Lunelli acquires the Tassoni cedrata, the professionals in the field – Legal Community
The Lunelli group acquires Cedral Tassoni, a historic Italian company producing citrus-based soft drinks and known worldwide for its iconic Tassoni cedrata.
The Lunelli group, which is part of the Lunelli family and operates in the beverage sector under the Ferrari Trento, Bisol 1542, Surgiva, Segnana, and Tenute Lunelli brands, was selected following a competitive process, also considering its values of respect for tradition, pursuit of quality, and care for the area. Born from a spice shop that was recognized as a pharmacy in 1793, Tassoni maintained its headquarters in Salò, on Lake Garda, for over two centuries. The Tassoni cedrata is produced entirely within the company, with the “Diamante” cedars coming from Calabria. The mission of the Lunelli group, with this new acquisition, is the creation of a hub of drinking excellence, an ambassador for the world of the Italian way of life. “We will aim to further strengthen the brand, positioning it as the quintessential Italian Luxury Soft Drink,” said Matteo Lunelli, group CEO. “We plan to increase our presence on international markets and develop the range that already complements the soft drinks created with sustainable and high-quality raw materials,” concludes Lunelli.
The transaction was managed, for the acquiring party, by the Lunelli Holding team, coordinated by Matteo Lunelli and CFO Claudio Dimarco, with legal advice from Avvocatidiimpresa, Alberto Calvi di Coenzo, and Rosanna Frischetto, and with negotiation support from Cassiopea Partners.
Lunelli Group acquires Cedral Tassoni, the brand will be the Italian luxury soft drink – Il Sole 24 Ore
The Lunelli Group (pictured is Matteo Lunelli) acquires Cedral Tassoni, a leader in Italy-as a statement informs-in the production of citrus-based soft drinks and known worldwide for its iconic Tassoni cedrata. Born from a spice shop that was recognized as a pharmacy in 1793, Tassoni maintained its headquarters in Salo, on Lake Garda, for over two centuries. The famous cedrata, with its distinctive “citrus peel” bottle, was launched in 1956 and has become part of the collective imagination thanks also to the unforgettable collaboration with Mina. From the still secret recipe that makes it unique, Tassoni cedrata is produced entirely within the company with superior raw materials, using “Diamante” cedars from Calabria and maintains an undisputed leadership in the Italian market.
The Lunelli Group, which is part of the Lunelli family and operates in the high-end beverage sector under the Ferrari Trento (official Formula One toast), Bisol1542, Surgiva, Segnana, and Tenute Lunelli brands, was selected following a competitive process, also taking into account its values of respect for tradition, pursuit of quality, and care for the local area.
The Lunem Group’s mission is to create a hub for the Uenza del Berece region, an ambassador for the Italian way of life, and this new acquisition only serves to halt the desire to enhance our country’s productive heritage. Tassoni will be included in the Group as an autonomous production entity, preserving its tradition and strong roots in the area but with great ambitions for growth, thanks to the synergies that will be created.
“We are proud that Tassoni is joining the Lunelli Group because it is an iconic brand, a symbol of the best Italian tradition that remains in this way the heritage of our country,” says Matteo Lunelli, CEO of the family group. “We will aim to further strengthen the brand, positioning it as the quintessential Italian Luxury Soft Drink. We plan to increase our presence on international markets and develop the range that already complements the bibìte cedrata created with sustainable and top-quality raw materials.”
The transaction was managed, for the acquiring party, by the Lunelli Holding team, coordinated by Matteo Lunelli and CFO Claudio Dimarco, with legal advice from Alberto Calvi di Coenzo of Studio Avvocatidiempre.sa and with negotiation support from Cassiopea Partners.
The Lunelli Group buys Tassoni – La Repubblica
“Cedrata Tassoni is part of our collective imagination. Behind this brand lies a wealth of know-how and expertise on which we want to build our ambitious development plan for a hub of Italian drinking excellence.” Matteo Lunelli, CEO of Cantine Ferrari, enthusiastically told Repubblica about the new step along the long march of bringing together Made in Italy brands. With cousins Camilla, Marcello and Alessandro, the Trentina company has put together Ferrari Trento, Bisol1542, Surgiva, Segnana and Tenute Lunelli, a portfolio of brands ranging from Trento Doc Metodo Classico to Prosecco, from mineral waters to grappa, passing through the still wine that in Umbria, in that of Montefalco, it has sanctioned with Carapace, The cellar-sculpture created by Arnaldo Pomodoro, the marriage to Sagrantino Ora, the acquisition of Cedral Tassoni, one of the drivers of citrus-based soft drinks, extends into a segment with great growth potential, thanks to new consumption trends.
Health, well-being, mindfulness (awareness): these are the guidelines along which the interests of the new generations move, but to some extent also of the previous ones. Grandparents and parents are also discovering healthy and wise habits. This without giving up wine and spirits. There is in fact a time for each drink. Wine accompanies meals; it’s a very Italian tradition that, with the pandemic, has also spread to Anglo-Saxon countries. Wine, and bubbles in particular, are perfect for aperitifs. Grappa for after-meal and moments of meditation. Water, always. Now, there’s the big return to the Cedrata. “Perfectly in line with our strategy,” explains Matteo Lunelli with great enthusiasm.
Cedrata Tassoni, our grandmothers marked their afternoons. Our pure parents, and the most agée children shared the rite. You don’t always feel like drinking alcohol-based products. And that of non-alcoholic beverages, it’s a market segment that pulls. The presence of a brand like Baladin, famous for its craft beers and attention to younger trends, is proof that this segment has been neglected for too long. Luxury soft drink, this segment has been renamed with high growth potential.
Born from a spice shop, recognized as a pharmacy in 1793, Tassoni maintained its headquarters in Salò, on Lake Garda, for over two centuries. The famous cedrata, with its distinctive “citrus peel” bottle, was launched in 1956 and has become part of the collective imagination thanks also to the unforgettable collaboration with Mina. From the still secret recipe that makes it unique, Tassoni cedrata is produced entirely within the company with superior raw materials, using “Diamante” cedars from Calabria and maintains an undisputed leadership in the Italian market.
The Lunelli Group was selected for sale, following a competitive process, also in light of its values of respect for tradition, pursuit of quality, and care for the territory. “We are proud that Tassoni is joining the Lunelli Group because it is an iconic brand, a symbol of the best Italian tradition that remains our country’s heritage in this way,” says Matteo Lunelli: “We will aim to further strengthen the brand, positioning it as the quintessential Italian Luxury Soft Drink. We plan to increase our presence on international markets and develop the range that already complements the soft drinks created with sustainable and high-quality raw materials.”
The transaction was managed for the acquiring pa1te by the Lunelli Holding team, coordinated by Matteo Lunelli and Financial Director Claudio Dimarco, with legal advice from Alberto Calvi di Coenzo of Studio Avvocatidiemresa and with negotiation support from Cassiopea Partners.