👉 Background: Lion Group is owner of popular brands like XXXX, Furphy, Little Creatures, and Tooheys beer. They initially bought a half stake in Four Pillars Gin back in 2019 for an estimated $40 million.

👉 What happened: Now, Lion Group is taking full control of Four Pillars for an estimated extra $50 million. This makes sense after Four Pillars' recent performance: being on track to sell 1.2 million bottles of gin this year - more than double its sales in 2019.

👉 What else: And while Four Pillars is already sold in over 25 international markets, Lion plans to expand it even further. They see premium spirits, like gin, as the next frontier of growth.  

What's the key learning?

💡 Move over old school beers - the premium craft market is taking your mantle.

💡The Premium Spirits Market was valued at $158 billion in 2022 but it's expected to grow at over 10 percent per year over the next 7 years. And it's all because consumers, particularly millennials and Gen Z, are drawn to beverages that offer a unique taste, high quality.

💡These are aspects that Four Pillars has in spaaaades:

• Three everyday Aussie mates buy a gin distillery in 2013
• 6 years later... they're named the world's best gin producer

So with this acquisition, Lion clearly realizes it needs to continuously innovate to meet changing consumer demand.

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