{"id":56757,"date":"2022-05-11T11:44:51","date_gmt":"2022-05-11T09:44:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=56757"},"modified":"2022-05-11T11:44:55","modified_gmt":"2022-05-11T09:44:55","slug":"campari-trouve-en-picon-le-successeur-daperol","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/campari-trouve-en-picon-le-successeur-daperol\/","title":{"rendered":"Campari trouve en Picon le successeur d&rsquo;Aperol"},"content":{"rendered":"\n<p>Picon sera-t-il le nouvel Aperol ? <strong>Campari <\/strong>rach\u00e8te le classique fran\u00e7ais de l&rsquo;ap\u00e9ritif \u00e0 son concurrent <strong>Diageo <\/strong>pour 119 millions d&rsquo;euros. Le groupe de boissons veut ainsi renforcer sa position en France.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Diageo se d\u00e9charge de son fardeau<\/h2>\n\n\n\n<p>Campari va-t-il bient\u00f4t r\u00e9it\u00e9rer le succ\u00e8s d&rsquo;Aperol avec Picon ? Aujourd&rsquo;hui, le Picon a une image quelque peu poussi\u00e9reuse et d\u00e9mod\u00e9e, mais si quelqu&rsquo;un peut changer cela, c&rsquo;est bien Campari. Apr\u00e8s tout, le producteur italien de boissons a fait de l&rsquo;Aperol, \u00e9galement amer, une tendance internationale en mati\u00e8re d&rsquo;ap\u00e9ritifs, gr\u00e2ce \u00e0 des variations pour cocktails et surtout \u00e0 des investissements marketing \u00e0 grande \u00e9chelle.<\/p>\n\n\n\n<p>Les Italiens croient manifestement en Picon, puisqu&rsquo;ils paient 119 millions d&rsquo;euros en liquide pour la marque. Campari dit vouloir renforcer sa position au Benelux et surtout sur le march\u00e9 fran\u00e7ais. Picon est leader en France dans la cat\u00e9gorie des ap\u00e9ritifs amers et r\u00e9alise 80% de son chiffre d&rsquo;affaires de 21,5 millions d&rsquo;euros sur le march\u00e9 national. Le reste des ventes se fait principalement dans le Benelux.<\/p>\n\n\n\n<p>Ces derni\u00e8res ann\u00e9es, Campari a \u00e9galement rachet\u00e9 deux marques fran\u00e7aises de rhum et la maison de champagne Lallier. La France est actuellement le quatri\u00e8me march\u00e9 du groupe, avec 5,9 % du chiffre d&rsquo;affaires net. De son c\u00f4t\u00e9, Diageo est heureux de se d\u00e9barrasser de Picon. \u00ab&nbsp;Dans le cadre de notre engagement en faveur d&rsquo;une croissance constante et efficace et de la cr\u00e9ation de valeur pour nos actionnaires, nous maintenons une attention particuli\u00e8re \u00e0 la gestion active du portefeuille. Cela inclut une approche disciplin\u00e9e de l&rsquo;allocation des ressources et du capital&nbsp;\u00bb, a d\u00e9clar\u00e9 John Kennedy, pr\u00e9sident europ\u00e9en de Diageo.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Picon sera-t-il le nouvel Aperol ? Campari rach\u00e8te le classique fran\u00e7ais de l&rsquo;ap\u00e9ritif \u00e0 son concurrent Diageo pour 119 millions d&rsquo;euros.<\/p>\n","protected":false},"author":5,"featured_media":56749,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[395,396],"topic":[282],"region":[324,342],"class_list":["post-56757","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-campari","company-diageo","topic-acquisition","region-benelux","region-france"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Campari trouve en Picon le successeur d&#039;Aperol - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Picon sera-t-il le nouvel Aperol ? 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