Beam Suntory to sell Courvoisier to Campari

Beam Suntory will exit the Cognac category with the sale of Courvoisier to Campari Group for US$1.2 billion. The deal will enable Campari to ‘significantly step up’ its presence in the US and facilitate it to ‘transform’ its growth profile in Asia and global travel retail.

Courvoisier is one of the world’s biggest Cognac brands. It sold 1.2 million nine-litre cases in 2022, down by 19.4 percent as compared to 2021, according to The Brand Champions 2023 report. The brand recorded net sales of US$249m in 2022, with its 60 percent of the revenue in the US, the company added.

Campari also owns the Bisquit & Dubouché Cognac brand and Cognac-based liqueur Grand Marnier.