Spiribam

What Spiribam does

Spiribam is the dedicated spirits entity of GBH (Groupe Bernard Hayot), a family-owned conglomerate headquartered in Martinique with operational headquarters in Paris. Founded in 2005/2006, the company owns and manages a portfolio of heritage spirits brands—including Rhum Clément (founded 1887), Rhum J.M, Maison Cartron (founded 1882), Chairman's Reserve, Bounty, and Admiral's Rum—while also distributing premium partner brands such as Hardy Cognac, 7 Leguas Tequila, Mezcal Trascendente, Indri Whisky, and Gin Lane 1751. Production leverages AOC-certified Martinique rum methods (protected since 1996) and artisanal distillation at St. Lucia Distillers using a 45-plate Coffey still, with manufacturing sites in Martinique, Saint Lucia, and French Guiana.

The company operates through five wholly-owned subsidiaries across Martinique, Saint Lucia, France, USA, and the UK (Mangrove/Spiribam UK, acquired February 2023), and distributes to more than 70 countries via a network of nearly 70 international partners. Spiribam's go-to-market combines direct subsidiary-led field sales—70+ sales agents and 5 regional managers in France, 28-person force and 1,000+ UK clients through Mangrove—with channel coverage spanning mass retail (GMS), on-trade hospitality (CHR), and travel retail. Revenue mechanics rest on two streams: branded spirits production and sales (own brands plus partner brand distribution) and distribution services for third-party brands across subsidiaries.

Spiribam makes money through B2B spirits distribution with quote-based pricing for trade partners (no public pricing), generating transactional revenue across multi-tier channels. In 2025 the company expanded via the Le Philtre Vodka acquisition, adding organic vodka to its portfolio, and continues to build out SHAK.R ready-to-drink cocktails as a differentiated product line. Customer concentration is low, with no single dominant account; the diversified channel mix and 70-country reach reduce dependency on any one market or partner, though reliance on the GBH parent for capital and on Caribbean production for key aged-rum SKUs constitutes structural concentration in supply.

Name

Spiribam

Legal name

Spiribam

Website

https://spiribam.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Spiribam is the spirits division of GBH Group, owning and distributing premium Caribbean rums, French liqueurs, and partner spirits brands across 70+ countries through five subsidiaries in Martinique, Saint Lucia, France, USA, and UK.

Ownership category

akta.pro rank

Product category

Premium Spirits

NAICS

Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180), Beverages (2080)

akta.pro primary industry

Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)

Keywords

• Premium spirits distribution
• Caribbean rum production
• French liqueurs house
• Spirits brand management
• International spirits distribution

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Spirits Production and Sales: Spiribam produces and commercializes its owned brands including Rhum Clément, Rhum J.M, Maison Cartron, Chairman's Reserve, and distributes partner brands globally through its subsidiaries and distribution network.
2. Distribution Services: Provides distribution services for owned brands and partner brands across GMS (mass retail), CHR (on-trade/hospitality), and travel retail channels through its subsidiaries in France, USA, UK, Martinique, and Saint Lucia.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels4 records

Core offering

Spiribam is a spirits production and distribution company that owns premium rum and liqueur brands (Rhum Clément, Rhum J.M, Maison Cartron, Chairman's Reserve, Bounty, Admiral's Rum, Arcane, Beach House, Le Philtre, Mezcal Trascendente, Rhums Saint-Maurice, SHAK.R) and distributes them alongside partner brands through five subsidiaries in Martinique, Saint Lucia, France, the USA, and the UK, with a network of nearly 70 international partners reaching more than 70 countries.

Product overview

Spiribam is a family-owned spirits company (subsidiary of GBH Group - Groupe Bernard Hayot) that owns iconic brands and distributes exceptional partner brands. The portfolio consists of proprietary Martinique rums (Rhum Clément, Rhum J.M), Saint Lucia rums (Chairman's Reserve, Admiral's Rum, Bounty), liqueurs (Maison Cartron), ready-to-drink cocktails (SHAK.R), as well as partner brands including vodka (Le Philtre), Mauritius rums (Arcane, Beach House), mezcal (Mezcal Trascendente), tequila (7 Leguas, El Sueño), whisky (Turntable, Indri, The English Distillery, Sailor's Home), gin (Gin Lane 1751), cognac (Hardy, Maison Rouge), and cream liqueurs (Marigot Bay). The company operates through 5 subsidiaries across Martinique, Saint Lucia, France, USA, and UK, distributing to over 70 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Rhum Clément: Founded in 1887, Rhum Clément is an integral part of Martinique's heritage. AOC rum produced from pure sugarcane juice in the purest Martinican tradition.
• Rhum J.M
• Maison Cartron
• Chairman's Reserve
• Bounty Rum
• SHAK.R Cocktails
• Le Philtre
• Arcane Rum
• Beach House Rum
• Admiral's Rum
• Mezcal Trascendente
• Rhums Saint-Maurice

Products and services

• Rhum Clément Founded in 1887, Rhum Clément is an integral part of Martinique's heritage, AOC-certified rum produced from pure sugarcane juice with terroir-driven production methods protected since 1996.
• Rhum J.M Located in Macouba, Martinique at the foot of Mount Pelée, Rhum J.M is a founding member of the Martinique AOC, producing AOC rum from pure sugarcane juice.
• Maison Cartron Prestigious liqueur house in Nuits-Saint-Georges, Burgundy, run by the Cartron family since 1882, renowned for liqueurs, creams, eaux-de-vie, and wine-based aperitifs.
• Chairman's Reserve Rum Created by visionary Laurie Barnard in the 1990s at St. Lucia Distillers, Chairman's Reserve is a blend of rums of different ages, still types, and base materials, representing the best of Saint Lucia.
• SHAK.R Cocktails Ready-to-drink cocktail brand in a unique shaker can format offering quick, precise service without equipment, using premium spirits and selected ingredients, with free space inside allowing consumers to shake the can and create a frothy texture that fully releases aromas.
• Le Philtre Organic vodka with no added sugar, made in France's Cognac region from organic soft winter wheat and Gensac spring water, distilled six times.
• Arcane Rum Rum brand from Mauritius founded in 2010 at Gray's distillery, known for Extraroma, Délicatissime, and Flamboyance expressions with distinctive bottle design.
• Beach House Rum Spiced rum from Mauritius in the Pamplemousses region, infused with tropical fragrances and marketed as a lifestyle brand.
• Mezcal Trascendente 100% agave espadín mezcal from Oaxaca produced with traditional methods including conical underground oven cooking, natural yeast fermentation, and copper still distillation.
• Admiral's Rum Crafted since 1985 at St. Lucia Distillers, distilled in a 45-plate Coffey still with distillates from lower plates for balanced aromatic profile suited to extended aging.
• Bounty Rum The spirit of Saint Lucia created in 1972, the number one selling rum in Saint Lucia, exported to the United States and expanding worldwide.
• Marigot Bay Cream Liqueurs Made from St. Lucian rum, real cream, and natural flavors at St. Lucia Distillers, capturing the tropical essence of Marigot Bay.
• La Belle Cabresse Historic white rum from the only active distillery in French Guiana, produced from pure sugarcane juice at Distillerie des Rhums Saint-Maurice in Saint-Laurent du Maroni.
• La Cayennaise Prestigious aged rum from Distillerie des Rhums Saint-Maurice in French Guiana, representing the link between Guyanese know-how and territorial attachment.
• 7 Leguas Tequila Iconic family distillery founded in 1952 in Atotonilco, Mexico, producing artisanal tequila with slow traditional oven cooking and double distillation, distributed as a partner brand by Spiribam.
• El Sueño Tequila Premium mixto tequila from Jalisco made with carefully selected ingredients, designed for a new generation seeking meaning, ideal for mixology in Margarita or Paloma, distributed as a partner brand by Spiribam.
• Turntable Whisky Independent blended whisky from Glasgow founded by two brothers, combining single malts and single grains from multiple distilleries, inspired by music and rhythm, distributed as a partner brand by Spiribam.
• Indri Whisky First single malt brand from Piccadilly Distilleries in Haryana, India, with production capacity of 12,000 liters per day, offering a unique Indian single malt expression, distributed as a partner brand by Spiribam.
• Sailor's Home Irish Whiskey Contemporary Irish whiskey working with varied cask origins including sherry and agricultural rum, reflecting a vision of crossing influences for unique profiles, distributed as a partner brand by Spiribam.
• The English Distillery Whisky Independent house in Norfolk, England distilling and bottling whisky on-site with artisanal approach valuing local terroir expression, distributed as a partner brand by Spiribam.
• Gin Lane 1751 Created in partnership with 10th generation distiller Charles Maxwell of Thames Distillers in London, England, offering classic Victorian style gins with bold juniper, star anise, and Mediterranean citrus, distributed as a partner brand by Spiribam.
• Hardy Cognac Since 1863, Hardy cognacs are renowned for elegance, subtlety, and distinctive character, round and smooth without being too woody, distributed as a partner brand by Spiribam.
• Maison Rouge Cognac Founded in 2017 by two friends, Maison Rouge creates high-quality artisanal cognacs showcasing the region's terroir and tradition, offering VSOP and XO expressions, distributed as a partner brand by Spiribam.

Quantifiable outcome

• Distribution coverage across 70+ countries worldwide
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Mangrove Global LtdcoreChannel Partner/ Reseller/ Distributor · 13 February 2023GBH acquired Mangrove Global Ltd, a UK spirits distributor, integrating it into Spiribam's portfolio to strengthen spirits distribution in the UK market. Nick Gillett remains as Managing Director. The acquisition supports GBH's shift to an in-house distribution model in the UK.
• St. Lucia DistillerscoreTechnology or IntegrationSt. Lucia Distillers is the island's only distillery, producing Chairman's Reserve, Admiral's Rum, Bounty, and Marigot Bay Cream Liqueurs. Barbay Ltd is the distribution arm of St Lucia Distillers.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Maison Ferrand (Plantation Rum): Independent producer of premium cane rums distributed globally, with a comparable strategy of owning production and controlling distribution across multiple markets. Highly comparable to Spiribam's rum-centric portfolio.
• Habitation Saint-Étienne (HSE): Martinique-based producer of AOC-certified rum under the same appellation as Rhum Clément and Rhum J.M, providing the closest direct competitive overlap in terms of category, geography, and regulation.
• Mount Gay Distilleries: Barbados-based premium Caribbean rum producer with global distribution; comparable in scale, heritage positioning, and category focus to Spiribam's own-brand rum portfolio.
• Angostura Holdings: Caribbean rum and bitters producer/distributor with international reach across on-trade and travel retail; comparable in structure (Caribbean heritage, multi-market distribution) to Spiribam.
• Maverick Drinks: UK-based independent premium spirits distributor representing agency brands across on-trade and off-trade; structurally analogous to Spiribam UK's Mangrove subsidiary before and after integration.

Broad incumbents

• Pernod Ricard: Global premium spirits group with broad portfolio including Havana Club rum; overlaps with Spiribam in rum distribution and on-trade channels but operates at vastly greater scale and category breadth.
• Rémy Cointreau: Premium spirits group centered on cognac and rum (Mount Gay partnership); comparable heritage-driven, premium-only positioning and Caribbean category exposure, but materially larger and listed.
• Campari Group: Premium spirits group with multi-brand portfolio and selective distribution-led growth; comparable model of building category position through brand ownership and selective geographic expansion.
• Bacardi Limited: World's largest rum portfolio owner; competes with Spiribam across mainstream and premium rum categories in on-trade, off-trade, and travel retail globally.
• Diageo: Largest global premium spirits company with extensive rum exposure (Captain Morgan, Zacapa); competes with Spiribam for on-trade listings, travel retail placement, and shelf space across all key markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SPIRIBAM
• Facebookfacebook.com/SPIRIBAM
• LinkedInlinkedin.com/company/spiribam-sas---rhum-clement-rhum-j.m

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Spiribam