Oct. 23 - Pernod Ricard Italia and Baarsma Wine Group Holding (BWGH) are pleased to announce that, subject to certain conditions, Pernod Ricard Italia's Canei Wine brand will be sold to Baarsma Wine Group Holding, market leader in the distribution of wine in the Benelux countries. Pernod Ricard Italia will continue the production of the Canei Wine for BWGH in its production facility of Canelli (Piedmont, Italy).
The sale of Canei Wine Brand is in line with the strategy of Pernod Ricard to focus on its core brand portfolio. For BWGH, the acquisition of the strong Canei brand - with 10 million bottles sold last year - will strengthen its international market position.
Baarsma Wine Group Holding is a fast growing, international wine company, with a leading position in Benelux. BWGH will market and distribute Canei worldwide, through its new Business Unit, Winetracks International.
Noel Adrian, CEO of Pernod Ricard Italia said “We bought the Italian semi-sparkling Canei Wine in 1988 to strengthen the Group’s position in USA and Europe. Following the enlargement of Pernod Ricard’s portfolio through the integration of brands of Seagram and Allied Domecq, the divestment of Canei Wine Brand is in line with the group’s strategy to focus now on its new core brand portfolio”.
Cees de Rade, COO of Baarsma Wine Group Holding, said “The acquisition of Canei is a unique opportunity to enhance our own Brand operation and will serve as an international accelerator for our other brands. Canei offers a large business potential and compliments the worldwide demand for wines with a lower alcohol percentage”.