Campari America To Handle Appleton In U.S.February 15, 2013
Following its $415 million acquisition of Jamaica-based Lascelles de Mercado in December, Gruppo Campari will bring the company’s Appleton, Wray & Nephew and Coruba rum brands into Campari America in the U.S. effective March 1. The brands are currently handled by Kobrand in the U.S. Appleton is the largest of the three rum brands at around 150,000 cases annually. Campari America’s newly named U.S. country manager Roy Danis said his company will expand the Appleton portfolio’s presence, building on Kobrand’s efforts, which he said had done an “exceptional job, especially among the very important bartender community.”
Appleton has been seeking to burnish rum’s premium credentials by focusing on the high end. Last year, it launched a 50-year-old expression in honor of the anniversary of Jamaican independence, selling for $5,000 a bottle. Wray & Nephew, known for its White Overproof variant, extended with a seasonal Rum Cream offering ($19.99 a 750-ml.) last month.