The takeover of this distributor located near Cognac allows the multinational to target the premium spirits market.
With the takeover of Discoglass, Berlin Packaging France, a subsidiary of the American group whose premises are located in Nice, has signed its eighth takeover in the space of three years. The transaction is highly strategic: it allows the company to set foot in the “Spirits Valley”, this region of cognac and other top-of-the-range spirits which extends in Charente and is experiencing strong growth.
“It’s a potential market of EUR500m”, calculates Paolo Recrosio, Berlin Packaging Europe’s manager, located in Milan. “Cognac is the very top of the range in the bottle market. It is a reference that will allow us to develop in the premium spirits market,” adds Eric Citone, the representative for France. Discoglass generates approximately EUR10m in turnover and employs a dozen people. The financial terms of this 100% acquisition is not disclosed.
Berlin Packaging is growing at high speed. Eight takeovers in France in three years and, in total, no less than twenty-six in Europe since 2016, including ten in 2022. Around 80% of its turnover is based on its own products, the rest being pure trading. “We are on a hybrid model halfway between producers and distributors. We can provide a personalized service but with the power of a multinational”, claims Paolo Recrosio.
At the global level, this distributor of packaging for industry generates USD3bn in turnover, of which more than 30% on the Old Continent. In Europe, glass represents 70% of its activity, the remainder being made up of metal or plastic packaging. The French subsidiary has recently entered the consumer market with the acquisition of the Le Parfait brand of jars. “In ten years, we have multiplied by fifty our turnover, which was three million euros in 2011,” says Eric Citone.
The hundred or so employees of Berlin Packaging France now work in brand new premises located on the Promenade des Anglais in Nice. Already well established in food, now in spirits, the group now has its sights set on other high-potential sectors, such as perfumes and beauty products.