Crealis unifies global operations in strategic overhaul
Leading closure company Crealis has announced a sweeping reorganisation as it seeks to adapt to changing global market conditions.
The business which specialises in caps and closure solutions for wines, spirits and beverages, says it is reshaping its industrial and commercial structure to boost competitiveness and enhance efficiency.
The company described the move as a “new chapter” in its industrial history, following several years of integration across its operations.
Unified brand strategy
At the heart of the overhaul is a decision to bring together eight previously separate entities under a single brand identity.
Chief executive Enrico Bracesco said the move would streamline the group’s offering, as well as improving clarity for customers.
“By unifying our brands, we make our offer clearer, more cohesive and more efficient for our customers worldwide,” he said.
The restructuring also includes a unified commercial organisation, led by Jean-Pascal Rey, who joined the company as chief commercial officer in 2025. The aim is to provide clients with a single point of contact across all markets.
Industrial reorganisation
The group is also consolidating its manufacturing operations into two main business units.
One will focus on capsules, foils and wirehoods for still and sparkling wines, while the other will concentrate on closure systems for spirits, oils and vinegars.
The company hopes that the structure will allow it to respond more effectively to global demand while maintaining consistency across its product range.
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Continued investment
Despite wider economic headwinds, Bracesco said the company continues to invest heavily – investing between 6% and 8% of its annual revenue to innovation and industrial development.
This includes work on new materials, sustainability improvements and upgrades to production processes.
The firm is also increasing investment in its workforce, with a focus on training and recruitment.
Bracesco added: “Our priority is to stay ahead. This requires constant investment in innovation, our industrial tools and our teams.”
Market shifts
The reorganisation comes as the wine and spirits sector undergoes significant change, driven by shifting consumer preferences and cost pressures.
Crealis has identified spirits and sparkling wines as key growth areas.
The company says premiumisation in the spirits market has increased the importance of packaging design, while demand for sparkling wines continues to expand globally.
At the same time, it plans to maintain its presence across traditional segments including still wines, beer, water, oils and vinegars.
The group employs around 1,300 people across 13 production sites worldwide and operates in more than 70 countries, producing around five billion closure solutions each year.
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