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Campari buys Forty Creek whisky

Italian leader beverage company enters the Canadian spirit market

Campari buys Forty Creek whisky

Claudia Astarita

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Campari Group was founded in 1860, with the creation of the famous red aperitif. Ever since, their winning strategy has been to expand their brands and diversify their portfolio. Now they hold over 50 premium and super premium brands that are sold and distributed in over 190 countries worldwide.

The most internationally known brands from Campari group are Aperol, Appleton, Campari, Cinzano, SKYY Vodka and Wikd Turkey. Campari is one of the most important players in the beverage industry. Its headquarter is located in Italy, in Sesto San Giovanni. The company holds 15 production plants worldwide and 4 wine companies, with their own distribution net in 16 countries. The group employs over 4000 people. Their stocks are rated on the Italian electronic market.

On the 12th of March 2014, the acquisition of whisky Forty Creek from Campari group became official. With this union, Campari gained an even more important position in the Northern American and Canadian markets. After purchasing the Canadian company, Campari not only entered the Canadian whisky industry, which is in net expansion, but acquires a range of premium brands. Campari bought 100% of Forty Creek Distillery Ltd for 120.5 million Euro. With the direct acquisition, Campari will learn from Forty Creek know-how on Canadian and North American markets.

The CEO of Campari group Bob Kunze-Concewitz explains that this acquisition is also beneficial for the Canadian brand. In fact, thanks to Campari's international net of distribution, Forty Creek will be able to grow faster outside North American markets. John Hall, founder of the Canadian company states: "Campari group has the strength of making Forty Creek grow at a faster paste. This in turn, will realize my dream of offering our whiskey to a worldwide market".

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