Campari wants to up its focus on its priority brands

Campari wants to up its focus on its priority brands

Gruppo Campari has agreed to sell its Punch Barbieri liqueur brand to Distillerie Moccia for EUR4.45m (US$6m).

The Milan-headquartered group said today (4 February) that the disposal will allow it to “focus more closely on priority brands”. The brand, which comes in mandarin, orange and rum flavours, is Italy's “most consumed” punch, according to Campari. 

It became part of the group's portfoilio in 2003, when it acquired Barbero1891

The move by Province of Ferrara-based Distillerie Moccia is part of an expansion plan involving the acquisition of local brands. 

The deal is expected to complete by the beginning of next month. 

In December, Campari acquired Appleton Estate and Wray & Nephew owner Lascelles deMercado & Co (LdM).