What ST GERMAIN does

St-Germain is a French elderflower liqueur brand launched in 2007 by third-generation distiller Robert J. Cooper, recognized as the creator of the modern elderflower liqueur category. The core product is a 20% ABV (40 proof) liqueur made via natural maceration of up to 1,000 hand-picked wild elderflower blossoms (Sambucus Nigra) per bottle, sourced during a 3-4 week late-May harvest window. The bottle design is Art Deco-inspired, evoking the Belle Époque Parisian district of St-Germain-des-Prés, and the product is gluten-free with no artificial flavoring or coloring.

The brand monetizes through one-time sales of the liqueur, distributed globally via premium spirits retailers, specialty épiceries fines, and direct-to-consumer e-commerce (US and UK storefronts). Its commercial model is supported by an extensive cocktail recipe portfolio (18+ signature serves including the Spritz, Royale, Hugo, and French Blonde) and a co-branded accessory line (carfes, stir rods, glassware). The brand is wholly owned by Bacardi, the world's largest privately held spirits company, and operated through Bacardi-Martini B.V. in Rotterdam, Netherlands. Marketing is content-driven, centered on editorial storytelling, seasonal campaigns, and a multi-year celebrity ambassador partnership with Sophie Turner.

St-Germain serves two primary segments: professional bartenders and mixologists who use it as a versatile cocktail ingredient, and at-home cocktail enthusiasts seeking premium liqueurs for entertaining. The brand also targets aperitif and celebration occasions through its signature Spritz format. With no public revenue disclosure and no independent operating data, the brand functions as a portfolio asset within Bacardi's broader premium spirits strategy.

Name

ST GERMAIN

Legal name

Bacardi-Martini B.V.

Website

https://stgermainliqueur.com

Company type

Private

Founded year

2007

Operating status

Operating

Short description

St-Germain is a French elderflower liqueur brand launched in 2007 and owned by Bacardi, selling a 20% ABV liqueur made from hand-picked elderflowers to bartenders, at-home cocktail enthusiasts, and aperitif occasion consumers through global retail and e-commerce channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Spirits Liqueur Product Sales: Revenue generated from the sale of St-Germain Elderflower Liqueur through multiple retail and distribution channels including direct online sales, premium spirits retailers, and wholesale distribution.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

St-Germain produces and sells a French elderflower liqueur (20% ABV / 40 proof) made from up to 1,000 hand-picked wild elderflower blossoms per bottle using a natural maceration infusion process during the 3-4 week late-May harvest window. The brand also retails branded barware accessories (carafes, stir rods, recipe book, glassware sets) and serves as a versatile cocktail ingredient and aperitif for both professional bartenders and at-home consumers.

Product overview

St-Germain is a French elderflower liqueur brand offering a premium artisan liqueur made from hand-picked fresh elderflowers. The core product is the St-Germain Elderflower Liqueur (20% ABV), complemented by a portfolio of signature cocktail recipes (Spritz, Royale, Margarita, Gin and Tonic, Hugo Spritz, Rosé Spritz, French Blonde, Elderflower 75, Elderflower Mojito, Traditional Elderfashioned, Al Fresco Spritz, Frenchie Negroni, Parisian Daiquiri, Flower Drop, Provence Paloma, Olivette). The brand also offers accessories including a recipe book, hand-blown carafes, stir rods, and spritz glassware sets. St-Germain is positioned as a versatile cocktail ingredient and aperitif, with the St-Germain Spritz as its signature cocktail.

Differentiator

Problem solved

Functional benefit

Products and services

• St-Germain Elderflower Liqueur A French liqueur (20% ABV / 40 proof) made with fresh elderflowers, hand-picked once a year in late spring. Each bottle contains up to 1,000 elderflower blossoms. Made using a natural infusion with no artificial coloring or flavoring, gluten-free. Intended as a versatile cocktail ingredient and aperitif for bartenders and at-home consumers.
• St-Germain Recipe Book A recipe book featuring cocktails and mixology guidance for crafting drinks with St-Germain Elderflower Liqueur, sold to consumers as a branded accessory.
• St-Germain Large Carafe A hand-blown glass carafe designed for serving batch St-Germain cocktails for intimate and larger gatherings, sold as a branded barware accessory.
• St-Germain Elderflower Stir Rods (Set of Two) Stylish stir rods designed to elevate the St-Germain serving experience, sold as a functional branded bar accessory.
• St-Germain Spritz Essentials Collection A bundled collection including the iconic bottle of St-Germain elderflower liqueur together with signature spritz glasses, carafe, and stir rods for elegant hosting.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Bacardi Martini B.V.coreOthersSt-Germain is owned by Bacardi Martini B.V., a Bacardi group company. Bacardi is described as the largest privately held spirits company in the world. St-Germain operates under Bacardi's corporate structure with data processed through Bacardi's privacy framework.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Campari: Campari is a leading Italian bitter aperitif brand from the Campari Group, with a similarly strong aperitif/drinks portfolio and global presence. Comparable as a broad incumbent in the aperitif/liqueur space that overlaps with St-Germain's cocktail occasions.
• Aperol: Aperol is a leading Italian aperitif from the Campari Group, riding the same spritz/aperitif wave that benefits St-Germain. Both brands share the "spritz" cocktail occasion and aperitif positioning, making them close adjacent competitors for the same at-home and on-premise occasions.
• Jägermeister: Jägermeister is a globally established herbal liqueur brand owned by Mast-Jägermeister SE, with strong marketing investment and category leadership. Comparable as a broad incumbent in the liqueur category with established brand power and global distribution.

Direct peers

• Baileys: Baileys is a global Irish cream liqueur owned by Diageo, similarly positioned as a flavored liqueur used in cocktails and special occasions. Direct comparable in premium liqueur category with global distribution and signature drink.
• Cointreau: Cointreau is a premium French orange liqueur owned by Rémy Cointreau, serving as a direct comparable in the premium liqueur category. Both brands are positioned as essential cocktail ingredients, with strong brand recognition and signature cocktail franchises.
• Kahlúa: Kahlúa is a global coffee liqueur brand owned by Pernod Ricard, used as a versatile cocktail ingredient. Comparable to St-Germain as a single-flavor liqueur with strong mixability and signature cocktail franchise (Espresso Martini).
• Disaronno: Disaronno is an Italian almond-flavored liqueur with a strong lifestyle brand and signature cocktail positioning. Both brands emphasize heritage, distinctive bottle design, and aspirational aperitif/digestif occasions.
• Luxardo: Luxardo produces premium Italian liqueurs including maraschino and sambuca, with a focus on artisanal production and bartending applications. Comparable to St-Germain as a heritage liqueur brand with craft positioning and cocktail-focused marketing.
• Drambuie: Drambuie is a premium Scottish honey and herb liqueur with a similar artisanal heritage story and category-leading positioning. Both St-Germain and Drambuie compete in the premium liqueur space used for cocktails and signature serves.
• Chambord: Chambord is a premium French raspberry liqueur positioned similarly to St-Germain as a single-flavor, French-origin craft liqueur used in cocktails and signature serves. Both brands target bartender and at-home mixology occasions with premium pricing and lifestyle branding.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/StGermainDrinks
• YouTubeyoutube.com/channel/UC_r3Ocronf4YlgTVB-spRyQ
• Facebookfacebook.com/St-Germain
• Instagraminstagram.com/stgermaindrinks
• Pinterestpinterest.co.uk/stgermaindrinks

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 ST GERMAIN