Gruppo Campari snaps up super-premium Bulldog Gin



Bulldog Gin and Gruppo Campari have signed an agreement under which Gruppo Campari will acquire most of the assets of Bulldog London Dry Gin, an independently owned brand, for US$55 million plus the assumed liabilities and working capital for approximately US$3.4 million.

Gruppo Campari has distributed Bulldog Gin since 2014 through its own distribution network, including the global travel retail channel, by virtue of an exclusive five-year agreement with an attached call option to acquire ownership of the brand in 2020. Following a renegotiation of the deal terms, Gruppo Campari accelerated its purchase of the brand.

Gruppo Campari said the new deal structure enabled it to fully exploit the brand's growth potential by taking full control of the marketing strategy as well as the brand-building initiatives.

Launched in the US in 2007 and subsequently in Europe, Bulldog Gin has experienced a meteoric rise and is the fourth-ranked premium (and above) gin in the world (source: IWSR) and also the fastest-growing premium gin in the world by annual growth rate.

With its distinctive bottle and distinctive citrus-forward flavor profile, the brand appeals to premium gin and vodka lovers across the globe, the company said. It is available in 95 countries, with a strong concentration in Europe.

Multi-award winning Bulldog is distilled in traditional copper pot stills, infused with 12 botanicals from eight countries, and is handcrafted in England. The 40%abv spirit comes in a charcoal grey bottle with broad shoulders and a studded collar.

Spain, Benelux, Germany, the UK, global travel retail, and the US are the brand's largest markets.

Bulldog Gin shipped around 150,000 nine-liter cases and achieved net sales of US$12+ million in 2016, increases of 24% and 22% year-over-year, respectively.