Liquor manufacturer Konings acquired a factory from its competitor Bacardi-Martini. Located in Beaucaire, the factory and all of its 72 employees will transfer to Konings on 1 January.
Invest to expand
The acquisition is Konings’ next step to further conquer the Southern European and North American markets. Beaucaire will become the company’s sixth manufacturing plant.
“Bacardi wanted to expand its volume in a sustainable fashion and was looking for a partner”, CEO Dirk Maris told Made in Limburg. “Our business plan turned out to be the best, both for Bacardi and the factory’s employees. We will also invest to further expand the factory in the south of France. Bacardi on the other hand will continue to invest in its own brands.”
Aside from the acquisition, Konings also signed a ten-year deal with Bacardi-Martini that ensures that a certain percentage of the drinks manufactured at the factory will go towards Bacardi-Martini. The factory manufactures several well-known brands, like Bénédictine, Noilly Prat and Eristoff.
