This transaction represents a key advancement in Campari Group’s strategy to optimize its portfolio, concentrating on core brands while “reducing business complexity and supporting financial deleverage.” This approach aligns with emerging food and beverage industry trends that emphasize consolidation and efficiency.
In line with this strategy, the group declared the sale of its Australian production facility and co-packing operations in March 2025, alongside the divestment of Cinzano in June 2025. Collectively, these changes are projected to contribute approximately 3% to Campari Group’s net sales on a pro-forma basis. Such shifts are critical amidst evolving food manufacturing trends.
In October, Campari Group, through its 50/50 joint venture with Moët Hennessy—Dioniso Group—announced the sale of Tannico, an Italian e-commerce platform for wine and spirits, to a private industry entity. This decision highlights a strategic response to current food and drink distribution trends.
Proceeds from these divestitures, including those from Averna and Zedda Piras, exceed €210 million, showcasing a strong alignment with the group’s financial objectives.
Simon Hunt, Chief Executive Officer at Campari Group, remarked: “The sale of Averna and Zedda Piras is another important step in our portfolio streamlining strategy, aimed at refocusing on fewer bigger bets, while supporting further deleverage, as we outlined during our Capital Markets Day.”
He further stated, “We are very pleased to execute this transaction with Illva Saronno Holding S.p.A., a strong player in the alcoholic beverages market and the best possible fit for the future development of these brands, especially given their long-standing history of working with Sicilian brands. I would like to express my gratitude to our teams for their commitment and hard work in looking after these brands over the years.”
Marco Ferrari, Chief Executive Officer of Illva Saronno, added: “The acquisition of Averna and Zedda Piras is another step towards strengthening our role as a global spirits player. With their recognised quality and heritage, the two brands are a great addition to our international portfolio and will significantly reinforce our position in three of our priority markets (US, Germany, and Italy). Illva Saronno, with its solid international presence, is proud to promote the Italian culture and way of life around the globe, which is something we share with, and admire of, Campari Group. We are confident that under our leadership the brands will continue to flourish in the coming years.”
As part of this agreement, Illva Saronno and Campari Group will establish a “transitional” manufacturing arrangement in Italy for blending and bottling Amaro Averna at Campari Group’s Canale production facility. This illustrates a strategic approach to food processing technology.
Additionally, a “transitional” distribution agreement will allow Campari Group to continue distributing Amaro Averna and Zedda Piras products in select markets, such as Germany, Austria, and Switzerland, before fully transitioning to Illva Saronno. This reflects ongoing adaptations to food and drink marketing and consumer trends.
The finalization of this deal is anticipated in the first half of 2026, aligning with the timelines of evolving food and drink regulations and industry innovations.