Diageo Acquires Premium Aperitif Belsazar
Drinks giant Diageo has announced the acquisition of Belsazar, a German premium aperitif, which was launched in 2013.
The company, which owns brands such as Johnnie Walker, Tanqueray and Guinness, says that this move will help strengthen its position in the aperitif segment, and allow for the expansion of the Belsazar brand across Europe.
Belsazar is made from selected grapes, including Pinot Noir, infused with herbs and fruit brandy, and is designed to be consumed as an aperitif served with tonic, or as part of a cocktail.
It is currently sold at nearly 1,000 on-trade outlets in Germany and the UK, with four varieties - red, white, dry, and rosé.
Diageo is acquiring Belsazar through Distill Ventures, a company that provides investment and support for spirits brands.
Distill Ventures has significantly grown its portfolio since its launch in 2013, and receives funding from Diageo to invest in growing brands.
“Belsazar was one of the first Distill Ventures investments and we’ve worked closely with the founders over the past four years," said Frank Lampen, CEO of Distill Ventures.
"This first acquisition is therefore a very exciting moment for us, Diageo and the Belsazar team."
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.