Noilly Prat
Noilly Prat is a heritage French vermouth brand (founded 1855, Bacardi-owned) producing four vermouth SKUs via outdoor aging and hand-stirred maceration in Marseillan, serving spirits consumers, tourists at La Maison, and corporate event clients.
- Company typePrivate
- Founded1855
- HeadquartersMarseillan, France
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Noilly Prat does
Noilly Prat is a French vermouth producer founded in 1855 (with origins to 1779) and currently owned by Bacardi Group, operating via Bacardi-Martini France (SAS) and Bacardi Martini B.V. The company produces four vermouth varieties—Original Dry and Extra Dry (both 18% ABV) and Ambré and Rouge (both 16% ABV)—each built from white wine macerated with between 15 and 27 herbs and spices sourced globally (Morocco, Tunisia, Italy, Guatemala, Sri Lanka, Ecuador, Spain, Madagascar). Its proprietary production process combines outdoor aging of base wines for 12 months in the L'Enclos open-air cellar in Marseillan with a hand-stirred maceration (dodinage) lasting three weeks, spanning over 16 months for the Original Dry line.
The business monetizes through three primary revenue streams: vermouth product sales across direct e-commerce (boutique.noillyprat.com and boutique.cocktailsetcie.com), Amazon marketplace (notably amazon.de), and physical retail partners; ticketed visitor experiences at La Maison Noilly Prat in Marseillan priced at €12-€17 per person (Discover/Explore tours, Spritz workshops, cinema nights, musical evenings, theatrical performances); and B2B venue rental for weddings, private parties (up to 200 guests), and corporate seminars across five reception rooms (40-700 sq.m.), including a mobile Noilly Spritz bar service starting at €1,400 HT. Customer segments span spirits enthusiasts and home entertainers, tourism and experience seekers (TripAdvisor rank #1 of 6 in Marseillan Food & Drink, 767 reviews), and corporate/event planners. The brand is managed under DISCUS and spiritsEUROPE responsible marketing compliance and supports English, French, and German digital storefronts with primary markets in France, Germany, and the United Kingdom.
Noilly Prat firmographics
Firmographics- Name
- Noilly Prat
- Legal name
- BACARDI MARTINI FRANCE
- Website
- https://noillyprat.com
- Company type
- Private
- Founded year
- 1855
- Operating status
- Operating
- Short description
- Noilly Prat is a heritage French vermouth brand (founded 1855, Bacardi-owned) producing four vermouth SKUs via outdoor aging and hand-stirred maceration in Marseillan, serving spirits consumers, tourists at La Maison, and corporate event clients.
- Ownership category
- akta.pro rank
Noilly Prat industry classification
Industry- Product category
- French Vermouth / Aperitif Wine
- NAICS
- Wineries (31213)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Sake & Traditional Rice Wine Production (AFAFAAAG)
Keywords
Where Noilly Prat is headquartered
LocationHeadquarters
- HQ city
- Marseillan
- HQ country
- France
- HQ region
- Europe
Offices2 records
Markets served
Noilly Prat business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Others
Revenue model
- Vermouth Product Sales: Sale of four vermouth varieties (Original Dry 18% ABV, Extra Dry 18% ABV, Ambré 16% ABV, Rouge 16% ABV) through direct e-commerce and retail partners. Each variety features between 15-27 herbs and spices sourced globally.
- Visitor Experiences: Ticketed experiences at La Maison Noilly Prat including guided tours (Discover 12€/pers, Explore 17€/pers), Spritz workshops (15€/pers), and seasonal entertainment events (theatre 12€/pers, cinema 15€/pers, music 15€/pers).
- Venue Rental & Private Events: Rental of estate spaces for weddings, ceremonies, birthdays, private parties (up to 200 people), and corporate seminars/meetings. Event bar service packages available from €1,400 HT for corporate events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Discover Tour - 45-minute guided experience |
| One time/ perpetual license | Pay-as-you-go | Explore Tour - 1h15 extended experience |
| One time/ perpetual license | Pay-as-you-go | Spritz Workshop |
| One time/ perpetual license | Pay-as-you-go | Theatrical Experience |
| One time/ perpetual license | Pay-as-you-go | Cinema Night |
| One time/ perpetual license | Pay-as-you-go | Musical Evening |
| Unit Pricing | Pay-as-you-go | Board Game Evening |
| One time/ perpetual license | Multi-year contract | Classic Pack Event Bar Service |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Noilly Prat product offering
Product offeringCore offering
Noilly Prat produces and sells four varieties of French vermouth — Original Dry, Extra Dry, Ambré, and Rouge — crafted through traditional outdoor wine aging (L'Enclos) and a hand-stirred herbal maceration process (dodinage), with each variety incorporating 15-27 globally sourced herbs and spices. The company also operates La Maison Noilly Prat in Marseillan as a destination brand home, offering guided tours, tasting workshops, seasonal events, a cocktail bar (Le Basalte), and venue rental for private and corporate events.
Product overview
Noilly Prat is a French vermouth company offering a collection of four distinct dry white wine vermouths: Original Dry (18% ABV), Extra Dry (18% ABV), Ambré (16% ABV), and Rouge (16% ABV). The products are crafted through a traditional process involving outdoor ageing in the Enclos and a unique maceration method called dodinage. The company also provides experiential services including guided tours of their Maison in Marseillan, France, a cocktail bar (Le Basalte), private event hosting, and corporate seminar facilities. The vermouths are distributed through the company's online boutique and various retail partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Noilly Prat Original Dry Vermouth
Companies that use Noilly Prat
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Noilly Prat technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Noilly Prat partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Bacardi Martini B.V.coreNoilly Prat is owned and operated by Bacardi Martini B.V. (BMF), the largest privately held spirits company in the world. Bacardi-Martini France (SAS with capital of 342,000 euros, registered at RCS Bobigny 414 749 200) manages the French operations and website. The legal entity operating the Noilly Prat website is Bacardi-Martini B.V., registered at Weena 505, 3013 AL Rotterdam, The Netherlands.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Noilly Prat competitors and assessment
Company assessmentDirect peers
- Cinzano: Italian vermouth brand owned by Campari Group, competing head-to-head with Noilly Prat in dry and sweet vermouth across European retail and on-trade channels.
- Carpano Antica Formula: Italian vermouth brand (Fratelli Branca) known for Punt e Mes and Antica Formula; competes in the premium vermouth tier with a heritage, craft-credentials positioning similar to Noilly Prat.
- Maison Dolin: French vermouth producer from Chambéry with Chambéry AOC designation; a craft, single-estate vermouth house that competes for the same premium aperitif positioning as Noilly Prat.
- Lillet: French aromatized aperitif wine owned by Maison Bardinet/Pernod Ricard; directly competes with Noilly Prat in the French aperitif category and shares French heritage positioning.
- Martini & Rossi: Global vermouth market leader, also owned by Bacardi. Most direct competitor to Noilly Prat in dry and sweet vermouth categories and the dominant benchmark for share of throat in the segment.
- Punt e Mes: Italian vermouth brand from the Carpano portfolio (Fratelli Branca), competing in the premium vermouth category with strong on-trade cocktail credentials similar to Noilly Prat.
Emerging players
- Dolin Génépi des Alpes: Adjacent producer within the Dolin portfolio focused on Alpine herbal liqueurs; relevant as a craft herbal aperitif that overlaps with Noilly Prat's botanical/herb-forward positioning and cocktail use cases.
- Giulio Cocchi: Italian aromatized wine and vermouth producer (Cocchi Vermouth di Torino) with strong craft cocktail-bar following; overlaps Noilly Prat in on-trade vermouth usage and aperitif occasions.
Regional players
- Byrrh: French quinquina aperitif wine historically based in the South of France; overlaps with Noilly Prat as a French aromatized aperitif with strong regional/category heritage credentials.
Broad incumbents
- Campari: Italian bitter aperitif and the flagship brand of Campari Group; competes for aperitif occasions and on-trade placement with Noilly Prat, though in a different sub-segment (bitter vs. aromatized wine).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Noilly Prat social profiles
Digital presenceNoilly Prat financial estimates
Financial estimateRevenue estimate
Valuation estimate
Noilly Prat leadership team
Management profileNumber of profiles
Noilly Prat funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Noilly Prat M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Noilly Prat
What does Noilly Prat do?
Noilly Prat produces and sells four varieties of French vermouth — Original Dry, Extra Dry, Ambré, and Rouge — crafted through traditional outdoor wine aging (L'Enclos) and a hand-stirred herbal maceration process (dodinage), with each variety incorporating 15-27 globally sourced herbs and spices. The company also operates La Maison Noilly Prat in Marseillan as a destination brand home, offering guided tours, tasting workshops, seasonal events, a cocktail bar (Le Basalte), and venue rental for private and corporate events.
Is Noilly Prat a public or private company?
Noilly Prat is a private company. It is classified as corporate owned and is currently operating.
When was Noilly Prat founded?
Noilly Prat was founded in 1855.
Where is Noilly Prat based?
Noilly Prat is headquartered in Marseillan, France, in the Europe region.
How does Noilly Prat make money?
Three revenue lines are on record. Vermouth Product Sales are the primary driver. The others are visitor Experiences and venue Rental & Private Events.
Who are Noilly Prat's main competitors?
Direct peers on record are Cinzano, Carpano Antica Formula, Maison Dolin, Lillet, Martini & Rossi and Punt e Mes. Emerging players are Dolin Génépi des Alpes and Giulio Cocchi. Byrrh is listed as a regional player. Campari is listed as a broad incumbent.
Does Noilly Prat have an API?
No public API is recorded for Noilly Prat.
What industry is Noilly Prat in?
Noilly Prat's product category is French Vermouth / Aperitif Wine. Its primary akta.pro industry code is AFAFAAAG, Sake & Traditional Rice Wine Production. Its NAICS code is 31213 and its SIC code is 2080.