Disaronno Group Completes Acquisition of Amaro Averna and Zedda Piras From Campari Group

Why It Matters

The transaction expands Disaronno’s global spirits footprint while illustrating Campari’s strategic portfolio simplification, reshaping competitive dynamics in the premium liqueur segment.

Key Takeaways

• Disaronno finalizes €100 m purchase of Amaro Averna and Zedda Piras.
• Averna generates 70% of sales outside Italy, boosting US, German markets.
• Acquisition adds iconic amaro to Disaronno’s global spirits portfolio.
• Zedda Piras will be consolidated for growth in Italian market.
• Deal follows Campari’s recent divestitures, including Cinzano vermouth sale.

Pulse Analysis

Disaronno Group’s recent rebranding signals a broader ambition to become a truly global player in the premium spirits arena. By absorbing Amaro Averna—an amaro with a heritage dating back to 1868—and the Sardinian liqueur Zedda Piras, the company not only diversifies its product slate but also secures a foothold in markets where it previously had limited exposure. The €100 million price tag reflects both the iconic status of Averna and the strategic value of its strong export performance, especially in the United States, Germany and Austria, where the brand accounts for the majority of its revenue.

Averna’s robust international demand complements Disaronno’s existing portfolio, which already includes the globally recognized Disaronno amaretto. Integrating Averna’s distinct bitter‑sweet profile offers cross‑selling opportunities across bar programs and retail channels, potentially driving higher average basket sizes. Meanwhile, Zedda Piras, though primarily sold in Italy, provides a niche growth platform in the domestic market, allowing Disaronno to deepen its Italian roots while leveraging its distribution network to introduce the brand to new regions.

The acquisition also underscores a wider consolidation trend in the spirits industry. Campari’s recent divestitures, such as the sale of Cinzano vermouth, indicate a strategic shift toward core brands and higher‑margin categories. For Disaronno, the move positions it to compete more aggressively with other conglomerates expanding through targeted M&A. As consumer preferences continue to favor authentic, heritage‑rich products, the combined portfolio equips Disaronno to capture premium growth and navigate an increasingly competitive global market.

Deal Summary

Disaronno Group has completed its acquisition of Amaro Averna and Zedda Piras from Campari Group, closing the €100 million (US$117.2 million) deal on 28 May 2026. The transaction transfers ownership to the newly formed Italian company Meridia, adding the iconic amaro to Disaronno's portfolio.