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Campari’s $760 Million Deal For Grand Marnier Shakes Up The Liqueur Market

March 15, 2016

The U.S. market’s top super-premium liqueur brand has a new owner. As Shanken News Daily reported earlier today, Italy’s Gruppo Campari has agreed to acquire Grand Marnier through a friendly takeover. Campari America will now handle the liqueur brand, effective July 1. Grand Marnier’s current U.S. marketer is Moet Hennessy USA.

Grand Marnier has U.S. volume of nearly 500,000 cases. Retailing at around $40 a 750-ml., it dominates the super-premium liqueurs tier, defined by Impact Databank as being at $25 and above. Second-ranked Cointreau has roughly half the U.S. volume of Grand Marnier, although Cointreau has enjoyed solid growth in recent years while Grand Marnier essentially has been flat.

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