NETHERLANDS: Gruppo Campari follows partners out of International Marques venture

By Chris Mercer | 9 December 2011

Gruppo Campari will follow William Grant & Sons and Marnier-Lapostolle out of the three companies' International Marques distribution venture in the Netherlands, having announced a switch to Brand New Day.

From 1 April, Brand New Day will handle five of Campari's brands in the Netherlands, the two companies announced today (9 December). The switch looks set to complete the break-up of the International Marques distribution venture in the country.

Earlier this week, William Grant announced that it, too, would exit its distribution deal with International Marques, and move to Maxxium Netherlands. It will also make the switch on 1 April.

William Grant, Campari and Marnier-Lapostolle jointly operate International Marques in the Netherlands. However, William Grant said that its decision to exit the venture follows the announced departure of Marnier-Lapostolle. A spokesperson for William Grant said that a strategic review “concluded that the smaller scale of the current operation was not sustainable”.

A spokesperson for Brand New Day told just-drinks today that the group is excited about working with Campari's portfolio, particularly the Aperol brand. "Aperol is ready to explode across Europe and [in the Netherlands] we have shown that we have the right plans in place to exploit this," he said.

The five brands that Brand New Day will distribute are Campari, Aperol, Crodino, Frangelico and Glen Grant Scotch whisky.

Brand New Day's owner, Carlo van Overveld, said that the distributor now offers "a complete drinks portfolio" for the off- and on-trade. The distributor already handles Brown-Forman's Jack Daniel's and Beam Inc's Courvoisier.

A spokesperson for Campari was not immediately available for comment.

Expert analysis

Spirits in the Netherlands

Spirits in the Netherlands industry profile provides top-line qualitative and quantitative summary information including: market share, market size (value and volume 2006-10, and forecast to 2015). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market. Essential resource for top-line data and analysis covering the Netherlands spirits market. Includes market size and segmentation data, textual and graphical analysis of market growth trends, leading companies and macroeconomic information.

Sectors: Spirits

Companies: Campari, William Grant, Maxxium, Brown-Forman, Jack Daniel’s

View next/previous articles

9 Dec 2011 -

Comment - Russian Standard throws CEDC a lifeline?

9 Dec 2011 -

just On Call - Brown-Forman toasts US whisk(e)y boom

Currently reading -

NETHERLANDS: Gruppo Campari follows partners out of International Marques venture

9 Dec 2011 -

EUROPE: EU tightens warning labels for energy drinks

9 Dec 2011 -

just the Round-Up - The week in drinks

There are currently no comments on this article

Be the first to comment on this article

Related research

Campari in Spirits - World

One of the most acquisitive major spirits producers in recent years, Campari is looking to further extend its portfolio. The profile analyses Campari’s acquisition options, as well as considering the most effective ways to build on previous purchases...

Campari in Wine (World)

Ranked outside the world top 40 in wine, Campari’s ongoing acquisitive ambitions are primarily focused on spirits. However, the character of the company’s wine portfolio presents notable potential to leverage expansion in spirits to enhance the devel...

Campari Milano SpA , Davide in Wine (World)

Campari’s wine arm offers less potential than spirits and a possible divestment would benefit its core business. However, the Italian manufacturer has a number of ways it could boost the value of its wine business, including through a distribution an...