Campari signs deal to buy Trois Rivières and La Mauny rums for €60m
Italy’s Campari Group has signed an agreement with Chevrillon Group to buy French firm Rhumantilles, owner of the Trois Rivières and Maison La Mauny agricole rum brands.
Milan-headquartered Campari Group first entered into “exclusive negotiations” to buy Rhumantilles in July this year. The agreement between the two parties, along with a group of minority shareholders, was signed today (5 September).
The deal – which is valued at €60 million (US$66m) – is expected to close during the fourth quarter of 2019.
Rhumantilles owns 96.5% of Martinique-based Bellonnie & Bourdillon Successeurs (BBS) Group, which produces “strategic premium brands” Trois Rivières and Maison La Mauny, and Duquesne rum.
The deal includes the brands, the land holdings, the distilleries and visitor centres, as well as a high-quality aged rum inventory.
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.
The Italian firm previously said that the purchase will “add significant critical mass in France”, which is “poised to become one of the group’s strategic markets”.