More Major American Whiskey Acquisitions on the Horizon? Days After Buying Wilderness Trail, Campari CEO Says the Company ‘Definitely’ Open to Further Deals

A view of sponsor, Campari liqueur on display during the 60th New York Film Festival Closing Party at Ascent Lounge on Oct. 14 in New York City. (Photo by Dimitrios Kambouris/Getty Images for FLC)

Last week, Italy-based spirits giant Campari announced it purchased 70% of Kentucky’s Wilderness Trail Distillery for $420 million.

According to The Spirits Business, Campari CEO Bob Kunze-Concewitz said Bourbon is poised to become the company’s “second major leg after the apéritif portfolio” and said the company would “definitely be open” to making further American whiskey deals.

“American whiskey is a very exciting category; it’s 15% of the value of the US market,” Kunze-Concewitz said, per The Spirits Business. “And the US is the largest profit pool in our industry. It’s growing very strongly; the overall category is growing at 7%. But if you look at super-premium it’s growing at 17%.

“We also believe that in the mid to long term, it’s a category destined to grow internationally. Currently internationally, it’s really two brands that are sharing the prize but I think consumers outside of the US are expecting a big step up in choice and in quality.”

Kunze-Concewitz also addressed the Wilderness Trail acquisition, saying Campari likes its range and believes the brand “has legs.” He also hinted at an expansion of the distillery, saying “It’s clear that the founders have already had laid out expansion plans for the distillery, so clearly we [will] be contributing to the future growth.”

In August, Campari acquired 15% of Howler Head, the banana-flavored bourbon that is the official whiskey partner of the UFC and counts UFC President Dana White as a key partner.

Campari also owns Wild Turkey.

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