FRANCE. Pernod Ricard has sold its Calvados business, Distillerie Busnel, to own label specialist La Martiniquaise.
La Martiniquaise is a family-controlled company and the fourth largest spirits firm in France.
The sale reflects Pernod Ricard’s focus on its priority brands and markets. It also enables La Martiniquaise to consolidate its Calvados operations in France. Pernod Ricard remains the exclusive distributor for the Anee, Busnel, Beaujour and Lancelot brands in the on-trade market in France, and also distributes Busnel to leading export markets.
Distillerie Busnel sold 1.45 million litres of calvados in 2002, generating sales of €7 million (US$8.3 million). It has a small duty free market.
Ambitious La Martiniquaise recently decided to relocate its whisky production to Scotland, to allow “Bottled in Scotland” to appear on its labels. The company produces Glen Turner single malt and Label Five blended whisky. The company believes that the “bottled in Scotland” tag on the labels will enhance the image of the products in its largely European markets.
