MG Destilerías buys Coppa Cocktails

Spanish spirits producer MG Destilerías is honing in on the ready-to-drink (RTD) category after purchasing Coppa Cocktails.

MG Destilerías, whose portfolio includes Ron Barceló and Le Tribute, believes the purchase will increase its overall turnover by roughly 6%.

Financial terms of the deal were not disclosed.

In addition to its own line, MG Spirit, the company plans to double the sales of its RTDs with the move.

Dutch brand Coppa Cocktails is already available in 60 markets and is predicted to sell 300,000 cases (12 bottles per case) by the end of 2024.

Manu Giró, CEO of MG Destilerías and former president of Spirits Europe, said: “Coppa Cocktails has a unique brand universe that genuinely translates the values that consumers are looking for in this category, with extraordinary growth and strong distribution in important European markets.

“In addition to being the ideal complement to our brand portfolio, it also opens up new opportunities in key regions like the US and Europe.”

RTDs is currently one of the fastest-growing spirits categories, which, citing data from IWSR, MG Destilerías said was experiencing annual growth of 12%.

RTD mixed drinks and cocktails in particular are expected to account for 26% of the overall category’s sales by 2026 – topping hard seltzers, which are predicted to account for 20%.

MG Destilerías said the acquisition would strengthen its presence in the US and Europe, as well as in the global travel retail market.

In the US, research has revealed demand for canned cocktails is up by 20% and the category is expected to reach US$21.1 billion in value by 2027, while the demand for premium, ‘bar-quality’ products has seen it also take off in the travel retail space.

The production and bottling of Coppa Cocktails is currently done in the Netherlands, but overtime it will gradually be moved to MG Destilerías’ facilities in Vilanova i la Geltrú, Spain.

The brand has 16 ready-to-serve products in its line – including a Margarita, Mojito, Strawberry Daiquiri and Piña Colada – with each possessing an ABV between 10%-15%.

Natal da Graça, founder of the Coppa Cocktails, added: “MG Destilerías’ vision and experience in building long-term brands will enable [the company] to take Coppa Cocktails to the next level of development and internationalisation in the upcoming years.”