Compared to the full year 2019, which represents the unaffected base with regards to the Covid–19 impact, the organic growth was +20.5%. The positive net sales organic growth continued in the fourth quarter, up +20.9%, despite the challenges of logistic constraints (+12.0% vs. the fourth quarter of 2019).
Sales in the Americas (42.7% of total Group sales) were up organically by +23.0% (+19.9% vs. full year 2019). The Group’s largest market, the U.S., grew by +18.9% (+22.8% vs. full year 2019), with continued growth in the last quarter (+6.8% vs the fourth quarter 2020, +20.2% vs the fourth quarter 2019) benefitting from the on–premise reopening and
sustained consumption in the off–premise.
In particular, Espolòn, Grand Marnier and Aperol registered strong double–digit growth, while Wild Turkey, with high–end expressions outperforming, and Campari grew by high single digit. Off–premise sell–out in the U.S. reflected the very tough comparison base from last year, while the 2–year stack grew +28.2%, ahead of the overall spirits market1. Canada grew by +10.9% and Jamaica registered strong growth (+28.0%). The rest of the region, including Brazil, Mexico and Argentina, grew by double digits with improved brand momentum and an easy comparison base.
Global Priority Brands (56.4% of total Group sales) registered an organic growth of +26.2% (+20.9% vs. full year 2019). Aperol
grew strongly at +32.8%, thanks to renewed strength in consumer recruitment in the on–premise channel alongside sustained home consumption. Core markets such as Italy, the US, France, the UK, Russia, Switzerland, Belgium, and Austria grew by double digits, while newer markets such as China and Mexico grew even faster.
Campari grew by +23.4% vs full year 2019, largely driven by core Italy. Wild Turkey showed strong growth (+10.9%, +16.1% vs. full year 2019), mainly driven by the outperformance of premium
expressions in the core US market. SKYY grew +8.2% driven by the international markets, particularly in South Africa, while the core US market was slightly negative.
Grand Marnier (+43.2%, +21.2% vs. full year 2019) registered strong growth in the core US market thanks to the positive cocktail home consumption trends as well as the success of the Grand Margarita in both channels. The growth in the Jamaican rum portfolio (+22.7%, +27.8% vs. full year 2019) was
driven by the favorable category trends in premium rum, particularly in the core US, Canada, Jamaica and the UK.
Regional Priorities (19.3% of total Group sales) showed a strong performance (+29.8%, +31.7% vs full year 2019), with solid growth of Espolòn (+37.5%, +77.6% vs. full year 2019), Bulldog, The GlenGrant, Cinzano, the Sparkling Wines
(Mondoro and Riccadonna), the Bitters and Forty Creek. Other brands such as Bisquit&Dubouché grew, driven by
South Africa and China, while Ancho Reyes and Montelobos both registered strong growth thanks to very positive
category momentum, particularly in the U.S.
– Local Priorities (12.3% of total Group sales) registered a positive performance (+24.6%, +20.7% vs. full year 2019),
mainly driven by Campari Soda, thanks to its successful relaunch, and Aperol Spritz ready–to–enjoy. Regarding other brands Magnum Tonic grew by double–digits and X–Rated was up triple–digits.