Bacardi acquires Angel’s Share Brands

Bacardi has expanded its premium spirits portfolio and entered the bourbon category with the acquisition of Louisville-based Angel’s Share Brands, its subsidiary, Louisville Distilling Co., and its Angel’s Envy Kentucky bourbon whisky brand.

“We have a clear strategy aligned to meet consumer needs in premium spirits and are building an even stronger portfolio through innovation and acquisition. The purchase of Angel’s Share Brands and the Angel’s Envy portfolio further reinforces our commitment to growing the super-premium spirits sector,” said Bacardi Limited CEO Mike Dolan.

Angel’s Envy port-finished bourbon, the flagship brand, is one of the top 10 fastest growing super-premium bourbons in the US. The American straight category as a whole has experienced a resurgence in the past five years with a nearly 5% growth rate while the super-premium American straight segment has grown nearly 10% during the same time.

Angel’s Envy will continue as a standalone operation, meaning the business structure, employee base, production, distribution, commercial and marketing activities will remain unchanged. Angel’s Envy new distillery and brand experience center in downtown Louisville is planned for a 2016 opening. Created by the late master distiller Lincoln Henderson, one of the original pioneers of the premium bourbon and whiskey categories in the US and an inaugural member of the Bourbon Hall of Fame, the brand is hand-blended in small batches of eight to12 barrels. Each batch, or expression, is allowed to develop naturally, creating nuances in the bourbon from year-to-year.

 “Angel’s Envy, like Bacardi, was founded as a family-owned business driven by an entrepreneurial spirit. The secrets to crafting Angel’s Envy have been well preserved by three generations of the Henderson family. Bacardi is well recognized for showcasing the unique heritage and origin of our brands, so I’m thrilled that the Henderson family, under the stewardship of global brand ambassador Wes Henderson, will continue to be directly involved with the Angel’s Envy brand,” said Bacardi Limited chairman Facundo L Bacardi, a fifth generation Bacardi family member.

The three expressions of Angel’s Envy are currently available in on- and off-premise establishments throughout the US. The award winning flagship expression of Angel’s Envy Kentucky Straight Bourbon Whiskey finished in port wine barrels earned the highest-ever rating for a bourbon from Wine Enthusiast, Angel’s Envy Finished Rye was awarded Four Stars and Highly Recommended by Spirit Journal, and Angel’s Envy Cask Strength was named by Spirit Journal as Best Spirit in the World.

Terms of the transaction, closed on March 27, were not disclosed.

31 March 2015 - Felicity Murray The Drinks Report, editor