Royal Unibrew International: the Transformation Camp 2025 in Palermo, by TravelDesk

High-impact venues, meticulous organization, and a carefully structured agenda were the key elements behind the success of the event. From Sicily, the Danish multinational launched its challenge: “Drive Focused Growth.”

Three days of meetings, networking, and team building, with a perfect balance between all components—this, in short, was the Royal Unibrew International event, held in Palermo from May 20 to 23.

The Danish beverage multinational, known in Italy above all for iconic brands such as Ceres, Lemonsoda, and Oransoda, chose Sicily as the destination for its annual Transformation Camp. The aim of the event is to bring together commercial and marketing managers from all over the world to take stock of products and markets.

The title of the 2025 edition perfectly reflects the determination that characterizes Royal Unibrew International’s approach: “Drive Focused Growth.”

Selected for some distinctive elements that are deeply rooted in the company’s DNA—such as lemon, a key ingredient in several of its products—Sicily welcomed more than 40 protagonists of the 2025 Camp.

Following a welcome dinner, guests attended the first day of meetings at Stand Florio, a historic Palermo venue. Commissioned by Vincenzo Florio Jr. and designed by architect Basile, it features spacious and exclusive interiors.

A true immersion in Sicilian culture also defined the gala dinner, held in the stunning setting of Villa Boscogrande, chosen by Luchino Visconti for several scenes of The Leopard. The evening was enhanced by the refined notes of a string quartet and the voices of opera singers performing some of the most famous arias of Italian opera, offering guests an unforgettable experience.

The second day of the event featured further meetings and a team-building activity in the city center. Divided into teams and equipped with iPads, guests explored some of Palermo’s most distinctive corners, admiring scenic views, discovering curious anecdotes, and competing in creative challenges. The team-building activity was designed to be both entertaining and effective in strengthening bonds among people who live and work all over the world.

A final must-stop took place at one of the city-center bars, for a special moment dedicated to the timeless Ceres beer.

“TC25 was an extraordinary success, and much of the credit goes to the excellent collaboration with TravelDesk. The agency took care of every detail with impeccable precision. Our international colleagues described the event as a truly memorable Italian experience, where everything felt simply perfect,” commented Royal Unibrew.

We are proud to have supported Royal Unibrew International in organizing this event. We selected locations that proved to be a winning choice for the success of the project. The days followed a precise and punctual agenda, and guests were supported at every stage. The success of this Camp represents a truly important milestone for our agency,” commented TravelDesk.