Beretta: 500 Years of Italian Exceptionalism

Welcome to Episode 21 of the Preferred Shares Podcast.This episode of the Preferred Shares podcast delves into the rich history of Beretta, a company that has been a significant player in the firearms industry for over 500 years. The hosts explore Beretta’s origins in Italy, its evolution through various historical conflicts, and its adaptation to changing markets. We discuss the company’s commitment to quality, innovation, and the dynamics of being a family-run business. Beretta’s resilience makes it one of the most fascinating case studies in all of business history.In This Episode[01:10] The Legacy of Beretta: A 500-Year Journey[03:30] The Rise of Gun Manufacturing in Italy[09:46] The Evolution of the Arms Industry[11:31] Beretta's Role in Historical Conflicts[17:45] The Impact of War and Plague on Beretta[22:07] Beretta's Growth and Adaptation in the 1700s[25:30] Modernization and Expansion in the 19th Century[29:49] Beretta in the 20th Century: War and Innovation[34:05] Beretta's Rise in the U.S. Market[38:44] The Shift in Revenue Sources[42:25] Quality Control and Artistry in Firearms[48:41] The Future of Beretta: Challenges and Innovations[56:07] Family Business Dynamics and LongevityPhotos, Ads and ChartsBelow is an advertisement for Beretta in the January 1893 issue of Folchetto. It translates as: “Hunters! If you want excellent weapons at very favorable prices, contact the Award-Winning Factory of PIETRO BERETTA in Gardone Valle Trompia…”SourcesBooks* Morin, Marco. Beretta: The World’s Oldest Industrial Dynasty. Acquafresca Editrice, 1980.* O’Hara, William T. Centuries of Success: Lessons from the World's Most Enduring Family Businesses. Avon, Mass.: Adams Media, 2004.* Wilson, R.L. World of Beretta: An International Legend. Chartwell Books, 2006.TGS Outdoors VideosA big shout out to Johnny Carter of TGS Outdoors for the fantastic videos of his tours of the Beretta factories.* “The Beretta Factory Tour”, TGS Outdoors, Dec. 4, 2022.* “Inside the Beretta Custom Shop - Beretta Due Factory Tour”, TGS Outdoors, Dec. 26. 2022.* “I was wrong about Beretta…”, TGS Outdoors, Aug. 31, 2023.* “Building my New Gun at the Beretta Custom Shop”, TGS Outdoors, Nov. 3, 2024.Other Videos* “Interviewing Franco Beretta: The President of Fabbrica d’Armi Beretta”, TFB TV, Jan. 1, 2023.Articles* Friedman, Alan. “Italian Engineering 2: Borrowing climate improves”, Financial Times, July 29, 1985.* Suro, Roberto. “In Italy, Business Is a Family Affair”, International Herald Tribune, June 8, 1987.* Muson, Howard. “How To Build a Dynasty”, Family Business, May 20, 1993.* Klebnikov, Paul and Morais, Richard. “Italy’s second Risorgimento”, Forbes, April 22, 1996.* “Italian designed, American made, Iraq deployed”, American Machinist, December 12, 2005.* Martin, Guy. “The House of Beretta”, Garden & Gun, December/January 2014.* “In the Field with Beretta”, International Institute for Management Development, 2020.* Lichtman, Sam. “Last Line of Defense: A History of the Beretta M9”, Marine Corps Association, March 15, 2023.* Bernet, Luzi. “The oldest company in the world: How does a company survive 500 years?”, NZZ, May 3, 2024.* Tognini, Giacomo. “How This 16th Century Gunmaker Keeps Reinventing Itself”, Forbes, March 25, 2025.Additional Reading & ListeningCurious to see what else we’ve been working on? Check out some of the interesting things we’ve done recently:* Douglas Ott (Andvari Associates and @yesandnotyes)* 📖 TransDigm: The Early Years* Lawrence Hamtil (Fortune Financial and @lhamtil)* 🎙️ The Future of Defense — The History, Advances, And Outlook* Devin LaSarre (Invariant and @DevinLaSarre)* 📖 Foiled: A thesis on a company facing a confluence of headwindsEnjoy this episode? Share it with someone who loves business history as much as you do!You can also follow Preferred Shares, Devin, Doug, and Lawrence on Twitter.DisclaimerAll opinions expressed by Preferred Shares hosts and guests are solely their own opinions and do not reflect the opinions of their respective employers. This podcast is for informational and entertainment purposes only and should not be relied upon as a basis for investment decisions. None of the information contained in the podcast or this web site constitutes a recommendation that any particular security, portfolio of securities, transaction, or investment strategy is suitable for any specific person.Clients of Andvari and Fortune Financial may maintain positions in the securities discussed in this podcast. Furthermore, from time to time, the Hosts may hold positions or other interests in securities mentioned in the Podcast and may trade for their own accounts based on the information presented. The Hosts may also take positions inconsistent with the views expressed in its messages on the Podcast. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.preferredsharespodcast.com