La Martiniquaise-Bardinet has completed the acquisition of Sir. James 101 B.V. for an undisclosed value, taking full ownership of the fast-growing alcohol-free cocktail brand.
The deal follows its purchase of a minority stake in 2023, which marked the start of a partnership to accelerate the brand’s expansion across the Benelux and global markets.
The partnership has reinforced Sir. James 101’s status as one of the fastest-growing mocktail brands, driven by rising consumer demand for premium alcohol-free alternatives.
The brand is now ranked among Europe’s Top 5 non-alcoholic RTD brands by The IWSR and is continuing its roll-out in travel retail.
La Martiniquaise-Bardinet France Managing Director & La Martiniquaise Benelux CEO Cyril Cahart said: “This is an important and exciting step for La Martiniquaise. 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.
“The alcohol-free cocktail and festive category continues to show strong growth, both within the Benelux and internationally. Therefore, the continued international development and growth of the non-alcoholic portfolio within the group is of strategic importance.”
La Martiniquaise Benelux Managing Director Lieven Stevens added, “We are delighted to further develop this outstanding brand and unlock its full potential.
“At the same time, Brand Captains will remain involved in supporting export activities in close collaboration with all sister companies or export departments, ensuring continuity and leveraging their valuable expertise and relationships.”
Sir James 101 Founders Vincent Yilmaz and Rambert de Lange commented, “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.
“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.”
The deal strengthens Sir. James 101’s position by bringing together the entrepreneurial foundations built by Brand Captains with the scale, resources and global ambitions of La Martiniquaise. ✈
