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Wild Turkey Lifts Campari To Solid Sales Growth In U.S. Market

March 1, 2016

Italy’s Gruppo Campari enjoyed solid organic sales growth in the U.S. market in 2015, due largely to a double-digit advance for its core Wild Turkey brand.

Campari’s U.S. sales were up by 3.7% on an organic basis, with the Wild Turkey franchise’s sales rising by 7.6%, as the core offering’s 11.8% jump was offset somewhat by a slowdown for its American Honey offshoot. The company’s aperitifs segment—led by Campari and Aperol—also grew by double-digits in the U.S. (which accounts for 22% of overall Campari sales), as did its Jamaican rum business, which is driven by Appleton Estate and Wray & Nephew Overproof. Campari’s “regional priorities” unit also thrived, primarily due to Espolòn Tequila’s 26% leap. Meanwhile, Campari’s biggest brand in the U.S. market—Skyy vodka—grew by just 0.4%.

Campari’s overall sales rose by 3% organically (+6.2% on a reported basis), as its significant progress in the Americas (+7%) was tempered by more modest growth in Southern Europe, the Middle East and Africa (+1.9%) and a 3.7% dropoff in North, Central and Eastern Europe, primarily due to difficulties in Russia.

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