Maison Ferrand, the French spirits producer known for its high-quality cognac, gin, and rum, has solidified its presence in the UK by acquiring distributor Identity Drinks. The move, announced this week, marks a strategic expansion into one of its most important international markets and signals the launch of a new dedicated division: Maison Ferrand UK.
Maison Ferrand completes full acquisition
The acquisition of Identity Drinks follows Maison Ferrand’s initial 60% stake in the company, which it acquired in 2017. Now, with full ownership secured, Maison Ferrand is positioning itself to deepen its influence in the UK spirits market and streamline distribution for its portfolio of brands.
Among its well-known labels are Ferrand Cognac, Citadelle Gin, and Planteray Rum—the latter of which was previously known as Plantation Rum. The rebranding of the rum line in 2023 followed growing public concern over the historical associations of the term “plantation,” particularly after the global reckoning on racial justice that gained momentum in 2020 following the death of George Floyd.
This rebrand marked a shift not only in name but also in the company’s commitment to inclusivity and modern sensibilities, setting a tone of responsibility that aligns with its vision for long-term growth in diverse global markets.
Maison Ferrand UK to drive local growth
With the acquisition, the company has officially launched Maison Ferrand UK. Managing director Matthieu Gouze emphasized that the move represents more than just a business transaction—it reflects a long-standing investment in the UK market, where the brand has operated since 2010.
“Acquiring Identity Drinks is a significant step for Maison Ferrand,” said Gouze. “Our priority is to invest in our brand’s growth, our distribution brand portfolio, and our people. This development reinforces our commitment to the UK market and allows us to expand our portfolio while maintaining our tradition of creativity and quality.”
The new division will focus on supporting both the growth of Maison Ferrand’s own brands and the distribution of other high-quality spirits. By creating a dedicated UK entity, the company aims to stay close to the local market and better serve customers, bartenders, and retailers who have supported the brand over the past 15 years.
Focus on independent partnerships
Maison Ferrand UK will prioritize collaborations with independent spirits companies as it works to build a unique and dynamic portfolio. The company is well-known for its commitment to artisanal production and innovation, and it appears this ethos will carry over into its UK operations.
The newly formed UK arm will allow the brand to be more agile in its approach, with local leadership empowered to respond quickly to shifts in consumer tastes and market trends. By aligning itself more directly with the UK spirits market, Maison Ferrand hopes to enhance brand visibility, foster deeper relationships, and grow its footprint in both retail and hospitality sectors.
Strategic global expansion continues
Founded in 1989, Maison Ferrand has steadily expanded its global reach. It entered the UK market in 2010 and established a U.S. division in 2022, underlining its commitment to key international regions. These expansions form part of a broader strategy to elevate the company’s global presence while staying true to its core values of craftsmanship and creativity.
As Maison Ferrand continues to scale, its approach to growth remains mindful and intentional. The acquisition of Identity Drinks represents not only a strategic business move but also a deeper alignment with a market that has played a pivotal role in the company’s international success.
With Maison Ferrand UK now in full operation, the brand is well-positioned to build on its legacy while embracing new opportunities in one of the world’s most vibrant and competitive spirits markets.