By James Atkinson
Campari Australia has announced the integration of the Appleton Estate and Coruba rum brands into its Australian portfolio, effective from February 1.
The official announcement follows Gruppo Campari's recent acquisition of a controlling stake in leading Jamaican rum producer, Lascelles deMercado & Co.
According to Campari Australia managing director, Shane Richardson, the rum category is expanding significantly, driven by premiumisation, innovation and broad international appeal. He said this has resulted in increased consumer demand for aged, spiced and high-proof rums globally.
"This complementary portfolio of leading premium brands, with a unique and distinctive Jamaican heritage, offers consumers a wide variety of world-renowned, high quality rum products which combine tradition, heritage and authenticity with category dynamism and vibrancy," he said.
Richardson said that for the past seven years, the Appleton and Coruba range had been distributed in Australia by Brown Forman, which established an "enviable position" for the portfolio within this market.
"On behalf of both Wray & Nephew and Campari Australia, I would like to thank the Brown Forman team for their dedication and professionalism during this time," he said.
"Campari Australia looks forward to working closely with the trade to continue expanding this exciting range of premium rum brands in the coming years."