Italian branded beverage company Campari Group have entered into “exclusive negotiations” with Chevrillon Group to acquire French company Rhumantilles SAS.
Rhumantilles owns 96.5% of Martinique based company Bellonnie & Bourdillon Successeurs, which in turn produces “strategic premium brands” Trois Rivières and La Mauny.
The company hopes that the two rum brands’ strong presence in France and the potential for international growth will enhance Campari’s offering. Rum offers an opportunity to capitalise on the growing premiumisation trend towards and cocktail culture.
Campari will also acquire Duquesne, a brand designed for the local market, in the deal.
Campari plans to make France one of its strategic markets, and with this acquisition aims to add significant critical mass in the sector.
By Bryony Andrews
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