In the world of drinks, as is often the case at sea, the right direction is not given by speed, but by the clarity of vision. And this summer, one of the most emblematic names in the history of Italian brands, Cinzano, changes its helm. The Campari Group, in a discreet but significant strategic move, sold the Cinzano and Frattina brands to the Tuscan Trefoloni family, for the sum of 100 million euros.
For those who associate a perfect aperitif with a deck open to the Mediterranean, Cinzano remains a classic – that effervescence that completes a sunset over the Aeolian Islands or an elegant conversation aboard a sailboat anchored in Portofino. But in an era where branding and portfolio selection are becoming arts in themselves, Campari has chosen to redefine its course, focusing on brands such as Aperol, Grand Marnier and Wild Turkey – drinks with consolidated trajectories on the global stage.
Instead, for the new owner – a family with roots in Tuscany, involved in viticulture and hospitality – taking over Cinzano and Frattina is not just a purchase, but a statement of intent. It is a commitment to give these sparkling brands their natural place in an aesthetic of subtle luxury, of tradition reinterpreted with contemporary sensibility.
Far from being a simple transaction, the sale also includes the historic wineries in northern Italy – the same ones where, for generations, the story of the aforementioned brands has been written. Under the new flag, Cinzano could return to the attention of a sophisticated audience: lovers of classical refinement, seekers of authentic moments, followers of the art of living well, on board or on shore.
For the YachtExpert audience, the move has deep echoes. It’s not just about drinking – it’s about an attitude. About knowing how to choose your moments and companions. About that suspended moment when you raise a glass and, for a second, everything seems to be in its place: the sea, the light, the conversation.
Cinzano is now heading to a new destination. And we will follow this journey with interest – out of love for tradition, for wine and for elegance that needs no explanation.
Comentați?