Giuseppe Gallo, a bartender in London, embarked on a journey to explore beyond the traditional Aperol and Campari. Inspired by a family recipe, he launched Italicus in 2016, focusing on bringing back forgotten aperitivos. This innovative approach led to the success of his modern aperitivo empire, with annual revenues reaching $15 million in just eight years.
Gallo’s goal was not to replicate existing products but to innovate in the aperitivo market. He aimed to introduce new flavor profiles and quality products that resonate with modern consumers while honoring the legacy of Italian drinking culture. Italicus, with its nod to Italian heritage, quickly became a sought-after ingredient for spritzes and cocktails.
Gallo adopted a „citadel approach“ to his business strategy, focusing on key cities like New York, London, and Milan before expanding to other markets. Despite the challenges of introducing unfamiliar liqueurs at higher price points, Italicus managed to establish a strong presence in 40 countries. Gallo’s net margins of 40% outperformed most food and beverage brands, showcasing the profitability of his venture.
In 2020, Gallo partnered with Pernod Ricard, a leading spirits company, to accelerate the global expansion of Italicus. This strategic move provided Italicus with the distribution support needed to reach new markets. Despite the inevitable challenges of collaboration, Gallo found the partnership beneficial, especially as Italicus continued to show double-digit growth in key markets like the U.S.
Gallo’s vision extends beyond Italicus, with plans to introduce more carefully crafted liqueurs under ItalSpirits. The launch of Savoia Americano in 2021 marked a new chapter in Gallo’s portfolio, catering to the rising demand for red-style aperitivo like Campari in the U.S. With expansion plans in Asia, South America, and Canada, Gallo remains committed to relevance and innovation in the aperitivo industry.
By critically analyzing Giuseppe Gallo’s journey from a London bartender to the founder of a successful modern aperitivo empire, we can appreciate his boldness in reimagining traditional liqueurs and his strategic approach to market expansion. As Gallo continues to push the boundaries of the aperitivo category, his commitment to quality, innovation, and authenticity sets a precedent for aspiring entrepreneurs in the spirits industry.
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