By Sacha Delfosse

Bacardi Lion has taken over the sales, marketing and distribution of St-Germain elderflower liqueur in Australia following the acquisition of the brand by Bacardi Limited earlier this year. 

St-Germain is an all-natural, hand-crafted artisanal French liqueur made from hand-selected elderflowers, which according to Bacardi Lion, is one of the fastest growing spirit brands in the United States.

Bacardi Lion said it plans to continue building on the work St-Germain’s previous local distributor, Vanguard Luxury Brands, has done in making the brand a popular choice for Australian bartenders and top-end on-premise venues.  

“Leading-edge venues provide the key to unlock the true potential of this brand and we will continue to build on the fine work of Vanguard Luxury Brands,” said Bacardi Lion managing director, Colin Rochester.

“St-Germain will compliment Bacardi Lion’s portfolio of premium and super-premium brands. We are thrilled Bacardi Limited acquired this brand and we have the pleasure of working with it locally.”

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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