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Campari’s Sales, Profit Up By Around 10% On Strength Of Aperol, Wild Turkey Range

March 12, 2012

Gruppo Campari enjoyed solid sales and profit growth in 2011, bolstered by the strong performance of Aperol and the Wild Turkey franchise. The company’s net sales advanced by 9.6% to €1.274 billion ($1.67b), while EBITDA was up by 10.3% to €325.8 million ($427.1m). Campari’s impressive sales growth came amid a sharp rise in the company’s advertising and promotional spend, which climbed by 12.8% to €229.1 million ($300.3m) in 2011, equaling 18% of sales (compared to 2010’s 17.5% of sales figure).

Both Wild Turkey Bourbon and its fast-rising American Honey liqueur offshoot thrived in 2011. The core brand achieved a 7% sales increase globally, due to solid progress in the U.S. (where it does 60% of its business), Australia and Japan. American Honey’s sales jumped by 33.5% last year, driven by big gains in the U.S. and Australia.

Aperol, meanwhile, continues its surge in Europe. The aperitif’s sales soared by 39% in 2011, carving out strong double-digit growth in Italy, Germany and Australia. Even as progress continues in Italy, the market now accounts for less than half of Aperol’s sales, as its rising popularity in the on-premise across Europe has propelled the brand to new heights. Aperol now accounts for 12% of Campari’s group sales (up from 9% in 2010), making it the company’s biggest brand by sales value—just above flagship Campari and Skyy, each of which comprise 11% of group sales.

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