Campari’s French arm is to distribute Martinique-based Baie des Trésors’ rum portfolio in mainland France and Monaco from 1 July.

It joins Martinique rums Trois Rivières and La Mauny and Jamaican rum Appleton Estate in Campari's French distribution portfolio.

Campari will focus on gaining listings in specialist wine merchants, bars and restaurants for Baie des Trésors.

The Baie des Trésors range includes three core SKUs: Fruits des Pluies, Fleurs du Vent and Plein Soleil, as well as a vintage rum, Karakoli. The company is releasing a new vintage of Karakoli old rum later this year, alongside “other innovations”, it said.

The business was founded by Société Terroirs du Galion, a subsidiary of sugar-cane processor Exploitation Agricole du Galion, in 2021.

Géraud de la Noue, president of Campari Group's France segment, said: “We are proud and pleased to welcome Baie des Trésors to our portfolio. This [brand] fits perfectly into our strategy of distributing prestige spirits.

“This range of pure cane rums comes in perfect synergy with the brands owned by the Campari Group, namely Trois Rivières and La Mauny rums in Martinique and Appleton Estate in Jamaica.

“Baie des Trésors will contribute to strengthening our positions in the premium wine and hospitality circuit with a rum offer covering different positioning and organoleptic profiles, but always with the same guarantee of quality.”

It follows the addition of CVH whiskies to Campari’s France and Monaco distribution list last week.

Campari's French branch will be the exclusive distributor for Bunnahabhain, Deanston, Tobermory, Ledaig and Black Bottle from 1 July.

Last year, the Italian group added two whiskies and a rum from US peer Proximo Spirits into its French and Monacan distribution roster.

The deal saw Campari given exclusive distribution rights for Irish whiskeys Bushmills and The Sexton, as well as spiced-rum brand The Kraken.

In September, Campari announced a deal to distribute Château Miraval’s rosé in France and the US. The agreement sparked controversy, however, as Miraval co-owner Stoli Group, which bought a 50% share of the business in 2021 from Angelina Jolie, claimed it was unaware of the development.

Following this, it ended a distribution tie-up in France with Château Minuty – the rosé producer majority-owned by LVMH – which had been in place since 1967.

"Campari to distribute Baie des Trésors rums in France, Monaco" was originally created and published by Just Drinks, a GlobalData owned brand.

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