Campari: managing the tension between profit, growth and strategic focus

As of 2020, Campari has been one of the companies with the highest ranking in the spirits sector in Italy and has seen a strong and ever-growing expansion worldwide, through a mix of acquisitions and organic growth overtime. Since 1995, the Group has in fact completed 29 acquisitions and it is currently closing in on the biggest international players. As a consequence, Campari's EBITDA almost double in the last 10 years and the bold choices made by the management team have proven to be successful in pursuing a value strategy. Therefore, it is time to analyze Campari Group more in detail, starting with its history and strategy and gathering the financial statements of the last five years. In order identify the key success factors of this group, it is necessary to also analyze Campari's nearest competitor in portfolio terms, Pernod Ricard, to better understand, through the comparison of their financial performance, the links between strategy, actions and results.