Giuseppe Gallo, a bartender in London, had a lightbulb moment while serving up spritz cocktails with Aperol and Campari – there were so many other liqueurs out there waiting to be explored. Drawing from his family’s traditional recipes, he decided to revive classic aperitivos that had been lost to time. In 2016, he launched rosolio di bergamottoItalicus, a bergamot-based spirit that paid homage to his Italian heritage. His approach was unconventional, as he aimed to innovate and offer unique flavor profiles while still respecting the history and legacy of traditional liqueurs.
Over the past eight years, Giuseppe Gallo has strategically developed his modern aperitivo empire, with his group’s annual revenue now at $15 million, a significant increase from just $1 million five years ago. While Italicus is not yet on the same playing field as industry giants like Aperol and Campari, Gallo is constantly expanding his product line and focusing on quality, organic ingredients to cater to the modern consumer. His commitment to innovation and authenticity has set him apart in the highly competitive industry.
Gallo’s “citadel approach” of fortifying sales in key cities before expanding to new markets has been a crucial element of his strategy. By establishing a strong presence in cities like New York, London, and Milan, he has been able to gradually expand into markets like Sydney, San Francisco, and Barcelona. This methodical approach has allowed him to navigate the challenges of introducing lesser-known liqueurs to consumers and maintain healthy profit margins. Selling Italicus at a premium price point of $30 to $45 per bottle has enabled Gallo to achieve impressive net margins of 40%, a significant feat in the food and beverage industry.
In 2020, Giuseppe Gallo made a strategic move by partnering with Pernod Ricard, a major player in the spirits industry. Pernod Ricard acquired a minority stake in Italicus and took on its distribution in key markets, providing Gallo with the resources to expand globally. While such partnerships often come at a cost, Gallo believes that the collaboration has been beneficial for Italicus, which has seen double-digit growth in most of its global markets, particularly in the U.S. The partnership with Pernod Ricard has opened up new opportunities for Italicus, allowing Gallo to focus on continued expansion and innovation.
Giuseppe Gallo’s vision for the future of his aperitivo empire involves deeper penetration into markets in Asia, South America, and Canada. He remains committed to introducing new, carefully crafted liqueurs under the ItalSpirits umbrella, with a focus on relevance and market maturity. Gallo’s ability to anticipate consumer trends and adapt his product offerings accordingly has been a key driver of his success in the industry. As he continues to push the boundaries of traditional aperitivos and embrace innovation, Giuseppe Gallo is poised to make a lasting impact on the world of spirits and cocktails.