French spirit merchant Marnier-Lapostolle, which owns Grand Marnier, wants to enter an alliance with a global player in the liquor market to speed up its expansion.
Wanted: one worldwide distributor
Marnier-Lapostolle has tasked Transaction R, a Rothschild subsidiary, to find a wealthy partner (preferably in the liquor market) to streamline and operate the worldwide Grand Marnier distribution process.
The Moët Hennesy (LVMH) group currently distributes the popular orange liquor, known for crêpe Suzette and Grand Cosmopolitan, in the United States and China. European and Indian distribution is in the hands of Diageo, while Africa and Latin America are handled by several independent distributors.
Plenty of interested parties
French group Marnier-Lapostolle has managed a 2013 turnover of 126.8 million euro, which makes it a small contender in the liquor market. Grand Marnier is its most well-known item, but it also commercializes Navan (only in Canada and the United States), Marnier (cognac), Cherry Marnier (cherry liquor) and Lapostolle (armagnac).
Several names pop up when it comes to possible investors or buyers: not only LVMH and Diageo are apparently interested, but French competitors Pernod-Ricard, American Brown-Forman, Italian Campari, Scottish William Grant, Japanese Suntory and Bermudan Bacardi-Martini are also in the mix.