Change of owner with a view to three brands of rum – Three Rivers, Maison La Mauny and Duquesne – which benefit from the appellation d’origine contrôlée “Rum from Martinique”, well known to amateurs. Their owner, the Financial Company Chevrillon, has entered into exclusive negotiations with the Italian group Campari to give him 100 % of the French company Rhumantilles.
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This last holds 96.5% of Bellonnie & Bourdillon Successors (BBS), which is at the head of the three brands of rum. The amount of the transaction to remain confidential, Campari, merely remember that Rhumantilles has achieved a turnover of € 24.1 million in 2018.
Consumption of rum on the rise
This operation is strategic for Campari, which owns a large catalog of spirits including the famous Campari and Aperol, which enters the composition of the spritz, a cocktail made with the mode. The Italian group is two birds with one stone. It is reinforced in the rum, adding to its portfolio of prestigious brands of rhum agricole. The family-run group of Italian growing up in France, a market where it hopes to reach the critical size with this acquisition. In march 2016, it has already acquired Grand Marnier for 684 million euros.
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In Martinique, BBS distributes more than 20 % of the consumption of local rum, specifies the Company’s Financial Chevrillon, who had purchased it seven years ago and straightened. In France, the marks of Three Rivers and Home to The Mauny had “approximately 8 percent” of a dynamic market. The consumption of rum has increased by 6.3% per year on average since 2013. BBS has begun to deploy to the international. The group caribbean has installed its brands in fifty countries and needs to continue its expansion, which “represents a major strategic issue”.
