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.
The acquisition of MALFY by The Gin Hub was confirmed on June 20, 2019 by the Pernod Ricard Group. Currently available in more than 30 markets worldwide, MALFY is one of the fastest growing Super-Premium Gin brands in the world, according to IWSR.
The MALFY range delivers four flavored gins, distilled using ingredients from Italy: MALFY con Limone, MALFY con Arancia (orange), MALFY Gin Rosa and Malfy Originale.
Louise Ryan, Managing Director, The Gin Hub, comments: “Gin is booming and premiumizing 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. 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.”
MALFY has a distinctive brand positioning to propel this growth due to the appeal of its Italian provenance, stand-out packaging and memorable bar-call name, says the company.
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