Campari to Optimize Brand Portfolio and Expand Global Presence in Response to Industry Challenges

Written by Emily J. Thompson, Senior Investment Analyst

Source: Reuters

Updated: Nov 06 2025

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Source: Reuters

Strategic Focus: Campari plans to concentrate on fewer brands and expand its geographic presence amid challenges from inflation and changing consumer behavior, as outlined during its first 'Strategy Day'.
Consumer Demand Challenges: The company identified cyclical factors like inflation and geopolitical uncertainty affecting consumer confidence, alongside structural issues such as the rise of GLP-1 diabetes drugs, cannabis consumption, and a trend towards moderation in drinking.
Portfolio Optimization: Campari aims for sharper portfolio choices, acknowledging that while over 30 brands generate significant revenue, many contribute little to profits, leading to a focus on its top brands.
Brand Performance: The flagship Aperol aperitif, which constitutes about 26% of sales, is expected to capture market share from premium beers, alongside other strong performers like Campari and Espolon tequila.

About the author

Emily J. Thompson

Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.