Maspex Secures Becherovka in a Strategic Spirits Industry Move
In a significant move, Maspex will acquire ownership of the renowned Becherovka brand, including its production and logistics facilities in Karlovy Vary, Czech Republic. This transaction places under Maspex’s control Becherovka’s well-visited center, a key attraction in the region.
Becherovka: A Bitter Brand with Global Recognition
Pernod Ricard, the outgoing owner, recognizes Becherovka as one of the world’s leading bitter brands, especially in Central Europe. The brand saw robust sales in 2022, moving nearly 600,000 nine-litre cases.
Fabrice Audan, CEO of Pernod Ricard Wyborowa and the Central and Eastern Europe management entity, explained that selling Becherovka aligns with their strategic focus on a sharpened portfolio in Europe. He expressed well wishes for Maspex, the brand’s new steward, to further the success already achieved.
Becherovka: A Blend of Tradition and Innovation
Established in 1807, Becherovka boasts a 38% ABV and is crafted from around 20 herbs and spices. The brand has innovatively expanded its range, introducing a low-ABV lemon-flavored variant and Becherovka Unfiltered in recent years.
Maspex’s Growth Trajectory
This acquisition follows Maspex’s noteworthy $973 million deal in November 2021, acquiring nine Polish vodka brands, including Żubrówka, from Russian producer Roust. Krzysztof Pawinski, CEO of Maspex Group, highlighted Becherovka as a heritage brand with immense potential for growth. This transaction marks Maspex’s 21st and its second major venture into the spirits category.
Maspex is recognized as the largest private Polish food company and a major player in Central and Eastern Europe.
The completion of this deal, subject to standard conditions, is anticipated by the end of June 2024.
