Campari Group
Italian global beverage company whose portfolio spans aperitifs, spirits, wines and selected non-alcoholic beverages.
Last updated October 14, 2026
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Overview
Campari Group is the trading name of Davide Campari-Milano N.V., an Italian branded-beverage company whose origins date to 1860, when Gaspare Campari developed the bitter red aperitif that bears his name. The company grew from a Milanese bar and liqueur operation into an international spirits and beverage group headquartered in Sesto San Giovanni, near Milan. Its portfolio has expanded well beyond Campari to include aperitifs, vermouths, liqueurs, whisky, bourbon, tequila, rum, vodka, gin, cognac and selected wines and soft drinks. The group’s best-known brands include Campari, Aperol, SKYY Vodka, Wild Turkey, Appleton Estate, Espolòn, Grand Marnier, Courvoisier, Bulldog, The GlenGrant, Frangelico, Carolans, Montelobos and Ancho Reyes. Portfolio composition has changed repeatedly through acquisitions, disposals and minority investments, reflecting a strategy of building international premium brands while retaining strong regional products. Aperol, in particular, became a major global growth engine through the international spread of the Aperol Spritz occasion. Campari’s development accelerated during the consolidation of the global drinks industry in the 1990s and 2000s. Acquisitions added Italian aperitif and liqueur brands, Scotch whisky, tequila, American whiskey, Jamaican rum, Canadian whisky, cognac and French Caribbean rum. The company also developed its own distribution capabilities in several important markets and markets its products in more than 190 countries, supported by a network of manufacturing sites and local commercial organizations. The group became a listed company through its 2001 initial public offering on the Borsa Italiana. It is commonly associated with premium and aspirational drinking occasions, particularly aperitivo culture, cocktail-making and distinctive heritage brands. Its brand communications frequently combine visual design, fashion, film, art and entertainment with product-led campaigns. Campari itself has a long advertising tradition, while Aperol has been positioned around sociable outdoor consumption and the Spritz serve. Campari Group is not a single-product company: it operates as a house of beverage brands, with different labels aimed at different categories, geographies and consumer occasions. The company has also periodically simplified its portfolio to concentrate resources on brands with stronger international potential. Its present identity is therefore defined by a combination of Italian aperitif heritage, international premium spirits, selective acquisitions and global brand building.
History
Campari Group traces its origins to 1860, when Gaspare Campari began producing his signature bitter in Milan. Gaspare had developed a successful hospitality and drinks business, first operating a bar and later opening a prominent location near the Duomo and the newly established Galleria Vittorio Emanuele II. His bitter, initially known as Bitter all’Uso d’Olanda, became the foundation of the company’s identity. A major early industrial milestone came in 1904, when the company opened its historic production site in Sesto San Giovanni. Gaspare’s son Davide later concentrated the business around Campari bitter and Cordial Campari. Under his direction, the company invested heavily in brand recognition and international visibility. In 1932 it introduced Camparisoda, a ready-to-drink single-serve aperitif in a distinctive bottle designed by Futurist artist Fortunato Depero. The product became an important example of Italian industrial and packaging design and remains associated with the group’s heritage. Davide Campari died in 1936. The business was incorporated as Davide Campari-Milano after the Second World War and remained focused for decades on its core bitter and closely related products. Control passed to the Garavoglia family in the 1970s. During the 1990s, increasing consolidation in the international drinks sector encouraged Campari to move from a largely single-brand identity toward a broader branded-beverage portfolio. The transformation began with acquisitions and distribution agreements. In 1995, Campari acquired the Italian branch of BolsWessanen, adding products such as Crodino, Cynar and Lemonsoda. It took a minority interest in Skyy Spirits in 1998 and obtained international distribution rights for SKYY Vodka outside the United States. The group also added Lipton Ice Tea distribution in Italy, Ouzo 12 and Cinzano during the late 1990s. Its 2001 IPO on the Borsa Italiana provided a public-market foundation for subsequent expansion. During the 2000s, Campari acquired or added control of brands spanning Italian aperitifs and wines, Sardinian spirits, sparkling wine, Scotch whisky and tequila. The purchase of Glen Grant, Old Smuggler and Braemar from Pernod Ricard in 2006 marked a significant move into Scotch whisky. The 2007 acquisition of Cabo Wabo opened a larger role in tequila, while the 2009 Wild Turkey transaction established a major American whiskey platform. The 2010s brought further geographic and category diversification. Campari added Carolans, Frangelico and Irish Mist; acquired Jamaican rum assets including Appleton Estate; bought Averna and Forty Creek; and completed the acquisition of Grand Marnier in 2016. Bulldog Gin, Bisquit Cognac, French Caribbean rum brands, Ancho Reyes and Casa Montelobos followed. The group also used brand storytelling, design, experiential marketing and cocktail culture to internationalize its Italian aperitif heritage. In the 2020s, Campari continued to build its whiskey and cognac positions. It took minority stakes connected with Howler Head and Catalyst Spirits, acquired control of Wilderness Trail Distillery, and completed the purchase of Courvoisier in 2024. The company has also reviewed its portfolio periodically, selling or considering the disposal of selected non-core brands while emphasizing internationally scalable premium spirits. Through this evolution, Campari has remained a global house of brands rather than a producer dependent on one label, with Campari and Aperol serving as particularly visible ambassadors of Italian aperitivo culture.
- 2024
Courvoisier acquisition completed
[1]The group completed its purchase of Courvoisier from Beam Suntory.
- 2016
Grand Marnier acquired
[1]Campari completed the acquisition of the French orange liqueur brand.
- 2012
Jamaican rum platform acquired
[1]The acquisition of Lascelles deMercado added Appleton Estate, Wray & Nephew and Coruba.
- 2009
Wild Turkey acquired
[1]Campari acquired the Wild Turkey bourbon business and its Kentucky distillery.
- 2006
Entry into Scotch whisky
[1]The group acquired Glen Grant, Old Smuggler and Braemar from Pernod Ricard.
- 2001
Initial public offering
[1]Campari completed its IPO on the Borsa Italiana.
- 1995
Italian BolsWessanen business acquired
[1]The transaction added Crodino, Cynar, Lemonsoda and other Italian beverage brands.
- 1932
Camparisoda launched
[1]The company introduced a single-serve ready-to-drink aperitif in a bottle designed by Fortunato Depero.
- 1904
Sesto San Giovanni production site opened
[1]The company inaugurated an industrial production facility that remained historically important for more than a century.
- 1860
Campari’s origins in Milan
[1]Gaspare Campari established the business and introduced the bitter aperitif that became the company’s signature product.
Products and positioning
Premium and internationally distributed branded alcoholic beverages, with particular strength in Italian aperitifs and premium spirits.
Bitter aperitif · 1860
Campari
Campari is the group’s founding and signature brand: a bright red bitter aperitif used in classic serves such as the Negroni, Americano and Campari Soda. Its intensely bitter, citrus-led profile supports both cocktail use and aperitivo occasions. The brand’s identity is closely linked to Milan, Italian design and a long history of visually distinctive advertising.
Aperitif
Aperol
Aperol is an Italian aperitif with a lower-intensity bitter profile and an orange color. It is strongly associated with the Aperol Spritz, a serve combining Aperol, sparkling wine and soda. Campari Group has used the brand to promote a sociable, outdoor aperitivo occasion across international markets.
Ready-to-drink aperitif · 1932
Camparisoda
Camparisoda is a pre-mixed, single-serve version of the Campari aperitivo. Introduced in 1932, it was notable for combining convenience with a purpose-designed bottle. The packaging, created by Fortunato Depero, remains one of the best-known objects in the history of Italian beverage design.
Bourbon whiskey
Wild Turkey
Wild Turkey is an American bourbon whiskey brand supported by production in Lawrenceburg, Kentucky. Campari acquired the brand and distillery in 2009, making it a central pillar of the group’s American whiskey business. Its range includes core bourbon and rye expressions as well as higher-aged and limited releases.
Jamaican rum
Appleton Estate
Appleton Estate is a Jamaican rum brand acquired with the Lascelles deMercado business in 2012. It is produced in Jamaica and is positioned around estate production, Jamaican provenance and aged rum. The acquisition also brought related rum labels and upstream production capabilities into Campari’s portfolio.
Vodka
SKYY Vodka
SKYY Vodka is an American vodka brand associated with a modern, blue visual identity and cocktail-oriented positioning. Campari first took a minority interest in Skyy Spirits in 1998 and obtained broad distribution rights outside the United States, later making the brand part of its international spirits portfolio.
Orange liqueur
Grand Marnier
Grand Marnier is a French orange liqueur combining bitter orange character with cognac. Campari acquired the brand in 2016, adding a globally recognized premium liqueur with roles in cocktails, culinary applications and after-dinner consumption.
Cognac
Courvoisier
Courvoisier is a historic French cognac house. Campari agreed to acquire it from Beam Suntory in 2023 and completed the transaction in 2024, expanding the group’s presence in the international cognac category.
Tequila
Espolòn
Espolòn is a Mexican tequila brand and one of Campari Group’s important agave-spirit assets. It is positioned through Mexican heritage, distinctive bottle artwork and broad accessibility across tequila and cocktail occasions.
Marketing campaigns
- 2020Infinito Campari
Italy · International digital audiences
To mark the company’s 160th anniversary, Campari presented Infinito Campari, an art installation created by sculptor Oliviero Rainaldi. The initiative connected the brand’s heritage with contemporary art and anniversary storytelling.
Outcome. Heritage and cultural-marketing activation
- 2020The Spiritheque
International digital audiences
Campari curated The Spiritheque, a virtual editorial and art collection built around illustrated and animated stories about brands in its portfolio.
Outcome. Digital brand-storytelling project
Brand decisions
2023
Agree to acquire CourvoisierM&ABackground
The group sought to expand its premium cognac presence and add another internationally recognized French spirits house.
Action taken
Campari agreed to purchase Courvoisier from Beam Suntory; closing took place in 2024.
Aftermath
Courvoisier became part of Campari Group’s cognac portfolio after completion of the transaction.
2022
Build an American whiskey growth platformM&ABackground
Campari continued to prioritize premium American whiskey and emerging spirits brands.
Action taken
The group invested in Howler Head and Catalyst Spirits and acquired a 70 percent stake in Wilderness Trail Distillery.
Aftermath
The investments increased Campari’s exposure to bourbon production, innovation and developing spirits brands.
Reported consideration for 70 percent of Wilderness Trail Distillery. $420 million (2022)
2016
Acquire Grand MarnierM&ABackground
Campari was broadening its premium liqueur and international spirits offering.
Action taken
The group acquired Grand Marnier, a French orange liqueur brand.
Aftermath
The transaction became the group’s largest acquisition to that point and added a globally established premium liqueur.
2009
Acquire Wild TurkeyM&ABackground
Campari sought to strengthen its presence in internationally recognized premium spirits and enter a larger position in American whiskey.
Action taken
The group purchased Wild Turkey and its Kentucky distillery from Pernod Ricard.
Aftermath
Wild Turkey became a major American whiskey platform within Campari’s global portfolio.
2001
List the company on the Borsa ItalianaOtherBackground
Campari had been expanding beyond its historic single-brand base and needed a public-company structure to support its international development.
Action taken
The group completed an initial public offering in Italy.
Aftermath
The listing gave Campari access to public equity markets and established its continuing status as a listed beverage company.
Recent events
- 2024
Campari Group completed the Courvoisier acquisition[1]
M&A
The Courvoisier transaction closed in May 2024, adding a major French cognac label to Campari’s global portfolio.
- 2023
Campari Group agreed to acquire Courvoisier[1]
M&A
Campari announced an agreement to purchase the cognac brand Courvoisier from Beam Suntory; the transaction was completed in 2024.
- 2022
Campari Group invested in Howler Head and Catalyst Spirits[1]
M&A
Campari disclosed a minority investment in the Howler Head flavored bourbon brand and in spirits incubator Catalyst Spirits.
- 2022
Campari Group acquired a majority stake in Wilderness Trail Distillery[1]
M&A
The group agreed to acquire a controlling interest in the Kentucky bourbon producer, increasing its strategic exposure to American whiskey.
- 2019
Campari Group acquired French Caribbean rum and Mexican agave brands[1]
M&A
The company acquired Rhumantilles, including Trois Rivières and Maison La Mauny, as well as Licorera Ancho Reyes and Casa Montelobos.
- 2018
Campari Group acquired Bisquit Cognac[1]
M&A
The acquisition expanded Campari’s presence in cognac and French premium spirits.
- 2017
Campari Group acquired Bulldog Gin[1]
M&A
The purchase added an internationally oriented London dry gin brand to the group’s spirits portfolio.
- 2016
Campari Group acquired Grand Marnier[1]
M&A
The acquisition of the French orange liqueur brand became the group’s largest acquisition at that point and broadened its premium liqueur portfolio.
- 2014
Campari Group expanded its bitter and grappa portfolio through Averna[1]
M&A
The group acquired Averna, together with associated brands including Braulio and Grappa Frattina.
- 2014
Campari Group acquired Forty Creek Distillery[1]
M&A
The company purchased the Canadian whisky producer and its distillery, facilities and whisky stocks.
Showing the 10 most recent.
Sources7 sources
- 1Campari Groupen.wikipedia.org
- 2Campari Group official websitecamparigroup.com
- 3Campari completes acquisition of Baron Philippe de Rothschild Distributionthedrinksbusiness.com
- 4Campari Group acquires a 49% interest in e-commerce platform Tannicobeveragedaily.com
- 5Campari Group acquires French distributorbeveragedaily.com
- 6Courvoisier unveils global campaign - The Spirits Businessthespiritsbusiness.com
- 7SCM Holdings Limited acquires Les Cedres villa from Campari Group in French Rivieraen.interfax.com.ua
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