Campari Group’s Acquisition of Picon

Allen & Overy and McDermott Will & Emery advised the Campari Group on the deal.

Campari Group signed and closed an agreement with Diageo, a global leader in beverage alcohol, to acquire the French flavoured liqueur brand Picon and related assets, for an amount of approximately EUR119 million.

With the acquisition of Picon brand, Campari Group aims to further enlarge its brand offering in its core bitter aperitifs category in international markets and increase its critical mass in France and Benelux, in line with the recent acquisitions of French rums Trois Rivières and La Mauny (2019) as well as Champagne Lallier (2020).

The Allen & Overy team was led from the Paris office by Anne-Caroline Payelle (Counsel) and Alexandre Ancel (Partner), with Juliette Olliveaud and Marie Silvain (Associates). The team also included Jeremy Parr (Partner), Zara Sproul and Ed Lucas (Associates) from Allen & Overy’s London office.

Involved fees earner: Alexandre Ancel – Allen & Overy; Edward Lucas – Allen & Overy; Juliette Olliveaud – Allen & Overy; Jeremy Parr – Allen & Overy; Anne-Caroline Payelle – Allen & Overy; Marie Silvain – Allen & Overy; Zara Sproul – Allen & Overy;

Law Firms: Allen & Overy;

Clients: Campari;

Naoual Sadouqi

Author: Naoual Sadouqi