Gruppo Campari strengthens US position with US$40 million X-Rated acquisition – 19/07/07

Gruppo Campari adds X-Rated and Jean-Marc XO to its extensive portfolio


USA. Italian drinks giant Gruppo Campari has announced that it has reached an agreement to acquire the premium X-Rated Fusion Liqueur, Jean-Marc XO luxury vodka and X-Rated ultra premium vodka in a deal valued at US$40 million.

X-Rated was launched in 2004 by award-winning spirits creator Jean-Marc Daucourt and Todd Martin, the former Allied Domecq North America President, who are both principal owners of the brand. It is currently distributed in the USA by luxury imported spirits company Daucourt Martin Imports.

Commenting on the acquisition Gruppo Campari CEO Bob Kunze Concewitz said: “X-Rated Fusion Liqueur is a unique spirit with a bold, innovative marketing approach that fits our growing portfolio of super and ultra premium spirits. X-Rated is yet another strategic acquisition with high upside for Gruppo Campari and contributes to further strengthen our presence, through our subsidiary Skyy Spirits, in the USA, a crucial market in the Group’s international expansion strategy”.

X-Rated Fusion Liqueur is an exotic fusion of ultra premium French vodka and blood oranges from Provence, fused with mango and passion fruit for a unique taste experience and was voted “Best New Spirit” in 2006 by Market Watch.

Jean-Marc XO Vodka is handcrafted, luxury vodka, made from four different types of French wheat and distilled nine times. Jean-Marc XO has won numerous awards and is the only vodka to earn the prestigious American Academy of Hospitality Science’s “International Five Star Diamond Award”.

Jean-Marc XO presents a key opportunity to further strengthen our presence in the luxury vodka segment; the fastest growing one in the US vodka category say Gruppo Campari.

“Skyy Spirits and Gruppo Campari will take our cutting edge spirits brands to new heights” concluded Daucourt Martin Imports CEO Todd Martin, CEO. “They have an outstanding track record of building stylish brands worldwide”.

MORE STORIES ON GRUPPO CAMPARI

Gruppo Campari welcomes new CEO – 10/05/07

Gruppo Campari takes control of Cabo Wabo tequila – 07/05/07

Campari drinks to spirits acquisitions – 21/03/07

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