Gruppo Campari to Buy Grand Marnier for US$760 Million


15 Mar 2016 --- Gruppo Campari , the Italian drinks company, is buying the iconic French orange-flavoured liqueur brand Grand Marnier in a deal valued at €684 million (US$760 million).  Gruppo Campari said it has reached an agreement with Societe des Produits Marnier Lapostolle, the family shareholders which own Grand Marnier.

Grand Marnier’s heritage dates back to 1880. It is made from a blend of cognac brands, bitter orange and sugar. 

Its portfolio of drinks include Grand Marnier Cordon Rouge and a range of liqueurs which can be consumed neat or used in mixed drinks and deserts. In France, it is popularly used in crepes.

Grand Marnier’s global distribution is currently split between Diageo and a number of independents.

The acquisition marks a bold move for Campari, which makes Skyy vodka and Turkey bourbon.

Campari will take control of 18 percent of shares straight away before acquiring the rest of the family shares by 2021.

Bob Kunze-Concewitz, chief executive of Gruppo Campari, said: “We are delighted to consolidate this alliance between the SPML controlling family shareholders and Gruppo Campari.”

“Grand Marnier is a French icon, with a rich 150-year history for which we have profound respect. This acquisition represents a perfect fit with our external growth strategy in terms of brand profile, distribution and financial framework. “

“With Grand Marnier, we add a premium and distinctive brand to our Global Priorities portfolio and we further consolidate our position as the leading purveyor of premium liqueurs and bitter specialties worldwide.”

“In terms of route-to-market, Grand Marnier is a unique opportunity to continue leveraging our enhanced international distribution capabilities benefiting from a perfect fit of the distribution reach of the acquired business.”

“Moreover, we continue leveraging our strong marketing capabilities and consolidated track record in re-launching and accelerating momentum of high potential brands. Thanks to its exceptional quality and international recognition, Grand Marnier enhances our exposure to the premium on-trade, across all markets, to the benefit of the Group’s overall portfolio, as well as to Global Travel Retail.”

“In particular, as a key ingredient in many classic cocktails and a must have premium brand in classic cocktail bars, Grand Marnier strengthens our quest to further capitalize on the revival of classic cocktails, particularly in the US. “

“Importantly, a global trend unleashed in the US with mixologists and premium consumers showing growing interest in specialties and liqueurs in the on-premise channel.”

“Grand Marnier will benefit from the strategic focus of the strengthened Gruppo Campari RTM as a key Brand within our Global Priorities portfolio across all markets.”

“By acquiring Grand Marnier, we continue leveraging our acquisition framework in a very disciplined and consistent manner also from a financial view point as we consolidate a high-margin brand and cash generative business, expected to determine an immediate accretive effect on the existing business.”

by John Reynolds

To contact our editorial team please email us at

Related Articles

Food Ingredients News

World first: Dutch start-up launches zero-chemical additives and sweeteners

22 Oct 2018 --- Rotterdam-based start-up, 7th Circle BV, has launched their new range of natural, healthy additives called Fooditive. The launch heralds the introduction of the world’s first zero-chemical additives to the food and beverage market. The new Fooditives are derived from wholly food waste and include emulsifiers, sweeteners, thickening agents and preserving agents.

Food Ingredients News

Dairy platforms: Arla Foods Ingredients eyes personalization and protein

22 Oct 2018 --- The dairy category has changed dramatically in the past decade, driven by the move towards personalization. In doing so it has become more and more sophisticated with a wider choice of products available for different needs. There are now dairy products tailored to a range of dietary and nutrition needs: high protein, high calcium and low lactose, to name just a few.

Food Ingredients News

Cosucra to issue “substantial” pea protein price increases

19 Oct 2018 --- Cosucra is increasing the prices of their pea protein isolate ingredient, Pisane, effective January 1, 2019. This price increase, according to Cosucra, will enable the company to continue to its technological, sustainability and farm to fork traceability leadership positions in meeting their customers’ increasing demand in pea protein consumption globally, while supporting the pea fiber and pea starch business. Other pea-based ingredients in their portfolio are unaffected.

Food Ingredients News

Weekly Roundup: Arla Foods UK unveils new farming standards model, Nestlé launches food waste initiative

19 Oct 2018 --- This week, sustainability has been high on the agenda. Arla Foods UK unveiled a new farming standards model to bring sustainable change to dairy farming in the country. Nestlé has helped to form a new platform to combat food waste in Latin America and the Caribbean. In the same week, the global leader announced plans to reduce salt and saturated fat in its iconic Maggi products in the UK and Ireland. Omya announced significant price increases for calcium carbonate products globally and Hershey completed the acquisition of Pirate Brands.

Food Ingredients News

Giants update on markets and portfolio transformations: Nestlé, Danone and Unilever deliver results

18 Oct 2018 --- Nestlé, Danone and Unilever all delivered their latest financials today with all three major companies reporting growth in fast-growing on-trend categories geared towards health and nutrition. The results come as large-scale multinationals explore ways to respond to a shift in consumer preferences toward fresh, healthy, organic and nutritious food and beverages by diversifying and expanding into growth categories.

More Articles