Spiribam buys French vodka brand Le Philtre

Spiribam, the spirits branch of French conglomerate Groupe Bernard Hayot, has taken a majority stake in Alcools de Luxe, the parent company of French vodka brand Le Philtre.

The value of the sale was not disclosed.

The “historic partners” of Alcools de Luxe retain a minority stake following the deal, Grégoire Gueden, CEO of Spiribam told Just Drinks.

They include Le Philtre co-founders of Guillaume Rappeneau, businessman Charles Beigbeder, his brother and author Frédéric Beigbeder, as well as Philippe Austruy, the deputy general manager of Vignobles Austruy, Gueden said.

They will “will continue to play an active role alongside us”, he added.

The deal will see the vodka brand “integrated into Spiribam’s commercial and marketing organisation, benefitting from the synergies of its portfolio and global network”, a joint statement said.

In this statement, Gueden said: “Welcoming Le Philtre Vodka into our portfolio is part of a broader strategic commitment to diversification. We are convinced that this distinctive, committed, and premium brand will find its rightful place within our ecosystem.

“We will mobilise our commercial strength, marketing expertise and international network to support its growth and visibility worldwide.”

Following the transaction, the brand’s co-founders will still work for the company with Spiribam, taking on a “creative and strategic advisory role”, the statement said.

Managing director Camille Sebbag-Barjon will also join Spiribam and “will continue to oversee the brand while ensuring internal strategic alignment”.

Reflecting on the news, the founding team of Le Philtre, said: “Joining Spiribam – a family group like ours, guided by strong values and a long-term vision – was a natural choice.

“Their marketing expertise and global distribution network provide an exceptional springboard for our vodka to continue its mission in France and abroad.”

Spiribam is involved in the production and global marketing of GBH’s spirits products in over 60 countries. Brands in the portfolio include Rhum Clément, Bounty and Chairman’s Reserve.

It also owns the liqueur brand Joseph Carton, which it acquired in 2021.

Founded in 2020, Le Philtre specialises in bottled organic wheat vodka, which it produces the Charente region in Nouvelle-Aquitaine, south-western France.

Its drinks are sold in nine countries, including France, the UK, Italy and Switzerland.

In France, Le Philtre is available in 300 sale points, including specialty retailers like La Grande Épicerie, Kaviari and Duclot.

Spiribam plans to “accelerate” Le Philtre’s growth “initially through its own subsidiaries, notably in France where the group commands a powerful on-trade distribution network”, Gueden told Just Drinks, adding the company it would later “[unlock] international markets where Spiribam has long-standing and trusted partnerships with key industry players”.

Gueden added Spiribam would change the price point of Le Philtre vodka to “just under €40 ($46.92)”, a move “designed to enhance affordability while broadening the brand’s reach and engaging a wider community of consumers”.

The brand’s present RRP in France sits around €49.

“Spiribam buys French vodka brand Le Philtre” was originally created and published by Just Drinks, a GlobalData owned brand.

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