NETHERLANDS: Gruppo Campari follows partners out of International Marques venture
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.
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