What La Martiniquaise Benelux does

La Martiniquaise Benelux is the Benelux division of the family-owned French spirits group La Martiniquaise (founded 1934). It operates as a producer and distributor of alcoholic and non-alcoholic festive beverages, with an integrated Belgian footprint (rooted in Pieter Bruggeman's 1884 Ghent business) consolidated under one corporate identity on 1 January 2023 and extended into the Netherlands (formerly Inspirits Premium Drinks, joined the group in 2018) and Luxembourg. The portfolio spans more than 50 brands across jenever and grain spirits, Scotch and Irish whisky, rum, vodka, gin, aperitifs and port, cognac and vieux, liqueurs, ready-to-drink, and a growing non-alcoholic range (Vintense, Sir. James 101, Kidibul, Venezzio, Canadou, Caraïbos). Distribution runs through retail (supermarkets, hypermarkets, specialist off-licenses), HORECA (hotels, restaurants, cafés, bars), wholesale, and select brand-specific e-commerce webshops, supplying general retail and hospitality businesses across Belgium, Luxembourg, and the Netherlands.

The company combines locally produced heritage brands (Bruggeman, Smeets, Hooghoudt, Olifant, Gorter, Peterman, Hertekamp, Kidibul) with exclusive Benelux distribution rights for international labels held by the parent group or via partnership (LABEL 5, Glen Moray, Cutty Sark, Saint James, Poliakov, Porto Cruz, Drumshanbo Gunpowder Irish Gin, Rivière du Mât). Production assets include the Langerbrugge distillery complex (grain and molasses distillation since 1941/1952), Hasselt AOC genever production (via Smeets), and Distilleerderij Hooghoudt in Groningen (acquired May 2025, 137+ years of Dutch distilling heritage).

Revenue is generated through wholesale, retail, and HORECA beverage product sales across the Benelux, with pricing not publicly disclosed. GTM operates through channel partners (retail, wholesale, HORECA networks) combined with direct-to-consumer brand webshops and targeted brand collaborations (e.g., Rapha x St Raphaël 2023). Customer segments are horizontal: retail trade (primary), HORECA / on-trade (primary), and end consumers (secondary). The group employs 51-100 staff across offices in Ghent, Capelle aan den IJssel, and Groningen (post-Hooghoudt), with stated strategic emphasis on sustainability, responsible consumption, and acquisition-led portfolio expansion.

Name

La Martiniquaise Benelux

Legal name

La Martiniquaise Benelux

Website

https://lmbenelux.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

51–100 employees

Short description

La Martiniquaise Benelux is a producer and distributor of alcoholic and non-alcoholic festive beverages across Belgium, Luxembourg, and the Netherlands, marketing 50-plus heritage and international spirits brands to retail, wholesale, HORECA, and direct-to-consumer channels.

Ownership category

akta.pro rank

Product category

Spirits and Beverages Distribution

NAICS

Beverage Manufacturing (3121)

SIC

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

akta.pro primary industry

Alcoholic Beverage Brand Owners & Holding Companies (Multi-category Portfolios) (CRADAIAL)

akta.pro secondary industries

Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH)

Keywords

• Spirits distribution
• Alcoholic beverages
• Jenever production
• Whisky distribution
• Non-alcoholic drinks

Headquarters

HQ city

Ghent

HQ country

Belgium

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Beverage product sales: La Martiniquaise Benelux generates revenue through the production and distribution of alcoholic and non-alcoholic beverages, including spirits (whisky, gin, rum, vodka, cognac, liqueurs, jenever), wine products (port, apertifs), and non-alcoholic drinks. Revenue is derived from wholesale, retail, and HORECA channels across the Benelux region.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

La Martiniquaise Benelux is a producer and distributor of alcoholic and non-alcoholic festive beverages, operating across Belgium, Luxembourg, and the Netherlands. The company markets a portfolio of 50+ brands spanning jenever, whisky, rum, vodka, gin, cognac, liqueurs, port, aperitifs, and soft drinks, combining long-standing local Benelux brands (Smeets, Peterman, Olifant, Hooghoudt) with internationally distributed La Martiniquaise Group labels (LABEL 5, Glen Moray, Saint James, Porto CRUZ, Poliakov, Drumshanbo, Marie Brizard). Products are sold to retail, HORECA, and wholesale customers, supported by brand-specific webshops and dedicated local sales teams.

Product overview

La Martiniquaise Benelux is a producer and distributor of alcoholic and non-alcoholic festive beverages with an extensive portfolio of major national and international brands spanning multiple categories: Jenever & Grain Spirits (Peterman, Smeets, Hertekamp, Olifant, No.1, Gorter, Goblet), Whisky (LABEL 5, Cutty Sark, Glen Moray, Glen Turner, Hooghoudt Whisky, Maltky, Paddy, Sir Edwards, William Peel), Rum (Saint James, Negrita, Bally, Old Nick, Rivière du Mât, Depaz, Dillon, Estaro), Vodka (Poliakov, Sobieski), Gin (Gibson's, HTK, Drumshanbo Gunpowder), Aperitif & Porto (Porto CRUZ, St Raphaël, Duval, Perlino, Villa Cardea, Corsieri, Berger), Cognac & Vieux (Gautier, Saint Vivant, Old Fine, Joseph Guy, Dujardin), Liqueurs (L'Héritier-Guyot, Pompierke, Zizi Coin Coin, Fireball, Marie Brizard, Monkey Balls, Café Marakesh, El Picũ), Alcoholic Drinks (Peterman Flavoured, Smeets Flavoured, Southern Comfort, Olifant Flavoured), and Non-Alcoholic drinks (Canadou, Caraïbos, SIR. JAMES 101, Kidibul, Venezzio, Vintense, Hooghoudt Siropen, RTD, Kruidenbitters). The company combines local tradition and craftsmanship with environmental responsibility.

Differentiator

Problem solved

Functional benefit

Products and services

• Smeets Jenever (Bessenjenever, Graanjenever, Flavoured) Traditional Dutch jenever (grain, berry, and flavoured variants) sold to retail, HORECA, and wholesale customers, with consumer sales via the smeets.be webshop.
• Peterman Jenever (Graan and Flavoured) Dutch jenever and flavoured jenever variants for retail, HORECA, and wholesale distribution in the Benelux.
• Olifant Jenever (Graan and Flavoured) Traditional jenever and flavoured jenever range, with a dedicated webshop at olifantjenever.be, sold via retail, HORECA, and wholesale.
• Hooghoudt Jenever, Kruidenbitters, Siropen, and RTD Hooghoudt's portfolio of jenever, herbal bitters, syrups, and ready-to-drink mixed beverages for retail, HORECA, and wholesale customers.
• Hertekamp Jenever Traditional jenever brand distributed across Benelux retail and HORECA channels.
• No.1 Jenever Jenever SKU distributed to Benelux retail, HORECA, and wholesale customers.
• Gorter Jenever Traditional jenever for Benelux off-trade and on-trade distribution.
• Goblet Jenever Jenever SKU distributed through Benelux retail, HORECA, and wholesale channels.
• LABEL 5 Scotch Whisky Blended Scotch whisky sold via retail, HORECA, and wholesale in the Benelux, with a dedicated webshop at label5.com.
• Glen Moray Single Malt Scotch Whisky Premium single malt Scotch whisky positioned for HORECA and retail premium shelves, with a dedicated webshop at glenmoray.com.
• Cutty Sark Scotch Whisky Blended Scotch whisky for retail and HORECA distribution in the Benelux.
• Glen Turner Single Malt Single malt whisky for retail and HORECA distribution in the Benelux.
• Paddy Irish Whiskey Blended Irish whiskey sold through Benelux retail, HORECA, and wholesale.
• Sir Edwards Scotch Whisky Scotch whisky distributed in the Benelux via retail and HORECA.
• William Peel Scotch Whisky Scotch whisky for Benelux retail and HORECA distribution.
• Maltky Whisky Liqueur Whisky liqueur SKU distributed in the Benelux.
• Saint James Rhum Agricole Agricole rum from Martinique, sold through retail, HORECA, and wholesale in the Benelux.
• Negrita Rhum Caribbean rum sold via retail, HORECA, and wholesale in the Benelux.
• Bally Rhum Agricole Premium agricole rum distributed in the Benelux via retail and HORECA.
• Old Nick Rhum Rum SKU distributed to Benelux retail and HORECA.
• Rivière du Mât Rhum Agricole Agricole rum for retail and HORECA distribution in the Benelux.
• Depaz Rhum Agricole Agricole rum sold through Benelux retail, HORECA, and wholesale.
• Dillon Rhum Agricole Agricole rum for Benelux retail and HORECA distribution.
• Estaro Rhum Rum SKU for Benelux retail, HORECA, and wholesale distribution.
• Poliakov Vodka Mass-market vodka sold to retail, HORECA, and wholesale across the Benelux and online.
• Sobieski Vodka Vodka for Benelux retail, HORECA, and wholesale customers.
• Gibson's Gin Gin distributed in the Benelux via retail, HORECA, and wholesale.
• HTK Gin Gin for Benelux retail and HORECA distribution.
• Drumshanbo Gunpowder Irish Gin Premium gin sold primarily to HORECA and premium retail, with direct-to-consumer online sales.
• Porto CRUZ Port and Aperitif Port wine and port-based aperitif sold to retail, HORECA, and wholesale across the Benelux.
• St Raphaël Aperitif Aperitif beverage for Benelux retail and HORECA distribution.
• Duval Aperitif Aperitif for retail and HORECA distribution in the Benelux.
• Perlino Aperitif Aperitif beverage for Benelux retail and HORECA distribution.
• Villa Cardea Aperitif Aperitif SKU for Benelux retail and HORECA.
• Gautier Cognac Cognac sold to HORECA, retail, and wholesale in the Benelux.
• Saint Vivant Armagnac and Cognac Armagnac and cognac for HORECA, retail, and wholesale in the Benelux.
• Old Fine Cognac Cognac sold to HORECA, retail, wholesale, and direct-to-consumer online.
• Joseph Guy and Dujardin Cognac Cognac and brandy for Benelux retail, HORECA, and wholesale distribution.
• L'Héritier-Guyot Liqueurs Liqueur range for Benelux retail, HORECA, and wholesale.
• Pompierke Liqueur Liqueur SKU for Benelux retail, HORECA, and wholesale distribution.
• Fireball Cinnamon Whisky Liqueur Flavored whisky liqueur distributed via retail, HORECA, and wholesale in the Benelux.
• Marie Brizard Liqueurs and Cocktail Range Liqueurs and cocktail mixers sold to retail, HORECA, and wholesale customers.
• Monkey Balls, Zizi Coin Coin, Café Marakesh, El Picù Liqueurs Specialty liqueur SKUs for Benelux retail, HORECA, and wholesale.
• Southern Comfort and Olifant Flavoured Alcoholic Drinks Flavoured alcoholic beverages for retail, HORECA, and wholesale in the Benelux.
• Busnel Calvados Calvados for HORECA, retail, and wholesale distribution in the Benelux.
• Tiscaz and Eliterna Spirits Spirit SKUs for retail, HORECA, and wholesale distribution in the Benelux.
• Canadou, Caraïbos, and SIR. JAMES 101 Non-Alcoholic Cocktails Non-alcoholic ready-to-drink cocktails and mixers for retail, HORECA, and wholesale customers.
• Kidibul Children's Non-Alcoholic Cocktail Children's non-alcoholic cocktail for retail and HORECA family-friendly venues.
• Venezzio and Vintense Dealcoholized Wines Dealcoholized still and sparkling wines for retail, HORECA, and wholesale in the Benelux.
• Jachtbitter Bitters and Appetizers Bitters and appetizer beverages for retail and HORECA distribution.
• Wholesale and HORECA Distribution Services Sales, marketing, logistics, and distribution services that bring the La Martiniquaise Benelux brand portfolio to retail, HORECA, and wholesale customers across the Benelux.

Quantifiable outcome

• Smeets won 2× Gold and 1× Silver at the international Spirits Selection by CMB 2024 competition.
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• RaphaflagshipGTM or Marketing Partner · 27 June 2023St Raphaël (a brand of La Martiniquaise Group) partnered with Rapha, one of the most prominent premium cycling apparel brands, to launch a six-piece limited edition cycling collection. The collaboration celebrates the shared heritage of both brands with cycling, as St Raphaël was the first non-cycling brand to sponsor a French cycling team in the 1950s. The collection includes a Pro Team Aero Jersey, an off-road woolen sweater, merino socks, and a reversible cycling cap.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Edrington: Scottish privately-held spirits group (Famous Grouse, Macallan, Highland Park) with European distribution that competes for premium Scotch listings handled by LMBenelux brands like Cutty Sark and Glen Moray.
• Pernod Ricard: One of the world's two largest spirits groups with broad Benelux presence through Chivas Brothers, Jameson, Havana Club, Malibu and Beefeater — competing for HORECA listings and retail shelf space against LMBenelux's international portfolio.
• Campari Group: Italian-headquartered global spirits group (Aperol, Campari, Wild Turkey, Grand Marnier) with growing Benelux presence, particularly in aperitivo — overlapping with LMBenelux's St Raphaël and Villa Cardea aperitif brands.
• Diageo: World's largest spirits company with deep Benelux distribution across Johnnie Walker, Smirnoff, Captain Morgan, Tanqueray — directly competing for the same on-trade and off-trade accounts that LMBenelux serves.
• Rémy Cointreau: Global French spirits group (Rémy Martin cognac, Cointreau liqueur, LOUIS XIII) operating a multi-category portfolio model comparable in structure to La Martiniquaise Group, though at significantly larger scale and more premium positioning.

Direct peers

• Stock Spirits Group: Central European branded spirits group (listed in London/Warsaw) with overlapping brand-owner and distributor model across multiple local markets, comparable to LMBenelux's multi-brand Benelux roll-up.
• Marie Brizard Wine & Spirits: French multi-category spirits and liqueur group with historic Belgian roots and European distribution — LMBenelux actually carries the Marie Brizard brand, making it a partial supplier-cum-peer rather than pure competitor.
• Lucas Bols: Dutch-based spirits producer and marketer (listed on Euronext Amsterdam) with a comparable multi-category portfolio including jenever, genever, liqueurs, and cocktail bitters, overlapping with LMBenelux's Hooghoudt, Olifant, and Gorter brands.
• Koninklijke De Kuyper: Dutch family-owned liqueurs and distillery company with deep Benelux heritage, comparable to LMBenelux's liqueur and bitters portfolio (L'Héritier-Guyot, Pompierke, Zizi Coin Coin) and on-trade distribution model.

Regional players

• De Monnik Dranken: Dutch independent spirits and beverages distributor focused on Benelux HORECA and specialty retail, comparable in channel mix and territory to LMBenelux but smaller in scale and brand portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/lmbenelux

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about La Martiniquaise Benelux