Published On 06/26/2019

The Gin Hub strengthens its portfolio to drive Super-Premium+ Gin boom with confirmation of MALFY purchase

The Gin Hub, Pernod Ricard’s stand-alone brand company that focuses on the global development of its portfolio of International Premium Gin brands, is expanding its Super-Premium+ range with the addition of MALFY, one of the fastest growing Super-Premium Gin brands in the world[1].

 

Flavoured Gin is exploding, yet still in its infancy, representing more than 40% of Premium+ Gin growth[2]. MALFY has a distinctive and relevant brand positioning to propel this growth further due to the universal appeal of its Italian provenance, stand-out packaging and memorable bar-call name. The MALFY range delivers four refreshing gins, distilled using the finest ingredients from Italy, including: Italian juniper from Tuscany, coastal grown Italian lemons, Italian rhubarb, Sicilian blood oranges and Sicilian pink grapefruit.

 

Louise Ryan, Managing Director, The Gin Hub, comments: “Gin is booming and premiumising rapidly, with Super-Premium+ Gin the fastest growing segment and growing in volume by 29% per year over the past five years, driven by strong double-digit growth in more than 50 markets[3]. MALFY already has strong growth momentum, and complements our existing portfolio of International brands, but what’s really exciting for us is its growth potential within existing markets and through further geographic expansion.” 

 

Inspired by the Amalfi Coast, MALFY Gin continues to use traditional Italian distilling methods, which are said to date back to the 11th Century, and local botanicals, married with Monviso Water from Crissolo Spring, the highest and purest spring water in Italy.

 

The acquisition of MALFY by The Gin Hub was confirmed on Thursday 20th June 2019 by the Pernod Ricard Group and is currently available in more than 30 markets worldwide. The full range includes: MALFY con Limone, MALFY con Arancia (orange), MALFY Gin Rosa and Malfy Originale.

 

[1] IWSR 2018  

[2] IWSR 2018 (volume) - IWSR forecast (volume and CM)

[3] IWSR 2018 – Volume and CM databases

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