Averna bitters joins Campari UK’s portfolio

2nd September, 2014 by Becky Paskin

Averna bitters has joined J. Wray and Nephew’s portfolio in the UK following Gruppo Campari’s acquisition of the brand’s parent company Fratelli Averna earlier this year.

Fratelli-Averna-Campari

Averna bitters will be switching UK distributor from Instil Drinks to Campari’s J. Wray & Nephew

Previously distributed in the UK through Instil Drinks, the Italian bitters brand joined the J. Wray & Nephew UK portfolio on 1 September.

Pietro Mattioni, managing director of J. Wray & Nephew UK, said: “In light of the fast-growing popularity of bitters in the UK market, the addition of a product with such quality and heritage to our portfolio very much strengthens our proposition to the trade.

“We are delighted to add this great brand to our portfolio of premium spirits and to grow it to the size and scale it deserves in the UK market. We very much thank Instil Drinks Co for their continuous support and cooperation during the transition phase.”

Gruppo Campari acquired a 100% stake in Fratelli Averna in April 2014 for €103m, giving it sole ownership of the Averna bitters brand, as well as Limoncetta, Braulio and Grappa Frattina.

J. Wray & Nephew UK is a fully-owned Gruppo Campari subsidiary. Its portfolio of brands include Appleton Estate Rum, Wray & Nephew Overproof, Koko Kanu, Bulldog and Espolon.

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