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M&A Deal Summary

Campari Group Acquires Picon

On May 10, 2022, Campari Group acquired beverage company Picon from Diageo for 119M EUR

Acquisition Highlights
  • This is Campari Group’s 11th transaction in the Beverages sector.
  • This is Campari Group’s 5th largest (disclosed) transaction.
  • This is Campari Group’s 2nd transaction in France.

M&A Deal Summary
Date 2022-05-10
Target Picon
Sector Beverages
Buyer(s) Campari Group
Sellers(s) Diageo
Deal Type Divestiture
Deal Value 119M EUR

Target

Picon

France
Picon is a traditional, market-leading French bittersweet aperitif with a unique orange flavour. Made from a base of herbs and fresh oranges which are dried, it is currently available in two versions: Amer Picon Club, an orange-based liqueur with a bittersweet flavour to be mixed with wine and cocktails, and Amer Picon Bière, to be mixed with beer. Picon was formed in 1837 and is based in France.

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Buyer(S) 1

Buyer

Campari Group

Sesto San Giovanni, Italy
Category Company
Founded 1860
Sector Beverages
Employees4,749
Revenue 3.1B EUR (2024)
DESCRIPTION

Campari Group is a premium spirits group with a portfolio of over 50 brands, spanning spirits, the core business, wines, and soft drinks. Campari Group was founded in 1860 and is based in Sesto San Giovanni, Italy.

DEAL STATS #
Overall 11 of 11
Sector: Beverages M&A 11 of 11
Type: Divestiture M&A Deals 2 of 2
Country: France M&A 2 of 2
Year: 2022 M&A 1 of 1
Size (of disclosed) 5 of 8
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2017-07-24 TJ Carolan & Son

Dublin, Ireland

TJ Carolan & Son Ltd. is an alcoholic beverage manufacturer that specializes in the distribution of spirits and whiskeys blended with cream and honey. TJ Carolan & Son Ltd. was established in 1978 and is headquartered in Dublin, Ireland.

Sell -

Seller(S) 1

SELLER

Diageo

London, United Kingdom
Category Company
Founded 1886
Sector Beverages
Employees30,092
Revenue 20.3B GBP (2024)
DESCRIPTION

Diageo is a global producer of beverages. The Company offers a collection of beverage alcohol brands across spirits, beer and wine. Diageo was founded in 1886 and is based in London, England.

DEAL STATS #
Overall 4 of 4
Sector: Beverages M&A 2 of 2
Type: Divestiture M&A Deals 4 of 4
Country: France M&A 1 of 1
Year: 2022 M&A 1 of 1
Size (of disclosed) 4 of 4
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2022-03-31 21Seeds

San Francisco, California, United States

21Seeds is a flavored tequila infused with the juice of real fruits. The brand has successfully tapped into a variety of consumer trends such as flavored tequila, simple at-home cocktails, and an interest in quality premium spirits. And with an ABV of 35%, each variant can be mixed into easy-to-make, spritz-style cocktails such as the brand’s signature serve, the ‘Seed and Soda’. 21Seeds was formed in 2019 and is based in San Francisco, California.

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FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2022-06-30 Vivanda

Baltimore, Maryland, United States

Vivanda is a provider of sensory-based food and beverage taste digitization and personalisation solutions. Based on 30 years of culinary research and food sensory science, the company has created a classification to standardize and qualify the anatomy of a given food item as it relates to an individual’s “Taste”. Using proprietary algorithms, it matches the taste and texture preferences of an individual with any recipe, beverage, or food product and delivers recommendations through a platform powered by artificial intelligence. Vivanda was formed in 2014 and is absed in Baltimore, Maryland.

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