Italy’s Campari Group has entered into
“exclusive negotiations” with the Chevrillon Group to buy French firm
Rhumantilles SAS, owner of Trois Rivières and Maison La Mauny agricole rum
brands.
Trois Rivières and Maison La Mauny have a
“strong presence in France and potential for international growth”, while Duquesne
rum is said to be a brand designed for the local market. The rum brands
obtained the Appellation d’Origine Controlée (AOC) ‘Rhum Agricole de la
Martinique’ certification. ‘Rhum
Agricole’ is the only segment in the rum category to benefit from a label of
origin, which was gained in 1996. It is said to provide a “significant barrier
to entry for potential competitors”.
If the deal is finalized, the rum brands
will join Jamaican brand Appleton Estate in Campari Group’s rum portfolio. The Italian firm said rum was a premium
category “at the heart of the mixology trend and growing cocktail culture” and
that Campari Group “will have an opportunity to add prestigious rhum agricole
brands” to its portfolio. “Moreover, France is poised to become one of
the group’s strategic markets and with this acquisition Campari Group has the
opportunity to add significant critical mass in this market.”
Campari hopes for a “positive conclusion”
to the talks and will provide key financial terms of the deal if secured.
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