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Campari America to distribute Appleton rums

The US distribution and marketing of the Appleton Rum portfolio of brands, recently acquired by Gruppo Campari, is moving from Kobrand to Campari America from March 1, 2013. The buy back of the distribution rights from Kobrand has cost Campari US$20m.

In addition to the Wray & Nephew and Coruba Rum brands, Appleton was acquired by Gruppo Campari in December 2012 as part of the company’s purchase of the Jamaican company Lascelles deMercado & Co.

Currently, Gruppo Campari’s owned distribution of the Lascelles deMercado Brand portfolio is limited to Jamaica and the UK. Looking forward Campari is poised to benefit significantly from taking distribution in other key markets.

Bob Kunze-Concewitz, CEO says: “This is a key step in the integration process of the Appleton portfolio into our distribution network. It confirms our strong commitment to achieve a swift in-sourcing of the brands with the objective to exploit the brands’ full potential in the key US market. Owned distribution will enable greater focus on the acquired business and more efficient brand building activities. Moreover, it will allow us to further leverage our strong distribution capabilities as well as to entirely capture the brand contribution in the highly strategic US market”.

The business acquired by Gruppo Campari includes an unrivalled portfolio of world-class premium and overproof rums, including Appleton Estate (super premium aged rum designed for sipping), Appleton Special and White (blend specially designed for mixing), Wray & Nephew White Overproof (the world’s top-selling, award-winning overproof rum), Coruba, and a strong portfolio of Jamaican brands. In Fiscal Year ended September 30, 2011, this rum and spirits portfolio achieved total sales volume of 3.5 million 9 liter cases on a world-wide basis.

15 February 2013 - Felicity Murray