Campari goes X-Rated

Published: 23 July, 2008

Italian drinks producer Gruppo Campari has acquired X-Rated liqueur and vodka brands for $40m (19.52m).

The acquisition, which will enable it to add more high-end spirits to its US portfolio, covers brands including X-Rated Fusion Liqueur, Jean-Marc XO luxury vodka and X-Rated ultra-premium vodka.

As well as the $40m price tag, further payments will be made depending on incremental sales volume performance over the next three years.

X-Rated was launched in 2004 by Jean-Marc Daucourt and Todd Martin, former president of Allied Domecq North America.

The brands, produced in France, posted sales volumes of 70,000 cases in 2006.

Campari CEO Bob Kunze-Concewitz said: "Following the recently announced Cabo Wabo Tequila transaction, X-Rated is yet another strategic acquisition with high upside for Gruppo Campari.

"The acquisition contributes to further strengthening our presence, through our subsidiary Skyy Spirits, in the USA, a crucial market in the group's international expansion strategy."

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