Malfy joins Pernod Ricard’s high-end gin range
Pernod Ricard has purchased Italian super-premium gin Malfy in a bid to drive customer spend in the category.
With flavoured gin making up more than 40% of super-premium gin growth – defined by Pernod Ricard to be priced between £20.50 and £32 – Malfy’s range contains lemon, blood-orange and grapefruit flavours, as well as an unflavoured original.
Louise Ryan, managing director of the Gin Hub, Pernod Ricard’s brand company, said: “Gin is booming and shoppers are rapidly looking for more premium options, with super-premium gin the fastest growing segment, growing in volume by 29% per year over the past five years.”
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