Campari Group Expands Brands Portfolio

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Campari Group Expands Brands Portfolio

Campari Group Expands Brands Portfolio
October 10
12:12 2019

Campari Group, the Italian and international drinks business, has acquired a controlling interest in Mexican super premium brands Ancho Reyes spicy liqueur and Montelobos mezcal. In 2018 the net sales achieved by the two brands jointly amounted to approx. US$7 million (€6 million), before any distribution synergies.

The two brands achieved a CAGR of 53.7% overall in 2016-2018. Camparia Group is paying US$35.7 million (€32.7 million) in cash for a 51% interest in the two Mexican companies producing the brands.

Ancho Reyes is a natural and authentic liqueur, crafted from ancho and poblano chiles cultivated in the volcano-enriched soils of Puebla, Mexico. It represents a versatile proposition, offering an ideal fit to mixology as a foundation for innovative cocktails. Montelobos is an artisanal mezcal, a distilled alcoholic spirit manufactured from agave plants, produced in Mexico. In 2018 the core market for Ancho Reyes and Montelobos was the United States which accounted for 66.4% of the combined sales, with Mexico, UK and other international markets for the balance of net sales.

Bob Kunze-Concewitz (pictured), chief executive of Campari Group, comments: “We are very pleased to enrich our offering with two super premium brands, Ancho Reyes spicy liqueur and Montelobos mescal – they give us the opportunity to add a unique and versatile liqueur with a strong international potential, riding the very positive mixology trend, as well as to enter the premium and high performing mezcal category. We acquire two truly handcrafted gems and we continue to premiumise our portfolio with a particular focus on the key US market, enhancing our exposure to the strategic premium on-premise distribution channel.”

The deal is expected to close by year end.

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