German liquor supplier Waldemar Behn has purchased Danzka vodka from France-based Belvedere Group for an undisclosed amount.
The deal is said to be the biggest in Behn’s 121-year history.
With sales of 2.6 million bottles in 2012, Danzka vodka is well known brand globally and is available in over 50 markets at global duty-free and travel-retail accounts.
Waldemar Behn managing director Rudiger Behn was quoted by DFNIonline.com as saying that Danzka vodka will be the main asset of the company.
“Danzka ensures our independency in the liquor industry and will boost our international business, especially in duty-free, heavily,” Behn added.
“And, finally, with Danzka we are invested now in one of the largest and fastest-growing spirit categories.”
The acquisition includes appointment of Torben Vedel Anderson as global sales director for the brand. From 1 May 2013, Anderson will work towards the growth of the brand.
Andersen told the website that Danzka vodka’s main market is duty-free channel and will continue to be so.
“I am also new to the Behn Group and the new owners, but I have been met with big ambitions for Danzka vodka and very creative ideas to be rolled out,” Anderson added.
“I have been appointed global sales director and will focus on the continued development of the Danzka vodka brand and other Behn products including Dooley’s liqueurs in Asia, Middle East, Americas duty-free and Latin America.”
Source: Drinks Business Review