Booming Aperol, Wild Turkey Key Campari’s Double-Digit Sales Growth In First Nine Months

Riding the impressive growth of Aperol and Wild Turkey, Gruppo Campari’s net sales jumped by 12.7% to €889.2 million ($1.21b) in the first nine months of 2011, the company reported earlier today. Organic growth for the period was 10.5%, while there was also a positive perimeter effect (+2.3%) from the acquisitions of C&C’s liqueurs unit (October 2010) and Sagatiba cachaça (August 2011). Campari’s impressive sales growth occurred despite an exchange rate effect of –0.9%. In the U.S., Skyy Infusions and Wild Turkey drove a 3% organic sales increase, but negative exchange rate impact led to a reported 3.6% decrease on a reported basis.

Aperol, which recently became Campari’s biggest brand by sales value worldwide, grew by 42.8% at constant exchange rates during the nine-month period. Along with rapid growth in Italy, the aperitif brand is achieving solid progress in Germany, Austria and a host of other European markets. The recent release of Aperol Spritz in a single-serve off-premise edition in Italy and Austria should broaden the brand’s appeal. Aperol is also showing promise in the U.S. market, where it’s handled by Palm Bay International.

Meanwhile, the Wild Turkey franchise advanced by 32.9% at constant exchange rates. The core brand grew by 8.5%, with strong results in the Australia and Japan complementing its U.S. performance, while its American Honey liqueur extension enjoyed exponential growth in the U.S. and Australia (where the Wild Turkey RTD editions are also thriving).

Regionally, sales in Italy, which accounts for roughly one-third of Campari’s business, rose by 2.7%, while jumping by 24% in the rest of Europe, which accounts for 25.3% of group sales. In the Americas, which also comprise around one-third of total group sales, sales increased by 6.3%, led by double-digit growth in Brazil, where the Campari, Dreher and Skyy brands all enjoyed solid progress.

Tagged : Aperol, Gruppo Campari, Skyy, spirits, Wild Turkey

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