The Segafredo brand, which is available in cafés and stores around the world, including the United States, could soon change ownership. The Massimo Zanetti Beverage Group, which controls Segafredo and more than 40 other brands, has received various buyout offers. Since 2024, the Italian fund QuattroR has maintained a 65% interest in the company, having invested to restart it following years of debt; founder Massimo Zanetti still owns 35%. The relaunch was successful: in 2025, revenues totaled €1.3 billion, with 90% coming from outside Italy. The sale could be valued at up to €1.2 billion. Among the bidders is Westrock Coffee, an American company based in Arkansas that supplies restaurants and convenience stores in the United States. The Czech company Kofola, known as the "Coca-Cola of the East", is also interested in entering the coffee business. Three investment funds also expressed interest: the British BC Partners and the Americans One Rock Capital and Advent.