Italy’s Lunelli Group – owner of brands such as Ferrari sparkling wine, Surgiva mineral water, and Segnana grappa range – has acquired Cedral Tassoni, a company known for its Tassoni citron drink and specializing in the production of citrus-based soft drinks. This acquisition is part of a strategy aimed at enhancing the Made in Italy drinking style all over the world.
SPARKLING WINES AND SOFT DRINKS
“The Group’s mission – says an official statement by Lunelli – is to create a hub of drinking excellence, and an ambassador of Italian lifestyle to the world. This recent acquisition only confirms our desire to continue to grow. We will aim to further strengthen the Tassoni brand, positioning it as the quintessential Italian luxury soft drink.”
Tassoni will be included in the Lunelli group as an autonomous beverage brand, “preserving its tradition and strong roots in the territory, but with great ambitions for growth thanks to the synergies that will be soon created.”
A HISTORICAL BEVERAGE COMPANY
Cedral Tassoni’s origins are linked to an ancient apothecary’s shop, which was recognized as a pharmacy in 1793. The leap in terms of business coincided with the passage from the production of syrup to citron. Tassoni Soda became a cult soft drink in Italy in the ’70s, also thanks to TV commercials and Mina carousels. The company has been based in Salò, on Lake Garda, for 228 years and even today the recipe of the iconic citron is secret. We only know that the drink is produced with Italian raw materials, such as Diamante citrons from Calabria.
In February 2020 Tassoni’s CEO, Elio Accardo, said: “We have infinite unexpressed potential, especially on foreign markets. Our goals foresee a doubling of turnover’s share coming from exports.”
