Campari Group has acquired a majority stake in the owners of ‘super-premium’ alcohol brands Montelobos mezcal and the Ancho Reyes liqueur, for approximately $35.7 million.
Aperol-owner Campari acquired a 51% controlling interest in the share capital of both Licorera Ancho Reyes and Casa Montelobos S.A.P.I. from a group of Mexico-based entrepreneurs as part of the agreement.
Montelobos is an artisanal mezcal crafted by Mexican distiller Iván Saldaña, an expert in agave and mezcal, and the acquisition of a controlling stake in Montelobos marks Campari’s entry into the high-growth mezcal category.
According to figures provided by Campari, Mezcal retail sales have increased almost ten times globally over the last decade, driven by increased premiumisation in the category.
In the US market alone, the value of mezcal sales achieved a CAGR of 30.4% in 2008-2018, while mezcal experienced a CAGR of 24.1% globally over the same period.
In 2018, the net sales achieved by the two brands jointly amounted to approximately $7 million, while the two brands achieved a CAGR of 53.7% overall in 2016-2018.
Ancho Reyes meanwhile, is a liqueur crafted from ancho and poblano chiles used for mixology as a foundation for cocktails,
Bob Kunze-Concewitz, CEO of Campari Group, said: ‘We are very pleased to enrich our offering with two super-premium brands, Ancho Reyes spicy liqueur and Montelobos mezcal.
“They give us the opportunity to add a unique and versatile liqueur with a strong international potential, riding the very positive mixology trend, as well as to enter the premium and high performing mezcal category.
“We acquire two truly handcrafted gems and we continue to premiumise our portfolio with a particular focus on the key US market, enhancing our exposure to the strategic premium on-premise distribution channel.”
These latest acquisitions in the ‘super-premium’ alcohol space follow Campari’s purchase of the Trois Rivières and La Mauny premium rum brands earlier this year.
© FoodBev Media Ltd 2021
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