Gruppo Campari has announced the largest acquisition in its history with the purchase of premium Kentucky bourbon whiskey brand Wild Turkey.

Along with the iconic Wild Turkey bourbon, American Honey liqueur, a honey and bourbon based cordial, joined the portfolio.

Campari International managing director Enzo Casati explained: “With Wild Turkey, Campari adds a brand of strategic relevance to its portfolio and further enhances its premium offering.

“This acquisition is another key step in the building of a leading player in the global spirits industry. It is a unique opportunity to enter the attractive bourbon whiskey category and exploit its growth potential through a global and leading brand.

“The transaction also demonstrates our commitment, in line with our strategy, of continuing growth in the profitable US spirits market.

“In addition, Campari is expanding its presence in key international markets such as Australia, Japan and Global Travel Retail. There are also a number of new potential markets where we see opportunities in the medium term.”

Casati added that he foresaw “a very good opportunity” for the new brand in the Middle East.

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“Wild Turkey is already distributed by MMI, which therefore accelerates supply to this region,” he pointed out.

“The brand will yet have to be established in the Middle East, however with its excellent image of quality and taste, we foresee a very good opportunity for Wild Turkey.

“It is a good addition to our existing portfolio, especially in the whisky and bourbon category next to Glen Grant, among the top five best-selling single malts in the world.

“This category is very important in the Middle East and we are very much looking forward to taking advantage of the business opportunity.”
 
Casati confirmed that Gruppo Campari was eager to implement a marketing strategy for the Wild Turkey brand.

“Wild Turkey has a great market potential in the Middle East, which we wish to leverage on as soon as possible,” he said.

“Efforts will be split between the duty free channel — a crucial part of the business opportunity in this area — and the on trade market, focusing on partnerships with targeted outlets.”

On top of the promotion of Wild Turkey, Casati said the company’s next major focus would be the launch of SKYY Infusions in duty free channels as of July 2009.
 

For more information on Gruppo Campari, please visit: www.camparigroup.com