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Wild Turkey, Grand Marnier Boost Campari In U.S.

November 7, 2017

Campari America’s sales rose 4% in the U.S. in the first nine months of this year, as Wild Turkey, recent acquisition Grand Marnier and a number of other brands contributed solid growth. The U.S. is is Gruppo Campari’s largest market, comprising about 28% of its total sales. Globally, Campari’s net sales grew 6.2% on an organic basis to €1.3 billion ($1.5b) over the first three quarters of 2017, while adjusted EBITDA rose 6.3% to €299 million ($346m).

In the U.S., the Wild Turkey franchise was up nearly 7% in the year-to-date, while Grand Marnier—which will receive a new campaign early next year—saw sales jump by 15%. Espolòn Tequila also continued its strong double-digit growth during the period, as did the company’s line of Italian liqueurs, including Aperol (+58%) and Campari (+17%). The Jamaican rum portfolio, including Appleton and Wray & Nephew, was likewise on the rise, growing by 12%.

Meanwhile, Campari’s Skyy vodka continues to face challenges, slipping about 3% in both control states and Nielsen channels over the nine-month period. Campari said Skyy’s troubles continued in the third quarter, “affected by hurricanes in two key states for the brand, Florida and Texas, as well as the continued competitive environment and weakness in the flavored vodka category.” Last year, Skyy was down about 1.2% to 2.8 million cases in the U.S., ranking seventh among all vodka brands, according to Impact Databank.—Daniel Marsteller

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