Sovereign Brands unveil their Immersive Bucharest Headquarters, in partnership with TakeOvers Studios
Sovereign Brands, the multi-national wine and spirits powerhouse behind globally acclaimed brands Luc Belaire, Bumbu rum, The Deacon whisky, Villon Liqueur and McQueen & The Violet Fog gin, celebrated the grand opening of its headquarters in Bucharest on January 21st. Located within the iconic TakeOvers Studios, the 550-square-metre space marks Sovereign Brand’s third global hub, joining New York and Atlanta.
A Creative Hub for Content and Innovation
Designed to empower Romania’s creative community, TakeOvers Studios’ content hub powered by Sovereign Brands offers cutting-edge facilities, including:
- A photo and video studio for professional shoots.
- A state-of-the-art recording studio for music production.
- A podcast studio for sharing stories.
- Live Band Jam Spot for music enthusiasts
- Dj Booth fully equipped with surround sound system
- A kitchen and dining space for culinary events.
- A fully stocked bar featuring Sovereign Brands’ wine and spirits portfolio.
The facilities are available to media, influencers, and creators within Sovereign Brands’ network, encouraging collaboration and artistic innovation.
TakeOvers Studios started off as a concept envisioned by the extremely creative HipHop Takeovers team, in 2020: to create a space where any kind of creative idea or multi-level experience can come to life. A concept that now becomes reality, in a premium location, and alongside the right partners: united by the common passion for music and the unconventional, their free spirit and artistry.
Cesar Bitlan, Co-Founder of TakeOvers Studios & Hip Hop Takeovers, stated: “From the very beginning, my journey has been about people—dreamers, creators, and artists who pour their hearts into their work. Alongside my partner, Vlad Mihalascu, and our incredible team, we’ve shaped TakeOvers Studios into a space dedicated to these individuals. TakeOvers Studios is our tribute to you: a place built with passion and purpose, where your ideas can flourish, and your art can shine.
Every detail, every corner of this space has been thoughtfully designed to inspire, support, and celebrate the beauty of creation. This is not just a studio; it’s a home for those who live and breathe art. As Mac Miller once said, ‘The sun is always shining somewhere’ and we hope TakeOvers Studios becomes that place for you—a space where energy, connections, and stories come alive. A heartfelt thank you to our two main partners, whose openness and support have also made this journey possible. Their collaboration has been instrumental in bringing some of our creative corners to life.”
A Star-Studded Launch Event
The launch brought together influencers, artists, and media who explored the space while enjoying bespoke cocktails, a live cooking demonstration, and music from top DJs including Cesar Bitlan, Papi, Iahim, and Ștefan Andrei. The evening celebrated creativity and Sovereign Brands’ portfolio, featuring Luc Belaire, Bumbu XO, The Deacon, and more. Am
Romania: A Key Market for Bumbu Rum
Romania is now the second-largest market globally for Bumbu rum, driven by Sovereign Brands’ successful collaboration with Pernod Ricard Romania.
Brett Berish, CEO of Sovereign Brands, remarked, “Launching our third global headquarters in Bucharest is a celebration of the incredible talent in Romania. This milestone reflects our commitment to fostering global connections and empowering creators. With Romania emerging as a top market for Bumbu, this location for our third headquarters was a natural choice.”
Adelina Din-Țurcanu, Head of Marketing at Pernod Ricard Romania, added “Pernod Ricard has been and continues to be the most important premium spirits player in Romania. The partnership and chemistry with Sovereign Brands quickly turned into a resounding success: Sovereign’s unconventional approach combined with Pernod’s experience made Bumbu the most dynamic rum brand on the market and already an international success. Romania is on a very select map”
Collaboration with “Beach, Please!” Festival
Sovereign Brands also announced an exclusive collaboration with the “Beach, Please!” festival, bringing Belaire, Bumbu, The Deacon, and Pernod Ricard’s portfolio (Absolut vodka, Malfy gin, Avion tequila) to festivalgoers through immersive activations and curated cocktail experiences. Sovereign Brands’ Headquarters at TakeOvers Studios will serve as the festival’s creative hub, offering influencers and artists a dedicated space to produce high-quality content.
About Sovereign Brands
Sovereign Brands is a family-owned, global wine and spirits company headquartered in New York City. Owned and operated by the Berish family and partners, Sovereign Brands brings together first-class producers from the world’s most iconic wine and spirit regions to develop best-in-class brands. Sovereign has a portfolio of successful brands including Luc Belaire, a smash-hit line of French sparkling wines that has earned global acclaim for its exquisite taste and striking packaging and is available in more than 100 countries around the world.
The company’s portfolio also includes McQueen and the Violet Fog, an extraordinary gin from Jundiaí, Brazil; Bumbu, a craft rum that ranks among the world’s most critically acclaimed rums, and Villon, a rich, spiced French liqueur with aromas of vanilla, chai and toasted oak. The Deacon, a premium blended Scotch Whisky made of Islay and Speyside malts, is Sovereign’s newest launch in collaboration with Pernod Ricard.