About The Gin Hub

The Gin Hub is where you will find our collection of wonderful International Gins: Beefeater, Plymouth and Seagram’s (outside of the US) as well as the passionate people behind them. Created in London in July 2017, The Gin Hub was born as a stand-alone company, which now reports to Pernod Ricard UK, to drive the global development of its portfolio of International Premium Gin brands. Nimble and experimental, The Gin Hub is a place where world-class expertise is celebrated, where innovation and ideas are nurtured and where its gin brands can truly thrive.

About Pernod Ricard

Pernod Ricard’s intent is to ‘Bring Good Times from a Good Place’ – to create a more convivial world, a world without excess. As the world’s number 2 premium spirits and champagne company, we provide brands of origin such as Jameson Irish whiskey, Ballantine’s, Chivas Regal and The Glenlivet in the Scotch whiskies portfolio, Absolut Vodka, Beefeater gin, Martell cognac, Red Heart Rum and G.H.Mumm and Perrier-Jouët champagne. Based in France, the company has 86 affiliate operations around the globe – adopting a consumer-centric approach to marketing and doing business in local markets.  In South Africa, Pernod Ricard has been building brands and creating conviviality for 25+ years.  As passionate hosts we bring people together, to connect, share and celebrate in the spirit of conviviality – believing, always, in the virtues of responsible consumption.  As respectful guests, we strive to protect the environments in which we live, to the benefits of our consumers, our business and our planet. Pernod Ricard is listed on Euronext (Ticker: RI; ISIN code: FR0000120693) and is part of the CAC 40 index.

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