La Martiniquaise-Bardinet has snapped up mocktail brand Sir James 101, after buying a minority stake in the company three years ago.
France’s second-largest spirits group, La Martiniquaise has helped the brand accelerate its growth across Benelux and international markets. The Sir James 101 brand is one of Europe’s top five non-alcoholic RTD brands, according to IWSR data, and has now started to launch into travel retail.
La Martiniquaise France managing director and Benelux CEO Cyril Cahart called the acquisition an “important and exciting step” for the group, given the growing “strategic importance” of non-alcoholic brands to its portfolio.
“Over the past few years, Sir. James 101 has taken on an increasingly significant role within our portfolio, making this a logical next step for both companies,” he said.
“The alcohol-free cocktail and festive category continues to show strong growth, both within the Benelux and internationally.”
The buyout will see founders Vincent Yilmaz and Rambert de Lange step back from domestic operations to focus on growing sales in export markets.
“After more than seven years of building and developing Sir. James 101 and seeing the brand achieve remarkable year-on-year growth, we feel this is the right moment to take a step back,” they said in a joint statement.
“We look back with great appreciation on the successful collaboration with La Martiniquaise over the past years and are proud of what we have achieved together. We are pleased to remain involved in the coming years, supporting the continued sales and development of Sir. James 101 in export markets and helping the brand reach new consumers around the world.”
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