Campari Group has completed the acquisition of the bitter aperitif brand Picon from Diageo.

Invented in 1837 by Gaétan Picon, Picon is a French bittersweet orange- based liqueur, flavoured with herbs.

Amer Picon Club, is traditionally mixed with wine and cocktails, while sister expression Amer Picon Bière is designed to be mixed with beer (approximately one part Picon to five parts beer).

Campari Group, which spent €119 million on Picon and related assets, wants to increase sales of the brand in international markets.

Picon currently generates almost 80% of its sales (total net sales: €21.5 million in 2020/21) in France, and the majority of remaining sales in the Benelux markets.