Campari sale of its rum subsidiaries is bitter pill to swallow

Campari continues to trim its brand portfolio, as the Italian beverage group is selling the rum brands Trois Rivières, La Mauny, and Duquesne, along with the cognac brand Bisquit & Dubouché and the tequila brand Cabo Wabo. Together, the five brands are expected to fetch approximately 30 million euros—a fraction of what Campari paid for them a few years ago.

Fewer brands, greater focus

Campari is negotiating the sale of Trois Rivières, La Mauny, and Duquesne with a French industrial player. The sale also includes the operations of Bellonnie & Bourdillon Successeurs, ranging from sugarcane cultivation to production and distribution. The transaction is expected to be finalized by the end of 2026. However, this comes at a significant loss: Campari paid approximately 60 million euros for the rum brands alone in 2019. Bisquit cost 53.9 million euros just one year earlier.