Gruppo Campari is an Italian-based multinational producer of alcoholic and non-alcoholic beverages. The group holds a portfolio of over 40 brands marketed and distributed in more than 190 countries. The group"s operations are split into three segments: spirits, wines and soft drinks.
In 2009 Gruppo Campari announced the largest acquisition in its history, buying the world"s top premium Kentucky bourbon whiskey, Wild Turkey. Along with the iconic Wild Turkey bourbon, American Honey liqueur, a honey and bourbon based cordial, joined the portfolio. In addition to bolstering the company"s share of the US premium spirits market, Gruppo Campari also strengthened its position in key markets including Australia and Japan. The Group also took ownership of the distillery in Lawrenceburg, Kentucky as part of the deal.
In 2006 Gruppo Campari acquired from Pernod Ricard Glen Grant, Old Smuggler and Braemar, along with the distillery where Glen Grant is produced in Rothes, Scotland. Glen Grant is the second single malt whisky brand in the world and the leading whisky brand in Italy. Thanks to this acquisition, the Group strengthened its presence in the spirits segment and officially entered the key Scotch whisky segment.
In December 2005 the Campari Group acquired the Teruzzi&Puthod winery in the Tuscan town of San Gimignano. Teruzzi & Puthod is one of the leading Tuscan wineries for the production of high quality wines sold in over 20 countries worldwide. The vineyard is one of the largest in Tuscany with 180 hectares of land, of which over 91 are cultivated as vineyards. There are over five different wines produced including: Vernaccia di San Gimignano, Vernaccia di San Gimignano Vigna Rondolino, Terre di tufi, Carmen Puthod and Peperino. Still in the same month, Campari announced to have signed an agreement to acquire Glen Grant, Old Smuggler and Braemar whiskies from Pernod Ricard, therefore officially entering the Scotch whisky category.
The whole of 2008 was characterized by a number of acquisitions in strategic emerging markets. In India, Gruppo Campari announced the acquisition of a 26% stake in Focus Brands Trading India Ltd., in an effort to become a player in the Indian spirits and wines business. In Mexico, Campari announced the acquisition of Destiladora San Nicolas, S.A. de C.V., a deal offering significant potential into Mexico"s growing market through a well-established production and distribution platform. In Argentina, the Group finalized the acquisition of 70% of Sabia S.A., which manages a portfolio of strong international and local brands and is one of the leading distributors in Argentina. Gruppo Campari purchased Ukraine-based CJSC - "Odessa Plant of Sparkling Wines", including a plant and a portfolio of sparkling wine brands led by Odessa.
In 2007 Gruppo Campari announced the acquisition of Cabo Wabo tequila (80% stake), one of the fastest growing tequilas in the luxury and super premium category. Cabo Wabo tequila was the brain child of rock star and tequila connoisseur Sammy Hagar that has been the creative driving force since its launch in 1998. With this acquisition Gruppo Campari adds to its already prestigious portfolio of luxury and premium brands a particularly interesting segment.
Anno 1904 the historic production site at Sesto San Giovanni is inaugurated, it will remain in operation until 2005 when the new state of the art production site is opened in Novi Ligure.
In 1926 Davide, Gaspares son, transforms the company by limiting production to the beverages that had a strong brand identity: Campari and Cordial Campari. Davide also dedicated his considerable energy and focus to give the company a progressive international presence that will make the brand be known across the world.
Gruppo Campari traces its beginnings back to 1860, with the birth of its flagship brand and signature, red aperitif beverage- Campari. Throughout the years, the brand has become internationally diffuse with the growth of its global distribution. As a result of industry consolidation in the 1990s, Gruppo Campari chose a route of international growth by way of acquisition. The past years have consisted not only of several strategic acquisitions but also of many distribution contracts that enabled Gruppo Campari"s continued organic as well as external growth and its entry into various country markets and product segments.
Gruppo Campari had its origins with the activities of the Campari family in 1860. Gaspare Campari invented, among dozens of products, the bright red, mid-proof aperitif that still today bears his name. The business started in downtown Milan at the historical Caffe Campari where the Galleria Vittorio Emanuele II is found today.
Gruppo Campari is the sixth-biggest player worldwide in the branded spirits category, operating principally in Italy, Brazil, the U.S. and in continental Europe. On April 8, 2009, Gruppo Campari announced its largest ever acquisition, the Wild Turkey brand from Pernod Ricard.
The shares of the parent company, Davide Campari-Milano, are listed on the Italian Stock Exchange. The Garavoglia family owns 51% of the share capital of the company.
In 1932 Camparisoda, the first single serve aperitif in the world, was launched. The bottle was designed by Fortunato Depero, one of the most famous futurist artists of the time. The iconic bottle, unchanged to this day, has become a symbol of everyday usable design objects in Italy and the world.
By the beginning of the Sixties, the Campari brands were distributed in over 80 different countries, and in another 30 years distribution will cover 190 countries across the globe.
In 2003 the Group acquired Riccadonna, the market leader in the Asti sparkling wine segment in Australia and New Zealand and with significant positions in the Italian and Portuguese markets. In December 2003 the Gruppo Campari announces the acquisition of Barbero 1891 S.p.A., owner of a wide portfolio of brands including Aperol, Aperol Soda and Barbieri liqueurs in the spirit segment, Mondoro and Enrico Serafino in the wine segment. Furthermore, in 2004 Campari entrusted Barbero 1891 with the distribution of the newly-acquired Riccadonna.
In 2004 Germany, Switzerland and Italy acquired the rights to distribute the famous Brazilian spirit, Cachaca 51. And Italy, followed by Germany and Switzerland, also acquired the distribution rights for Grand Marnier, the famous French sweet liquor that is distributed world wide. In 2005 a further distribution agreement between Campari and Brown-Forman led to the distribution of Jack Daniels, Southern Comfort, Woodford Reserve and Finlandia Vodka in Italy. In January 2006, Gruppo Campari begins the distribution of the C&C Group"s international spirits brands through Skyy Spirits in the USA (C&C"s largest international market), in Holland, Belgium and Luxembourg through its joint ventures, and in Brazil through Campari do Brasil.
In 1999 expansion continued with the launch of Pelmosoda, the first grapefruit-based branded soft drink, and the acquisition of Ouzo 12, the anise-based Greek spirit, market leader in its category and strong seller in Greece and Germany, as well as an emblem of Greek culture. In 1999 the Group also acquired Cinzano, among the global leaders in vermouth and sparkling wines and one of the most internationally known Italian brands.
In 2000 the Group acquired the Swiss distribution rights for Henkell Trocken sparkling wines and Gorbatschow Vodka from Germany"s leading sparkling wine group Henkell Soehnlein. The Gruppo Campari"s portfolio spans a range of sectors and markets: it represents a balanced selection of segments with varying levels of profitability in both mature and emerging markets. The brand value of the Group"s brands, their geographical spread and product variety in leading market positions are the main sources of the Group"s strength.
In 2001, expansion continued with the acquisition of important brands in Brazil and Uruguay, markets offering excellent growth potential, where the Group acquired leading brands like the Dreher aguardente, the Old Eight, Drury"s, Gregson"s and Gold Cup whiskies and the Liebfraumilch wine.
In 2002 Campari finalised the acquisition of a 100% stake in Zedda Piras S.p.A. (Mirto di Sardegna), owning a majority stake of 67.62% (increased to 100% in June 2003) in Sella & Mosca S.p.A. Both companies are based in Sardinia, Italy. In turn, Sella & Mosca S.p.A. owns 93.66% of Qingdao Sella & Mosca Winery Co. Ltd., a joint-venture located in China with local partners, which produces the Chinese wine brand Catai, and 100% of Societe Civile Immobiliaire du Domaine de la Margue, the domaine that manufacturers Chateau Lamargue, a range of high-quality French wines. The Zedda Piras acquisition added a leading brand to the Campari spirits portfolio, the integration of Sella & Mosca aimed at reinforcing the premium wine business.
The critical step, capable of converting the Group into one of the world"s leading beverage players, took place at the beginning of the Nineties. The sector was consolidating rapidly and the creation of global groups managing extremely wide portfolios had totally altered the world beverage landscape. Dramatic shifts in brand ownership and intense m&a activity took place as the sector"s players sought to maximise synergies. The Gruppo Campari faced a strategic choice: either to grow through acquisitions or fall back and defend a niche market.
The first step towards building a world class portfolio came in 1995 with the acquisition of the Italian business of the Dutch Group BolsWessanen. This brought a number of front-ranking names such as Crodino, Cynar, Lemonsoda, Oransoda, Biancosarti and Crodo.
In 1996 distribution rights for the Italian market (subsequently extended to Brazil) were acquired for the leading Scotch whisky brands Glenfiddich and Grant"s, as well as a licence to produce and distribute in Italy (and later in Brazil) Germany"s leading bitter, Jaegermeister. The year after the Group acquired distribution rights for Clan McGregor, Scotch whisky, in Brazil.
In 1998 the Group underwent a further expansion with the acquisition of a minority holding and world distribution rights (except for the USA) in Skyy Spirits, LLC, owner of SKYY Vodka, one of the fastest growing vodka brands in the North American market. This was part of a strategic alliance with Skyy Spirits, LLC which became the distributor for the whole Campari portfolio in the USA. Later in 1998 the Group gained the Italian distribution rights of Lipton Ice Tea, one of Unilever Group"s leading brands.