Spirits: Discoglass acquired by Berlin Packaging

« Cognac, c'est le très haut de gamme dans le marché de la bouteille. C'est une référence qui va nous permettre de nous développer sur le marché premium des spiritueux. »

Posted Oct 3, 2022, 8:57 AM

And eight. With the takeover of Discoglass, Berlin Packaging France, a subsidiary of this American group whose premises are located in Nice, has signed its eighth takeover in the space of three years. This is highly strategic: it allows it to set foot in the “Spirits Valley”, this valley of cognac and other top-of-the-range spirits which extends in Charente and is experiencing strong development.

“It’s a potential market of 500 million euros”, calculates Paolo Recrosio, the boss of Berlin Packaging Europe, 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 boss for France. Discoglass generates approximately 10 million euros in turnover and employs a dozen people. The amount of this 100% acquisition is not disclosed.

“Hybrid model”

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. 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.

Worldwide, this distributor of packaging for industry generates 3 billion dollars 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.

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