In a significant expansion of its alcoholic beverage sector, Polish food and beverage corporation Maspex announced on Tuesday that it has successfully finalized the acquisition of the Czech company Jan Becher – Karlovarská Becherovka. This move not only brings the renowned Czech liquor brand under its wing but also includes the production facility and warehouse in Karlovy Vary. The transaction was completed with The Pernod Ricard Group, marking Maspex’s 21st acquisition and its second in the Czech market.
According to Maspex, acquiring Becherovka is not just an addition of a unique product to its portfolio, but also a strategic move to strengthen its position in the alcoholic beverages market, which it entered in 2022. Wioleta Czaja, the General Manager of Maspex in the Czech Republic and Slovakia, emphasized the importance of this acquisition, stating, “Without a doubt, we will continue to invest in the brand – both in terms of product development and marketing activities. We also want to support Becherovka internationally, which is why the product will be available in our branches’ offerings, and we plan its expansion to export markets.”
Becherovka, a renowned Czech liqueur, is cherished globally for its unique blend of herbs, spices, and aromatic flavors. Developed in 1807 by pharmacist Jan Becher in Karlovy Vary, this traditional digestif has maintained its recipe a closely guarded secret, known only to two people at any time. Distinctive for its slightly bitter, cinnamon-infused taste, Becherovka is often served chilled or used as a cocktail component, lending its characteristic zest to various mixes. The liqueur’s enduring popularity is attributed to its versatile flavor profile and its reputation as a digestive aid, making it a beloved staple at bars and homes around the world.
Maspex, one of the largest private food groups in Poland and Central and Eastern Europe, reported revenues exceeding 15 billion złoty in 2023. The company’s portfolio boasts nearly 70 brands with products available in over 80 countries globally. Since acquiring the CEDC in 2022, a leader in the vodka market and the largest importer of foreign alcohol in Poland, Maspex has solidified its presence in the alcohol sector with brands like Żubrówka, Soplica, Absolwent, and Bols.
The acquisition is part of Maspex’s broader strategy to diversify and enhance its offerings in the competitive beverage industry. By incorporating Becherovka, known for its over 200-year history of crafting herbal liqueurs, Maspex aims to leverage its historical value and distinctive product quality to gain a stronger foothold in international markets. The company’s focus on integrating Becherovka into its portfolio while maintaining sales through effective marketing and product development signals a forward-looking approach to global brand management and market expansion.
This strategic acquisition by Maspex underscores its commitment to expanding its influence and operational capacity in the global beverages market, particularly within the alcoholic sector, positioning the Polish giant as a formidable player in the international arena.
