Bacardi Acquires Premium Bourbon Brand Angel’s Envy
The Louisville Distilling Company and it’s flagship Angel’s Envy have been acquired by Bacardi Limited. This deal marks Bacardi’s entrance into the bourbon category.
Angel’s Envy Port Finished Bourbon, the flagship brand, is one of the top ten fastest growing super-premium bourbons in the United States. The American straight category as a whole has experienced a resurgence in the past five years with a nearly five percent growth rate while the super-premium American straight segment has grown nearly 10 percent during the same time.
“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 will continue as a standalone operation, meaning the business structure, employee base, production, distribution, commercial and marketing activities will remain unchanged. Angel’s Envy’s new distillery and brand experience center in downtown Louisville is planned for a 2016 opening and will showcase the great tradition of Kentucky bourbon-making.
Angel’s Envy was created by the late Master Distiller Lincoln Henderson, one of the original pioneers of the premium bourbon and whiskey categories in the U.S. and an inaugural member of the Bourbon Hall of Fame. The brand is hand-blended in small batches of 8 to 12 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.
Terms of the transaction, closed on March 27, were not disclosed but we’ll update this story if details become available.
And on the lighter side…
— Distillery Daily (@DistilleryDaily) March 30, 2015