External Growth & Premiumisation

Last update: 02/12/2008

The market in which the Group operates in is characterised by a few large global players managing a number of extremely strong brands and a large number of niche players operating successfully in more restricted product and/or or geographical ranges; the trend towards increasing concentration is a defining feature in the industry and has been going on for the last 15 years.

1995 The Italian Business of BolsWessanen, including: Cynar, Crodino and Lemonsoda
1999 Cinzano Brand (Vermouth & Sparkling Wines) from Diageo
1999 Ouzo12 from Diageo
2001 Majority Interest in SKYY Spirits LLC (Completed at 100% in 2006)
2001 Brazilian Acquisition (Dreher, Drury’s, Old Eight, Liebfraumilch) from Diageo
2002 Sella&Mosca SpA including Sella&Mosca Wines, Zedda Piras, Catai Wines and Chateau Lamargue
2003 Riccadonna Wines
2003 Barbero1891 SpA Including Brands: Aperol, AperolSoda, Mondoro
2005 Teruzzi&Puthod Winery
2006 Glenn Grant, Old Smuggler, from Pernod Ricard
2007 Cabo Wabo Tequila (80% stake, closing of the acquisition beginning of 2008)
2007 X-Rated from Daucourt Martin Imports

Premiumisation
At Gruppo Campari we believe in the ever growing customer need for high quality ultra premium and luxury brands, to this end we have embraced a premiumisation strategy to always deliver the very best in the market.
To meet our premiumisation standards we have developed and acquired key strategic brands to accompany our international brand portfolio, and will continue to do so in the future:

• Spirits
  Cabo Wabo Tequila
  SKYY 90 Vodka
  X-Rated Fusion Liqueur
  X-Rated Vodka
  Jean Marc XO Vodka
• Wines
  Sella&Mosca
  Teruzzi&Puthod
  Mondoro