Campari (A): A cocktail of organic and external growth
When Luca Garavoglia became chairman of the Campari Group at the age of 23 following the death of his father, he immediately adopted a strategy of fast growth through acquisitions. Over the next 24 years, Campari acquired 26 companies, spending over €3 billion and establishing its own distribution network in 20 countries. This two-part case series describes how Campari transformed from a single-brand local Italian company to an important player in the global spirits industry with over 50 premium brands distributed in over 190 countries. CASE A follows Campari on its journey from 1994 to 2018, providing an overview of its history, business strategy, market place, trends and competitive landscape. learning objective: The case describes the successful transformation and survival of Campari as a small player among “giants” in a niche sector of the spirits industry. It can be used for class discussion on different business and social topics, such as: 1)Business strategy (SWOT, Porter’s 5-forces); 2) Globalization (from local to global); 3) Growth through M&As (value creation, synergies); 4) Family-owned businesses (conflict of interest, strategic fit); 5) Marketing strategy (market trends, ethical role of marketeers).
- The case describes the successful transformation and survival of Campari as a small player among “giants” in a niche sector of the spirits industry. It can be used for class discussion on different business and social topics, such as:
- Business strategy (SWOT, Porter’s 5-forces)
- Globalization (from local to global)
- Growth through M&As (value creation, synergies)
- Family-owned businesses (conflict of interest, strategic fit)
- Marketing strategy (market trends, ethical role of marketeers)
Campari Group, Consumer Goods, Food and Beverage
1994 - 2018
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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- Campari (A): A cocktail of organic and external growth
- Campari (B): Buying a blend of family business and orange liqueur
- Campari (A): A cocktail of organic and external growth
- Campari (B): Buying a blend of family business and orange liqueur
Research Information & Knowledge Hub for additional information on IMD publications
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Case reference: IMD-7-2636 ©2025
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in Entrepreneurship Theory and Practice 5 February 2025, ePub before print, https://doi.org/10.1177/10422587251315653
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