CASE STUDY Intangible Business Limited Campari Brief In 2012, Campari acquired Jamaican company Lascelles deMercado & Co. Limited (‘LdM’) through a formal tender offer to the LdM board and public shareholders to acquire all outstanding ordinary and preference shares pursuant to the Jamaican Takeover Code and applicable requirements. The acquisition entails the portfolio of leading premium Jamaican rum brands, award winning Appleton Estate, Appleton Special / White, Wray & Nephew and Coruba brands as well as substantial ageing inventory to support future expansion. Campari enhances its critical mass in key Americas markets - including the US, Canada, Mexico, the Caribbean, and acquires a leading market position in Jamaica, creating the foundations for future in

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