This case describes the pattern of external expansion in the spirits industry of the Italian Campari Group between 1995 and 2013. The group's phenomenal growth was accomplished through a coherent sequence of international mergers and acquisitions (M&A), within the context of a concentrating beverage industry. With support of rich company and industry data, the case illustrates how Campari developed from a niche producer of a single branded product owned by two families, to a multi-brand top multinational player listed on the stock exchange. The case can be adopted in classes on competitive strategy, corporate strategy, and M&A strategies.
RED PASSION: THE EXPANSION STRATEGY OF THE CAMPARI GROUP
CORBETTA, GUIDO GIUSEPPE;SALVATO, CARLO
2014
Abstract
This case describes the pattern of external expansion in the spirits industry of the Italian Campari Group between 1995 and 2013. The group's phenomenal growth was accomplished through a coherent sequence of international mergers and acquisitions (M&A), within the context of a concentrating beverage industry. With support of rich company and industry data, the case illustrates how Campari developed from a niche producer of a single branded product owned by two families, to a multi-brand top multinational player listed on the stock exchange. The case can be adopted in classes on competitive strategy, corporate strategy, and M&A strategies.
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