Campari mixes Celonis process intelligence into its global operations cocktail

Campari’s history dates back to the mid-nineteenth century, when its founder Gaspare Campari invented the iconic beverage’s unique flavour - a recipe that hasn’t changed since its inception in 1860. Since then, the company has grown to become an international drinks behemoth, with revenues in 2024 reaching over £2.5 billion.

However, this history brings with it a lot of legacy, as Campari has grown its product portfolio and expanded internationally over the decades. As Laura Buseghin, Campari’s Process Optimization and Automation Director, says: “we are not Google”. Buseghin’s underlying point is that Campari’s processes and people (who are dubbed ‘Camparistas’) aren’t necessarily used to working in data-driven ways.

That, however, is changing. Since 2019, Buseghin and a center of excellence team at the company have been working with process intelligence platform Celonis to gain end-to-end visibility into its customer, vendor and materials lifecycles ...