Who are Sella & Mosca and Zedda Piras and what are the main strategic implications of this acquisition?
Sella & Mosca was founded in 1899 by two Piedmontese entrepreneurs, one of them – Ingegner Sella – a descendant of the famous statesman Quintino Sella. In 2001 the company sold 6.6 million bottles, of which 5.5 million in Italy and 1.1 million abroad. Based north of Alghero, near Sassari in Sardinia, and with around 500 hectares of vineyards, Sella & Mosca is one of Italy’s leading wineries with a growing presence in the premium still wines segment. Its brands include Torbato, Terre Bianche and Cannonau and, among premium wines, the red wines Marchese di Villamarina DOC and Tanca Farr DOC, and the white wines Monteoro and Vermentino di Gallura DOCG. Zedda Piras, founded in 1854 and based in Alghero, is Sardinia’s leading spirits company, with a growing share of the Italian liqueur market. Zedda Piras produces and distributes local specialties, and particularly the traditional Mirto di Sardegna, market leader in its segment with a higher than 50% market share. Zedda Piras’ sales totalle
