Galleria Campari, Sesto San Giovanni, Milan, Lombardy, Italy, Europe
The critical step took place at the beginning of the Nineties: the rapid consolidation of the global drinks market, and especially the creation of a small number of dominant players, such as Diageo and Allied Domecq forced 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 VodkaSkyy Spirits, LLC became the distributor for the whole Campari portfolio in the USA 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 acquired Riccadonna in 2003, producing Asti sparkling white wine. In December 2003 the Gruppo Campari announces 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; Mondoro and Enrico Serafino in wines. 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. In 2006 Gruppo Campari acquired from Pernod Ricard Glen Grant,Old Smuggler and Braemar, along with the distillery where GlenGrant is produced in Rothes, Scotland. Thanks to this acquisition, the Group strengthened its presence in the spirits segment and officially entered the key Scotch whisky segment. In 2007 Gruppo Campari announced the acquisition of Cabo Wabo tequila, created by Van Halen leading singer Sammy Hagar, adding the Tequila-segment to the already wide portfolio. In 2009 Gruppo Campari 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 Gruppo Campari announced an agreement to acquire Carolans Irish Cream, Frangelico Hazelnut Liqueur and Irish Mist Wiskey Honey Liqueur. On July 6, 2011 Gruppo Campari celebrated the ten year anniversary of its listing on Borsa Italiana in 2001. In December 2012, Gruppo Campari announced the successful acquisition of Lascelles deMercado & Co. Limited, including brands: Appleton Estate, Appleton Special/White, Wray & Nephew and Coruba, the related upstream supply chain and the local distribution company. In 2014 Gruppo Campari 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 enters the grappa category.