MG Destilerías de Vilanova i la Geltrú has announced the acquisition of Coppa Cocktails, a brand with strong growth in the category of ready-to-serve cocktails in which the company is already present with its MG Spirit brand. MG Destilerías states that this acquisition will mean an increase in sales of said RTD (Ready To Drink) category, boosting the company's global turnover by around 6%. The integration of Coppa Cocktails, present in 60 markets and with estimated sales for this year amounting to 300,000 cases of 12 bottles, “strengthens MG Destilerías' ability to offer a more diversified range of products, in accordance with current market trends. and consumer preferences made proposals easy to prepare, with a lower alcohol content and a variety of flavors.” With this operation, MG Destilerías expects to double the sales of its brands in the RTD category, and hopes to strengthen its position in key international markets, such as the United States and the United Kingdom, as well as in the Global Travel Retail channel.
They did not want to reveal the figures with which the acquisition was closed "due to the agreements with the sellers." The transaction, which has been legally advised by Uría Menéndez and Cuatrecasas, is expected to be formalized during the month of March, subject to customary regulatory approvals and other closing conditions.
The production and bottling that is currently carried out in the Netherlands will be gradually integrated into the distillery that MG Destilerías has in the capital of the Garraf region and which it intends to expand. Among the most notable products of Coppa Cocktails are classic cocktails such as the margarita, mojito, strawberry daiquiri or pina colada. Its range of products consists of 16 cocktails, made with distillates and natural ingredients and with alcohol contents between 10 and 15º.
Manu Giró, CEO of MG Destilerías, states that “the appearance of high-quality, ready-made classic cocktails, such as Cocktails, is a trigger for the growth of the category.” Through a statement, Giró has also highlighted that "Coppa Cocktails is a brand with a special charm that authentically transmits the values that consumers look for in this category, with extraordinary growth and strong distribution in important European markets." .
For his part, Natal da Graça, founder of the brand, stated that “MG Destilerías' vision and experience in building long-term brands will allow Coppa Cocktails to be taken to another level of development and internationalization in the coming years.” In fact, the prepared cocktails category is in a moment of strong expansion internationally with annual growth of 12%, significantly exceeding the general growth in the alcoholic beverages sector, which stands at 4% (IWSR). The subcategory leading the growth is made up of mixed drinks and prepared cocktails, whose projected sales by 2026 are estimated to represent 26% of the total RTD category (IWSR), surpassing hard seltzers (20%). Coppa Cocktails is a brand that is positioned in the premium segment of the category, which is the one that shows the best evolution (49% in value, according to Nielsen).
