This transaction marks the group’s first move into the growing Canadian whisky sector. With its flagship brand Forty Creek whisky, FCD is said to be the fastest growing player in the Canadian whisky category in Canada. Campari says it is well positioned in the key US market to capitalise on the potential offered by the Canadian whisky category.
Campari CEO Bob Kunze-Concewitz said: “With Forty Creek Distillery, producer of the award winning Forty Creek range of premium Canadian whiskies, we are once again leveraging our acquisition framework in a very disciplined and consistent manner for long-term growth. Via the entry to the large and growing Canadian Whisky segment this acquisition further increases our exposure to the highly attractive brown spirits category while continuing to enhance our premium portfolio.
"Moreover, the addition of FCD will enable us to further build our critical mass in key North American markets, providing us with a strong market position in Canada and positioning us for further growth in our core US market. At the same time, our international route to market will also enable the Forty Creek whisky brand to grow faster out of its core North American market. Lastly, through this acquisition we will also be able to internalise key activities in the Canadian market,” said Kunze-Concewitz.
FCD founder and whisky maker John Hall said: “Today’s deal represents a milestone for myself and the entire Forty Creek team. I believe this opportunity will further support Forty Creek’s vision to produce unique, quality, handcrafted, Canadian-made spirits.
“Campari has the global ability to take Forty Creek to the next level. Introducing customers around the world to my whisky is a dream come true. I am very excited to continue to devote my time to whisky making at Forty Creek distillery ,continuing my whisky journey and exploring my passion for additional Forty Creek whisky expressions,” said Hall.
