 The rapid consolidation of the global drinks market, and especially the creation of a small number of dominant players such as Diageo and Allied Domecq, led Campari to make a choice between joining the race for market size or simply defending its core but niche product.The first step towards building a competitive portfolio on the global market came in 1995 with the acquisition of the Italian business of the Dutch Group BolsWessanen.This brought a number of front-ranking names such as Crodino, Cynar, Lemonsoda, Oransoda, Biancosarti and Crodo.