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TREVISO, Italy – Massimo Zanetti Beverage Group (MZBG) is set to close the financial year with its best results to date – a turnover close to €1.3 billion, an EBITDA exceeding €85 million, and a reduced net financial position.
These results have been achieved despite a market environment characterised by volatility in raw materials and geopolitical uncertainty.
The brand has evolved towards responsible contemporaneity
During the year, the Group continued to evolve the Segafredo brand in collaboration with BBH, with the aim of making it more contemporary, connected and responsible.
The strategy is based on a unified approach that includes, among other things, enhancing the brand experience, while maintaining accessibility, global narrative consistency with appropriate local adaptation, updating the aesthetics and tone to overcome perceptions of being outdated, clear competitive differentiation, the relaunch of the bar as a place of origin and social space, authentic Italianness rather than folklore, and a distinctive point of view.
This unified approach includes enhancing the brand experience while maintaining accessibility, ensuring global narrative consistency with appropriate local adaptation, updating aesthetics and tone to overcome outdated perceptions, achieving clear competitive differentiation, relaunching the bar as a place of origin and social space, embracing authentic Italianness rather than folklore, and adopting a distinctive point of view.
To support growth, MZBG has adopted a “glocal” approach that values the specificities of each market — espresso in Italy, filter coffee in Germany, coffee-to-go in Asia — together with a more integrated reorganisation between countries and central functions.
The ‘Take your shot’ positioning enables dialogue with an urban audience aged between 25 and 44, oriented towards action and creativity, who seek authenticity and shared values in their favourite brands.
Segafredo looks ahead: a global brand with authentic roots
‘The future is not about recovering the past, but reinventing it,’ says Pierluigi Tosato, Global CEO of Massimo Zanetti Beverage Group, emphasising the desire to transform strengths into leverage for the brand’s sustainable growth.
The path involves strengthening the global uniformity of the brand, while preserving local adaptability, and a clear and recognisable positioning that does not follow competitors.
The initiatives are aimed at consolidating Segafredo’s role in the bar channel and improving the brand’s perception of relevance among its target audiences.
‘Segafredo wants to stand alongside those who choose to take action,’ concludes Tosato, highlighting the centrality of concrete, everyday energy that translates into confidence in the future.
