Campari, the Italian spirits group, recently finalized the acquisition of French cognac brand Courvoisier for 1.08 billion euros. This marks the largest transaction in its history and was completed in February after negotiations began with Beam Suntory in December 2023.
Established in 1860, Campari has been expanding through strategic acquisitions since 1995. The acquisition of Courvoisier adds to its diverse portfolio of around fifty brands, including Aperol, Grand Marnier, and Picon. The agreement includes a provision for an additional payment of 112 million euros in 2029 contingent upon meeting specific sales targets.
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Italian spirits group Campari has recently acquired French cognac brand Courvoisier for €1.08 billion, marking its largest transaction ever.
Campari was founded in 1860 and has since expanded through strategic acquisitions since 1995. With a presence in over 190 countries and a diverse portfolio of around fifty brands including Aperol, Grand Marnier, and Picon, this acquisition adds another valuable addition to its collection.
The agreement between Campari and Courvoisier also includes a provision for an additional payment of €112 million in 2029 if specific sales targets are met.
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To succeed in modern marketing it is important to utilize data analytics as well as adapting to algorithm changes which will help drive success across all channels