Jägermeister trades Campari for Montenegro in Italy

Herbal liqueur producer Mast-Jägermeister SE has named Gruppo Montenegro as its exclusive distributor in Italy, ending its long-standing partnership in the market with Campari.

Jägermeister and Campari have reached a ‘mutual agreement’ to end their distribution relationship in the Italian market due to ‘strategic realignments’.

Patricia Sung, Western Europe regional director of Mast-Jägermeister SE, said: “Together with Davide Campari-Milano, we have worked closely over many years, both on a personal and a business level, and together we have successfully positioned the Jägermeister brand in Italy. We look back on the cooperation with gratitude and respect. But now it is time for both sides to adapt to the constantly changing market conditions.”

The partnership will officially end on 31 December 2021. Italian spirits group Montenegro, maker of the amaro of the same name, will take over the German firm’s distribution on 1 January 2022.

Sung continued: “I am very pleased that we were able to win such a renowned and passionate partner as Gruppo Montenegro for this major task. Our common set of values was already revealed during our initial discussions. In addition to a strong entrepreneurial spirit, we are united by a sense of community, passion, and the pursuit of perfection. This is the optimal basis for joint success in the future.”

Gruppo Montenegro chief executive officer Marco Ferrari added: “Fans of strong brands always expect new impulses and inspiration. This applies to our customers as well as to Jägermeister fans. A clear focus is therefore particularly important to drive long-term success.

“Together with Jägermeister, we will build a close, successful, and trusting partnership based on common values. I look forward to leveraging all the strengths of our route to market in order to add many more exciting chapters to the Jägermeister success story in Italy.”

For more on Jägermeister, check out our history of the brand.