Campari Group
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Davide Campari-Milano N.V., trading as Campari Group, is an Italian company active since 1860 in the branded
beverage A drink or beverage is a liquid intended for human consumption. In addition to their basic function of satisfying thirst, drinks play important roles in human culture. Common types of drinks include plain drinking water, milk, juice, smoothies a ...
industry. It produces
spirits Spirit or spirits may refer to: Liquor and other volatile liquids * Spirits, a.k.a. liquor, distilled alcoholic drinks * Spirit or tincture, an extract of plant or animal material dissolved in ethanol * Volatile (especially flammable) liquids, ...
,
wine Wine is an alcoholic drink typically made from fermented grapes. Yeast consumes the sugar in the grapes and converts it to ethanol and carbon dioxide, releasing heat in the process. Different varieties of grapes and strains of yeasts are m ...
s, and non-alcoholic apéritifs. From its signature product,
Campari Campari () is an Italian alcoholic liqueur, considered an apéritif (20.5%, 21%, 24%, 25%, or 28.5% ABV, depending on the country where it is sold), obtained from the infusion of herbs and fruit (including chinotto and cascarilla) in alcohol a ...
, its portfolio has been extended to include over 50 brands, including
Aperol Aperol is an Italian bitter apéritif made of gentian, rhubarb and cinchona, among other ingredients. It has a vibrant orange hue. Its name comes from ''apero'', an Italian slang word for apéritif (''aperitivo''). History Aperol was original ...
, Appleton,
Cinzano Cinzano () is an Italian brand of vermouth, a brand owned since 1999 by Gruppo Campari. History Cinzano vermouths date back to 1757 and the Turin herbal shop of two brothers, Giovanni Giacomo and Carlo Stefano Cinzano, who created a new "verm ...
,
SKYY vodka SKYY vodka is an American vodka spirit produced by the Campari America division of Campari Group of Milan, Italy, formerly SKYY Spirits LLC. SKYY Vodka is 40% ABV or 80 proof, except in Australia and New Zealand where it is 37.5% ABV / 75 Proo ...
, Espolón,
Wild Turkey The wild turkey (''Meleagris gallopavo'') is an Upland game bird, upland ground bird native to North America, one of two extant species of Turkey (bird), turkey and the heaviest member of the order Galliformes. It is the ancestor to the domestic ...
,
Grand Marnier Grand Marnier () is a French brand of liqueurs. The brand's best-known product is Grand Marnier Cordon Rouge, an orange-flavored liqueur created in 1880 by Alexandre Marnier-Lapostolle. It is made from a blend of Cognac brandy, distilled esse ...
, and Forty Creek whisky.


Group profile

Founded in Milan by
Gaspare Campari Gaspare Campari (1828–1882) was an Italian drinks manufacturer. Born in Cassolnovo, Lombardy,Sesto San Giovanni Sesto San Giovanni (; lmo, Sest San Giovann, label=Western Lombard ), locally referred to as just Sesto ( lmo, Sest, links=no), is a ''comune'' in the Metropolitan City of Milan, Lombardy, northern Italy. Its railway station is the northernmost s ...
, the Group is now a global company (sixth-largest spirits group worldwide), marketing and distributing its products in over 190 countries. Production is concentrated in 22 manufacturing plants. Campari Group employs approximately 4,000 people and has its own distribution network. The company operates in Austria, Belgium, Germany, Italy, Luxembourg, Russia, Switzerland, the UK and Ukraine in Europe; Argentina, Brazil, Jamaica, Mexico and the United States in the Americas, as well as in Australia and China. Local distributors are additionally used in over 180 other markets. Campari Group has improved its performance over the years, doubling its size since the year of its first listing on Piazza Affari, combining organic and external growth. Sales for 2012 amounted to €1,340.8 million, 76.7% of which was in spirits, 14.6% in wines, and around 8% in soft drinks.


History


The first century

Campari Group traces its beginnings back to 1860, with the birth of its flagship brand and signature, red aperitif beverage- Campari. Born in 1828, Gaspare Campari, the inventor of the recipe, was the 10th child of a farming family. At 14 he began working as a waiter and started developing a strong interest in people's drinking habits, coming to create the product that would take his name. Deciding to open his own bar, it became so successful that he opened another in the heart of Milan, making his own cordials, cream liqueurs and bitters in the basement. His choice of location near the Duomo coincided with the opening of Galleria Vittorio Emanuele, contributing to the fame of its bar and its bitters, then called Bitter all'Uso d'Olanda, which became extremely popular at the time. In 1904 the historic production site at Sesto San Giovanni was inaugurated. It would remain in operation until 2005 when a new production site was opened in Novi Ligure. In 1926 Davide, Gaspare's son, transformed the company by dropping the production of all drinks other than a Campari bitter and Cordial Campari. Davide dedicated his considerable energy and determination to making the brand known across the world. In 1932 Camparisoda, the first single-serve aperitif in the world, was launched. The bottle was designed by
Fortunato Depero Fortunato Depero (30 March 1892 – 29 November 1960) was an Italian futurist painter, writer, sculptor, and graphic designer. Biography Although born in Fondo or in the neighboring village of Malosco, according to other sources (in the It ...
, one of the most famous
Futurist Futurists (also known as futurologists, prospectivists, foresight practitioners and horizon scanners) are people whose specialty or interest is futurology or the attempt to systematically explore predictions and possibilities abou ...
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. According to Italy's important newsmagazine La Domenica del Corriere he Sunday Courrierthe new object was a “genuine novelty and wonder of the season.” Depero's invention had many highly innovative features. It was the first single-dose product, it was ready for consumption and it contained the perfect pre-dinner drink mix of Campari and soda. The bottle's striking design resembled an upside down glass. Davide Campari died in 1936; ten years later, the company incorporated as Davide Campari-Milano S.p.A. The company remained concentrated on this core product for most of the rest of the century, even after Domenico Garavoglia gained control of it in the 1970s. Sales grew especially strongly during the 1960s; by then, the Campari brands were distributed in over 80 countries, and over another 30 years distribution would cover 190 countries.


1960-2022

The critical step took place at the beginning of the 1990s. The rapid consolidation of the global drinks market, and especially the creation of a small number of dominant players such as
Diageo Diageo plc () is a Multinational corporation, multinational alcoholic beverage company, with its headquarters in London, England. It operates from 132 sites around the world. It was the world's largest distiller before being overtaken by Kweich ...
and
Allied Domecq Allied Domecq PLC was an international company, headquartered in Bristol, United Kingdom, that operated spirits, wine, and quick service restaurant businesses. It was once a FTSE 100 Index constituent but has been acquired by Pernod Ricard. Th ...
, led Campari to make a choice between joining the race for market size or simply defending its core but niche product. The first step towards building a competitive portfolio on the global market 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 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. Skyy Spirits, LLC became the distributor for the whole Campari portfolio in the US as part of the deal. Later in 1998 the group gained the Italian distribution rights of Lipton Ice Tea, from Unilever Group. In 1999, expansion continued with the acquisition of Ouzo 12, the anise-based Greek spirit. In 1999 the group also acquired Cinzano, producing vermouth and sparkling wines and one of the most internationally known Italian brands. In July 2001, the group completed its IPO on Piazza Affari, in Italy's biggest IPO of the year. The shares were priced at the lower end of the indicative price range of 30 to 38. The initial public offering was three times oversubscribed. The group later acquired leading brands like the Dreher aguardiente, the Old Eight, Drury's, Gregson's and Gold Cup whiskies and Liebfraumilch wine. In 2002, Campari finalized the acquisition of Zedda Piras S.p.A. (Mirto di Sardegna), owning a majority stake in Sella & Mosca S.p.A., both companies based in Sardinia, Italy. The same focus on wine brought the group to acquire Riccadonna in 2003, producing Asti sparkling white wine. In December 2003, Campari Group announced the acquisition of Barbero 1891 S.p.A. that brought to the portfolio brands including Aperol, Aperol Soda and Barbieri liqueurs in the spirit segment and Mondoro and Enrico Serafino in wines. In December 2005, 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. In 2006, Campari Group acquired from Pernod Ricard Glen Grant, Old Smuggler and Braemar, along with the distillery where Glen Grant is produced in
Rothes Rothes (; gd, Ràthais) is a town in Moray, Scotland, on the banks of the River Spey, south of Elgin. The town had a population of 1,252 at the 2011 Census. A settlement has been here since AD 600. History and castle At the south end of the ...
, Scotland. Thanks to this acquisition, the group strengthened its presence in the spirits segment and officially entered the key Scotch whisky segment. In 2007, Campari Group announced the acquisition of
Cabo Wabo Cabo Wabo is a nightclub, restaurant and bar company founded in 1990 by American singer-songwriter and rock musician Sammy Hagar. Located in Cabo San Lucas, Baja California Sur, Mexico franchises exist along the Las Vegas Strip and on Hollywoo ...
tequila, created by Van Halen lead singer
Sammy Hagar Samuel Roy Hagar (born October 13, 1947), also known as the Red Rocker, is an American singer, songwriter, and guitarist. He rose to prominence in the early 1970s with the hard rock band Montrose and subsequently launched a successful solo car ...
, adding the Tequila segment to the already wide portfolio. In 2009, Campari Group announced the largest acquisition in its history, buying the world's top premium Kentucky bourbon whiskey, Wild Turkey. Along with Wild Turkey bourbon, American Honey liqueur, a honey and bourbon-based cordial, joined the portfolio. The group also took ownership of the distillery in Lawrenceburg, Kentucky as part of the deal. In 2010, Campari Group announced an agreement to acquire Carolans Irish Cream, Frangelico Hazelnut Liqueur and Irish Mist Whiskey Honey Liqueur. On July 6, 2011, Campari Group celebrated the tenth anniversary of its listing on Borsa Italiana. In December 2012, Campari Group announced the successful acquisition of Lascelles deMercado & Co. Limited, including four brands: Appleton Estate, Appleton Special/White, Wray & Nephew and Coruba, the related upstream supply chain and the local distribution company. In 2014, Campari Group announced the successful acquisition of Averna, Italy's second best-selling bitter, at 103.75 million euros ($143 million). The Averna group owns a portfolio of premium brands, among which are Braulio, a herb-based bitter, and Grappa Frattina, through which Campari entered the grappa category. In March 2014, Campari Group purchased Canadian whisky producer Forty Creek Distillery Ltd. for $185.6 million (Canadian). The sale included 100% of the distillery, including all Forty Creek facilities and whisky stocks. Founder John Hall stayed on as master distiller and blender. Campari Group's biggest acquisition to date was of
Grand Marnier Grand Marnier () is a French brand of liqueurs. The brand's best-known product is Grand Marnier Cordon Rouge, an orange-flavored liqueur created in 1880 by Alexandre Marnier-Lapostolle. It is made from a blend of Cognac brandy, distilled esse ...
in 2016. In 2017, Campari acquired Bulldog London Dry Gin and then acquired French brand Bisquit Cognac in 2018. In 2019, Campari Group purchased Rhumantilles, maker of French rums Trois Rivières and Maison La Mauny; as well as Licorera Ancho Reyes and Casa Montelobos. Campari Group celebrated its 160th anniversary that year with the ''Infinito Campari'' installation, designed by sculptor Oliviero Rainaldi. The company also curated ''The Spiritheque'', an editorial collection of illustrated and animated stories relaying anecdotes behind the main brands of Campari Group's product portfolio represented in a virtual art gallery. 2021 marked Campari Group's 20th anniversary on the Italian Stock Exchange. In August 2022, Campari Group acquired 15% stake in Howler Head, a flavoured bourbon brand from Catalyst Spirits. In October 2022, it was announced Campari Group had acquired a minority stake in the global spirits incubator, Catalyst Sprits, for an undisclosed sum.


Products

Campari's beverage brands include: sarti, American Honey Liqueur, Zedda Piras * Apéritif:
Campari Campari () is an Italian alcoholic liqueur, considered an apéritif (20.5%, 21%, 24%, 25%, or 28.5% ABV, depending on the country where it is sold), obtained from the infusion of herbs and fruit (including chinotto and cascarilla) in alcohol a ...
,
Aperol Aperol is an Italian bitter apéritif made of gentian, rhubarb and cinchona, among other ingredients. It has a vibrant orange hue. Its name comes from ''apero'', an Italian slang word for apéritif (''aperitivo''). History Aperol was original ...
,
Cinzano Cinzano () is an Italian brand of vermouth, a brand owned since 1999 by Gruppo Campari. History Cinzano vermouths date back to 1757 and the Turin herbal shop of two brothers, Giovanni Giacomo and Carlo Stefano Cinzano, who created a new "verm ...
Vermouth Vermouth (, ) is an aromatized fortified wine, flavoured with various botanicals (roots, barks, flowers, seeds, herbs, and spices) and sometimes colored. The modern versions of the beverage were first produced in the mid- to late 18th centur ...
Bianco, Cinzano Vermouth Extra Dry, Crodino, 1757 Vermouth di Torino Extra Dry, 1757 Vermouth di Torino Rosso, Campari Soda *
Bourbon Whiskey Bourbon () is a type of barrel-aged American whiskey made primarily from corn. The name derives from the French Bourbon dynasty, although the precise source of inspiration is uncertain; contenders include Bourbon County in Kentucky and Bourbo ...
:
Wild Turkey The wild turkey (''Meleagris gallopavo'') is an Upland game bird, upland ground bird native to North America, one of two extant species of Turkey (bird), turkey and the heaviest member of the order Galliformes. It is the ancestor to the domestic ...
, Russell's Reserve *Brazilian Whiskey: Old Eight, Drury's *
Cachaça ''Cachaça'' () is a distilled spirit made from fermented sugarcane juice. Also known as ''pinga'', ''caninha'', and other names, it is the most popular spirit among distilled alcoholic beverages in Brazil.Cavalcante, Messias Soares. Todos os n ...
: Sagatiba *
Canadian whisky Canadian whisky is a type of whisky produced in Canada. Most Canadian whiskies are blended multi-grain liquors containing a large percentage of corn spirits, and are typically lighter and smoother than other whisky styles.
: Forty Creek *
Champagne Champagne (, ) is a sparkling wine originated and produced in the Champagne wine region of France under the rules of the appellation, that demand specific vineyard practices, sourcing of grapes exclusively from designated places within it, spe ...
: Champagne Lallier *
Cognac Cognac ( , also , ) is a variety of brandy named after the Communes of France, commune of Cognac, France. It is produced in the surrounding wine-growing region in the Departments of France, departments of Charente and Charente-Maritime. Cog ...
: Bisquit Cognac,
Grand Marnier Grand Marnier () is a French brand of liqueurs. The brand's best-known product is Grand Marnier Cordon Rouge, an orange-flavored liqueur created in 1880 by Alexandre Marnier-Lapostolle. It is made from a blend of Cognac brandy, distilled esse ...
*
Fruit brandy In botany, a fruit is the seed-bearing structure in flowering plants that is formed from the ovary after flowering. Fruits are the means by which flowering plants (also known as angiosperms) disseminate their seeds. Edible fruits in particu ...
: Dreher * Gin: Bankes London Dry Gin, Bulldog London Dry Gin *
Liqueur A liqueur (; ; ) is an alcoholic drink composed of spirits (often rectified spirit) and additional flavorings such as sugar, fruits, herbs, and spices. Often served with or after dessert, they are typically heavily sweetened and un-aged beyond ...
:
Campari Campari () is an Italian alcoholic liqueur, considered an apéritif (20.5%, 21%, 24%, 25%, or 28.5% ABV, depending on the country where it is sold), obtained from the infusion of herbs and fruit (including chinotto and cascarilla) in alcohol a ...
,
Aperol Aperol is an Italian bitter apéritif made of gentian, rhubarb and cinchona, among other ingredients. It has a vibrant orange hue. Its name comes from ''apero'', an Italian slang word for apéritif (''aperitivo''). History Aperol was original ...
,
Grand Marnier Grand Marnier () is a French brand of liqueurs. The brand's best-known product is Grand Marnier Cordon Rouge, an orange-flavored liqueur created in 1880 by Alexandre Marnier-Lapostolle. It is made from a blend of Cognac brandy, distilled esse ...
,
Amaro Averna Amaro Averna is an Italian liqueur in the Amaro category produced in Caltanissetta, Sicily. It is named after its inventor, Salvatore Averna, who invented the recipe in 1868. This drink is produced on the Island of Sicily and is considered a t ...
, Amaro Braulio, Ouzo 12,
Irish Mist Irish Mist is an Irish whiskey-based liqueur produced in Tullamore, Ireland, by the Irish Mist Liqueur Company Ltd. In September 2010 it was announced that the brand was being bought by Gruppo Campari from William Grant, only a few months af ...
,
Frangelico Frangelico () is a brand of (flavored with hazelnuts) and herb-flavored liqueur coloured with caramel coloring, which is produced in Canale, Italy. It is 20% alcohol by volume (ABV) or 40 proof. Formerly, it was 24% ABV or 48 proof. When pro ...
,
Cynar Cynar () is an Italian bitter apéritif of the amaro variety. It is made from 13 herbs and plants, predominant among which is the artichoke (''Cynara scolymus''), from which the drink derives its name. Cynar is dark brown, has a bittersweet fl ...
, X-Rated Fusion Liqueur *
Mixed drinks A mixed drink is a beverage in which two or more ingredients are mixed. Types * List of non-alcoholic mixed drinks -- A non-alcoholic mixed drink (also known as virgin cocktail, boneless cocktail, temperance drink, or mocktail) is a cocktail-st ...
:
Aperol Spritz Aperol is an Italian bitter apéritif made of gentian, rhubarb and cinchona, among other ingredients. It has a vibrant orange hue. Its name comes from ''apero'', an Italian slang word for apéritif (''aperitivo''). History Aperol was original ...
, Aperol Soda, Campari Soda, Campari Mixx, Campari Orange Passion, Cinzano Soda, Cinzano Cocktail, Crodino Twist, SKYY blue *
Rum Rum is a liquor made by fermenting and then distilling sugarcane molasses or sugarcane juice. The distillate, a clear liquid, is usually aged in oak barrels. Rum is produced in nearly every sugar-producing region of the world, such as the Ph ...
:
Appleton Estate Appleton may refer to: People *Appleton (surname) Places Australia * Appleton Dock Canada * Appleton, Newfoundland and Labrador * Appleton, Ontario United Kingdom * Appleton, a deserted medieval village site in the parish of Flitcham w ...
, J. Wray and Nephew, Sangsters, Coruba, La Mauny, Trois Rivières *
Scotch Whisky Scotch whisky (; sco, Scots whisky/whiskie, whusk(e)y; often simply called whisky or Scotch) is malt whisky or grain whisky (or a blend of the two), made in Scotland. All Scotch whisky was originally made from malted barley. Commercial distil ...
: Glen Grant, Old Smuggler *
Sparkling wine Sparkling wine is a wine with significant levels of carbon dioxide in it, making it fizzy. While the phrase commonly refers to champagne, European Union countries legally reserve that term for products exclusively produced in the Champagne regi ...
:
Cinzano Cinzano () is an Italian brand of vermouth, a brand owned since 1999 by Gruppo Campari. History Cinzano vermouths date back to 1757 and the Turin herbal shop of two brothers, Giovanni Giacomo and Carlo Stefano Cinzano, who created a new "verm ...
,
Mondoro Mondoro (''Mɔ̀ndɔ́:rɔ́'') is a village and rural commune in the Cercle of Douentza in the Mopti Region of Mali, near the border of Burkina Faso. The commune contains 22 villages and had a population of 42,631 in the 2009 census. The commu ...
, Riccadonna *
Tequila Tequila (; ) is a liquor, distilled beverage made from the Agave tequilana, blue agave plant, primarily in the area surrounding the city of Tequila, Jalisco, Tequila northwest of Guadalajara, Jalisco, Guadalajara, and in the Jaliscan Highlands ...
:
Espolon El Espolón is a brand of tequila from Campari America. The tequila is produced at the brand owned Casa San Nicolas (NOM-1440) in the Los Altos (Highlands) region of Jalisco, Mexico. It has three products which are Blanco, Reposado, and Añejo ...
,
Cabo Wabo Cabo Wabo is a nightclub, restaurant and bar company founded in 1990 by American singer-songwriter and rock musician Sammy Hagar. Located in Cabo San Lucas, Baja California Sur, Mexico franchises exist along the Las Vegas Strip and on Hollywoo ...
*Uruguayan Whiskey: Gregson's *
Vermouth Vermouth (, ) is an aromatized fortified wine, flavoured with various botanicals (roots, barks, flowers, seeds, herbs, and spices) and sometimes colored. The modern versions of the beverage were first produced in the mid- to late 18th centur ...
:
Cinzano Cinzano () is an Italian brand of vermouth, a brand owned since 1999 by Gruppo Campari. History Cinzano vermouths date back to 1757 and the Turin herbal shop of two brothers, Giovanni Giacomo and Carlo Stefano Cinzano, who created a new "verm ...
,
Mondoro Mondoro (''Mɔ̀ndɔ́:rɔ́'') is a village and rural commune in the Cercle of Douentza in the Mopti Region of Mali, near the border of Burkina Faso. The commune contains 22 villages and had a population of 42,631 in the 2009 census. The commu ...
*
Vodka Vodka ( pl, wódka , russian: водка , sv, vodka ) is a clear distilled alcoholic beverage. Different varieties originated in Poland, Russia, and Sweden. Vodka is composed mainly of water and ethanol but sometimes with traces of impuritie ...
:
SKYY vodka SKYY vodka is an American vodka spirit produced by the Campari America division of Campari Group of Milan, Italy, formerly SKYY Spirits LLC. SKYY Vodka is 40% ABV or 80 proof, except in Australia and New Zealand where it is 37.5% ABV / 75 Proo ...
,
Jean-Marc XO Vodka Jean-Marc XO Vodka is a brand of vodka distilled in the Cognac region of France by Jean-Marc Daucourt and owned by the Campari Group. The recipe for Jean-Marc XO includes four French wheat grains, selected for their specific flavors. Each wheat g ...
, Prince Igor Vodka * Still Wine:
Liebfraumilch ''Liebfraumilch'' or ''Liebfrauenmilch'' (, in reference to the Virgin Mary) is a style of semi-sweet white German wine which may be produced, mostly for export, in the wine region, regions Rheinhessen (wine region), Rheinhessen, Palatinate (wine ...
, Red Label, Magnum tonic


See also

*
List of Italian companies Italy is a unitary parliamentary republic in Europe with the third largest nominal GDP in the Eurozone and the eighth largest in the world. As an advanced economy the country also has the sixth worldwide national wealth and it is ranked third fo ...


References


External links

*
Angelo Dringoli. "Corporate Strategy and Firm Growth: Creating Value for Shareholders", 2012. (p.174-190)
{{Authority control Italian companies established in 1860 Distilleries in Italy Food and drink companies established in 1860 Italian brands Multinational companies headquartered in Italy Multinational food companies Soft drinks manufacturers