The Spirits Post is an international press review about the spirits industry brought to you by Eugenia Torelli, an Italian spirits journalist and judge. If this newsletter was forwarded to you by a friend, you can subscribe here to receive it directly in your inbox:
Hello everyone!
We start today with two acquisitions: Sazerac has confirmed the takeover of German group Berentzen that we flagged as a rumour last week, while Distillers United Group has bought a majority stake in Panamanian rum brand Carta Vieja.
IARD’s September update rounds up big companies’ ESG campaigns, and on the distribution side, Maison Ferrand UK adds Calvados Christian Drouin to its portfolio while Rémy Cointreau names a new exclusive distributor for Belgium and Luxembourg.
Whisky Live Paris opens its doors this week, and we close with something a little different: the story of Cheramie, a Louisiana rum made from fresh cane juice.
Acquisition
Sazerac and Berentzen agree takeover deal
Sazerac and Berentzen have agreed a takeover aiming to build a leading European spirits platform. Sazerac will offer €5.55 per share in cash—a 68% premium over the three-month average—and Berentzen’s board recommends acceptance. Closing is expected in Q4 2026, followed by a delisting Sazerac intends to pursue.
You can read the news via Spirituosen Journal:
Übernahme: Berentzen-Gruppe und Sazerac Company verkünden Einigung
DUG buys majority stake in Panamanian rum brand Carta Vieja
Distillers United Group (DUG) has acquired a majority stake in Panamanian rum brand Carta Vieja for an undisclosed sum, adding it to a portfolio built around Venezuelan brands Ron Tepuy and Cocuy Saroche. Carta Vieja joins DUG’s international range from 1 February 2027, with a refreshed identity, updated packaging, and a revised product offering planned.
You can read Lauren Bowes’ article for The Spirits Business:
Industry campaigns
IARD’s September ESG update: drink-driving campaigns, water and anti-fraud seals
September’s IARD update on members’ ESG activity features AB InBev’s breathalyser key box in South Korea, Diageo’s AI anti-fraud seal in Brazil alongside its water replenishment milestone, Pernod Ricard’s Drink More Water push, and Suntory’s millionth tree. These are paid articles by the IARD Editorial Team, but as I have mentioned many times, they can be useful to keep an eye on what campaigns big groups are taking on.
You can read the update by the IARD Editorial Team for Global Drinks Intel:
Market and distribution
Maison Ferrand UK brings Christian Drouin calvados into its portfolio
Maison Ferrand UK has added Christian Drouin to its portfolio, bringing calvados into the subsidiary’s range for the first time. The partnership starts exclusively in the UK with the launch of Experimental Planteray Clarendon Angels. The family-run French house sees the UK as one of the most dynamic calvados markets in the world.
You can read Eleanor Yates’ article for Drinks International:
Maison Ferrand UK adds Calvados Christian Drouin to its portfolio
Rémy Cointreau names Alcobrands exclusive distributor in Belgium and Luxembourg
Rémy Cointreau has appointed Alcobrands as its exclusive distributor for Belgium and Luxembourg, covering brands such as Rémy Martin, Cointreau, The Botanist, and Bruichladdich. Both companies pointed to significant growth potential, citing Alcobrands’ commercial execution and regional presence.
You can read Eleanor Yates’ article for Drinks International:
Rémy Cointreau appoints Alcobrands as exclusive distributor in Belgium & Luxembourg
Events
Whisky Live Paris 2026: over 300 exhibitors across whisky and beyond
Whisky Live Paris will host over 300 exhibitors showcasing hundreds of new releases, including many world premieres. Exhibitors are grouped by region and category: Scotland, USA/Canada, Asia/Oceania, Europe, Ireland, and France, plus dedicated areas for Sake, Rum, Gin, and Agave spirits.
Explore the exhibitor list on the Whisky Live Paris website:
Something to read
Cheramie, the fresh cane juice rum behind a new Louisiana Rum category
In New Orleans, Porchjam distillery and distiller Jason Zeno make Cheramie—a fresh cane juice rum fermented with native flora and double-distilled in pot stills—aiming to help build a formal Louisiana Rum category. The piece also covers the brand’s name, its local ties, and a short film exploring its production.
You can read Alexandre Vingtier’s article for Rumporter (in French):
That’s all for today. You’ll read me in the next days (or see me in Paris very soon)!
Cheers, 🍹