PRESENTATION2015
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GRUPPO CAMPARI’S HISTORY
Campari was founded in 1860 - the year Gaspare Campari invented thebright red bittersweet aperitif in downtown Milan.From 1888 onwards, his successor and son, Davide Campari, developed andimplemented an extensive campaign to grow the brand globally, featuring awinning marketing strategy; the creation of the first single-serve aperitif,Campari Soda, in 1932; and a patronage of the arts to enhance productpromotion.In the 1960s, Gruppo Campari’s distribution power already reached over 80countries.In the second half of the 1990s, the beverage industry was characterized bya strong M&A trend which led to the creation of corporations with globaldimensions and remarkable portfolios appealing to a broad consumerdynamic.Therefore, Campari chose to expand not only via organic growth but alsovia external growth, turning from a single-brand company as late as 1995 toa multinational company with a solid and expansive portfolio withinternational appeal today.
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GRUPPO CAMPARI TODAY
Gruppo Campari today is a major player in the global branded beverageindustry, with a portfolio of over 50 premium and super premium brands,marketed and distributed in over 190 markets around the world, withleading positions in Europe and the Americas.
The Group employs around 4,000 people and has an extensive portfoliothat spans three business segments: spirits, wines and soft drinks.
Gruppo Campari istoday the sixth-largestplayer worldwidein the premiumspirits industry*.
Shares of the parent company Davide Campari - Milano S.p.A. are listed onthe Italian Stock Exchange since 2001.
* Source: Impact’s top 100 Premium Spirits Brands Worldwide by Company, February 2015
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DiageoPernod RicardBacardi Ltd.Brown-FormanBeam Suntory
Gruppo CampariConstellation BrandsE.&J. DistillersMast-JägermeisterThe Edrington Group
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WORLDWIDE PRESENCE
Headquartered in Sesto San Giovanni (Milan),Gruppo Campari has its own distribution networkin 19 countries. Since 2004, it dramatically strengthenedits route-to-market from 5 to 19 in-marketcompanies which account for 90%of Group revenues. The Groupinsourced bottling activities in the coreUS and Australia markets and globallyincreased its manufacturing plantsfrom 8 in 2004 to 16 today: Italy (4),Greece, Scotland, Jamaica (3), Australia,Mexico, United States, Canada, Argentina, Brazil (2).
A strengthened route-to-market and product supply chain
2004 in-market companiesItaly, Germany, USA, Brazil, Switzerland.
Additions since 2004Austria, China, Argentina, Mexico,Ukraine, Belgium, Luxembourg, Australia,Russia, Jamaica, UK, Spain, Canada, Peru.
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GROWTH STRATEGYGruppo Campari’s growth strategy aims to combine organic growth through strong brand building with shareholder value enhancing acquisitions.Spirits are the company’s core business and where it focuses its acquisition efforts. The group’s strategic thinking is driven by the desireto reach or enhance critical mass in key geographic markets.
Drive faster growth of Top 5 Spirits Brands and incubate Potential Brandswith best-in-class marketing,innovation and brandbuilding
Generate steady growthin key local brandsthrough periodicalrenewals
Leverage onrigorous costdiscipline toreinvest savingsinto strategicbrand building
Develop theGroup’s presencein high-potentialmarkets
Seek acquisitionsin markets whereGruppo Campari
controls itsdistribution
Acquire local brands withstrong equity to build
new distributionplatforms
Identify Specialty Brands with strong equity and pricing
power
Maintainfinancial
discipline
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Contract beverage Packer**Distribution Company*
A HISTORY OF SUCCESSFUL ACQUISITIONSGruppo Campari focuses its external growth efforts on spirits and the strategic thinking is driven by the desire to reach or enhance critical mass in key geographic markets. Campari has a significant track record of successful acquisitions, having executed 24 since 1995, for an overall value of more than € 2 billion.
1995 1999 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Subsequently disposed***
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Vodka
Aperitifs
Whisky
Rum
Tequila
Liqueurs /Distillates /
Others
Gin
SparklingWines
SoftDrinks
BRAND PORTFOLIOGruppo Campari has a portfolio
of over 50 premium
brands in the following categories
and super premium
Gruppo Campari’s portfolio also includes a range of still wines, Ready to Drink and other liqueurs and distillates
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Aperol is the perfect aperitif: bright orange in color,
light and low in alcohol witha unique bitter-sweet taste.
Its signature drink,Aperol Spritz is
the ultimate contagiouslysocial drink.
APEROL SPRITZ #1ITALIAN COCKTAIL*
SKYY is the new world vodka, unafraid to stir
and shake things up. Unconditionally devoted to progressive thinking, SKYY Vodka revolutionized the
spirits industry withits proprietary quadruple
distillation andtriple-filtration process.
IRRESISTIBLY PROGRESSIVE
Wild Turkeyis an American icon.
Under the stewardshipof our Master Distillers Jimmy and Eddie Russell, our award
winning Kentucky Straight Bourbon Whiskey is revered
across the world. Our high rye mash bill, charred
barrels and longer aging guarantee a whiskeythat’s big and bold,
yet incredibly smooth.
BOTTLEDBUT NEVER TAMED
For over 265 yearswe have been cultivatingsugar cane and craftingthe finest rum on the
Appleton Estate adding the warmth, passion and the
unique spiritof our Jamaica to every drop.
Appleton Estate is a truly beautiful rum – deliciousand alive, vivid and deep
with flavour, complexand aromatic.
DISCOVER THE PLEASUREOF APPLETON ESTATE
Campari is a contemporaryand charismatic classic.
Its vibrant red colorand intense aroma
Are the base for someof the most famous cocktails
around the world. Campari is a worldwide icon
of passionate Italian styleand excellence.
RED PASSION
* Source: GfK Total Single Source Panel data - Italian market release 2014.2, processed by DCM S.p.A.
INTERNATIONAL SPIRITS BRANDSGruppo Campari international renowed brands include
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2014 FIGURES
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2014 FIGURES
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Strengthened global reach
A WELL-BALANCED COCKTAIL FOR FUTURE GROWTH
Ranking based onImpact’s top 10Premium SpiritsBrands Worldwideby Company,February 2015
*
Increased business scale
Strongly positioned for future growth
Strong track record in acquisitions
Empowered brand portfolio
Sales in over190 countries
90% of sales achieved in own route-to-market
Increased in-market companiesfrom 5 to 19in the last 10 years
6th largest player worldwide in the premium spirits industry *
1.5 billionrevenues in FY 2014 (doubled business scale in the last10 years)
Growth Strategy leveragingon the expansionof the international footprint of own enriched brand portfolio andon external growth through acquisitions
Half of the revenue growth achievedvia acquisitions
24 acquisitionsand 6 disposals completed
External growth strategy consistently executed over time
Portfolio of 50+ premium brands, covering the most attracting categories
Strong focuson 5 top spirits brands
Strong upsidefrom high-potential brands
Marketingis our engineof growth
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SUSTAINABLE CAMPARI
Camparistas are the first ambassadors of our Group
around the worldand one of the most important assets in assuring the success of
our business.Nurturing each unique talent
is crucial to embracethe challenges
and opportunities presented by the market.
Consumer safetyand worker well-being
are key factorsfor Gruppo Campari’s business:
this is why Health and Safetyin the workplaceand protection
of the Environmentare the milestones uponwhich our Group bases
its production activities.
Gruppo Campari’s focusis on providing the best
products possibleto our customers
and consumers, and aimsto reach this objective
by always choosing superior, top-tier business partners.
Establishing fair,transparent and loyal relationships enables
our Group to offer productsof the highest quality
while constantly deliveringa competitive advantage.
Gruppo Campariactively promotes a culture
of responsible drinking,having the deep conviction
that its brands are a wayto enjoy pleasurable
moments, celebrationsand sociable occasions.
Our Group strongly condemns excessive, inappropriateor illegal consumption
of alcohol.
In the last few years,Gruppo Campari has grown significantly both in termsof geographical expansion
and number of people employed, and it is now
directly present in several countries with different social
landscapes. For this reason,our group is committed
to promoting excellence, entrepreneurship and equal
opportunities.
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MISSION AND VALUESGruppo Campari aims to remain a highly profitable and sustainable top player in the global spirits industryby combining its passion for brand building with entrepreneurial drive and functional excellence.
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GROUP COMMUNICATIONHomecamparigroup.com
Contacts, media kits and HD imagescamparigroup.com/en/media
Corporate videoyoutube.com/campariofficial
Twitter@GruppoCampari
P L E A S E E N J O Y O U R B R A N D S R E S P O N S I B I L Y