Campari, a multinational company established in 1860, has recently acquired French cognac brand Courvoisier for 1.08 billion euros, marking the largest transaction in its history. The negotiations for this acquisition began in December 2023 with Beam Suntory, the previous owner, and were solidified in February. With this acquisition, Campari has expanded its presence to over 190 countries and added a diverse portfolio of around fifty brands to its portfolio, including Aperol, Grand Marnier, and Picon.
In recent years, Campari has been expanding through strategic acquisitions since 1995. This latest acquisition is significant as it marks the largest transaction in the company’s history. The agreement also includes a provision for an additional payment of 112 million euros in 2029 contingent upon meeting specific sales targets.
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Campari’s acquisition of Courvoisier highlights the importance of strategic expansion for companies looking to grow their presence globally. By acquiring brands that complement their existing portfolio and align with their values, companies can expand their reach into new markets while maintaining brand integrity.
