CAMPARI GOES X-RATED

DAVIDE
CAMPARI SPA ANNOUNCED
in July that it bought the X-Rated stable of US high-end
spirits brands for 29 million euros (approximately $4O
million US), expanding its presence in the lucrative premium
segment of the alcohol market. In a statement, Milan-based
Campari said the X-Rated brands have grown rapidly since
their launch in 2OO4, selling a total of 7O,OOO cases last
year. Family controlled Campari, Italy’s biggest listed
alcoholic drinks company, is buying the X-Rated brands from
its founders, spirits blender Jean-Marc Daucourt and former
US Allied Domecq executive Todd Martin. The purchase, that
was to be paid in cash in August, buys the company X-Rated
Fusion Liqueur, and two vodka brands, Jean-Marc XO and
X-Rated. Though relatively small, the acquisition is one of
a series of purchases by Campari as it seeks to broaden its
presence in previously uncharted territory. At the end of
2OO5 Campari bought three Scotch whisky brands from Pernod
Ricard and more recently, the company added Sammy Hagar’s
super-premium Cabo Wabo line of tequilas to its portfolio
with an 8O% ownership share for $8O million. Between the
X-Rated and Cabo Wabo lines it would seem that the staid
appearing Campari organization is showing that it has a bit
of a wild side.