Italy’s historic Panettone brands of excellence have seen a jump in sales as the Christmas holiday season approaches. It is a period of wide consumption for the this traditional Milanese cake, with sales forecasts pointing to a half billion euros in Italy alone.
First in the ranks is Galup, the Piedmontese producer that has been taking panettoni out of the oven since 1922 with a handmade frosting embellished with local IGPA hazelnuts. At the beginning of 2012 a group of businessmen relaunched the brand, as well as launched a new television advertising campaign and a bike-sharing initiative in Turin.
Vergani, one of Piedmont’s most important handcrafted Panettone has also been celebrating with the inauguration of its dedicated point of sale in the center of Milan just steps away from crowded Corso Buenos Aires.
Yet another symbol of production excellence in Panettone and other sweets is Tre Marie, a company celebrating the passing of ownership from Sammontana to Galbusera, an Italian leader in baked desserts. Happy holidays!