Pernod Ricard's thirst to cash in on the burgeoning craft gin trend has struck gold as the drinks giant has announced its acquisition of cult brand Monkey 47. The maker of Beefeater, Plymouth and Seagram labels has taken a majority stake in the hipster favourite as it looks to bolster sluggish sales. Made in the Black Forest in Germany, Monkey 47 is made from 47 hand-picked plant ingredients, such as lingonberries and elderflower, and has an ABV of 47. Pernod Ricard says it will look to grow the brand further in Germany and expand it globally.
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