Lunelli Group buys cult brand Cedral Tassoni

The Ferrari producers expand their commitment outside the wine industry with the cult lemonade.

The cult lemonade Cedrata is one of the best-known soft drinks in Italy
The cult lemonade Cedrata is one of the best-known soft drinks in Italy

The Trentino group Lunelli has bought the traditional company Cedral Tassoni. The company has been producing high-quality non-alcoholic soft drinks in Salò on Lake Garda since 1793. Among them is the 1956 lemonade made with cedar fruit from Calabria, Cedrata, which in Italy is a legend quite like the Vespa. 

To this day, the recipe remains unknown, but Cedrata has burned itself into the collective memory of Italians not only as a perfect thirst quencher, but also because of unforgettable advertising campaigns, for example with the great Italian singer Mina. Cedrata is the market leader in its segment in Italy, and in bars it is also used for variants of Spritz.

In addition to Cantine Ferrari (Trentodoc), the Lunelli family empire already includes the Bisol 1542 winery in Valdobbiadene, Surgiva (mineral water), Segnana (grappa), the Tenute Lunelli wineries and the Locanda Margon restaurant. 

Tassoni will be integrated into the group as a company with independent production. Tradition and strong ties to the territory are to be preserved. Several companies competed for the purchase, but it was awarded to the Lunellis because of shared ideas about quality research, environmental protection and respect for tradition. 

"We are proud that Tassoni is joining the Lunelli Group because it is an iconic brand and a symbol of the best Italian tradition that will remain a heritage of our country through its integration into our Group. We want to further strengthen the brand by positioning it as the Italian Luxury Soft Drink par excellence. We want to increase its presence on international markets and further develop the product range made of sustainable and high-quality base material," commented Matteo Lunelli, Group Managing Director, on the investment. vc
 

 

 

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