Beretta: Revitalizing Its Position in the Defense Market

The sun beats down over the vast grounds of German ammunition manufacturer RWS, situated on the outskirts of Nuremberg. A group of employees, wearing safety glasses and ear protection, has been testing explosives since early morning. One of them, Stefan Rumpler — a former junior competitive shooter now devoted to ammunition production — jokes about the metallic debris left by the blasts: “We call this our ashtray production.” This environment, which feels lifted from an action film, is the new beating heart of RWS, now folded into the family of Beretta Holding — one of the oldest companies in the arms business, and one that has written an entirely new chapter in its history with the recent acquisition of RWS.

The purchase of RWS, part of the broader Ammotec acquisition, is not only the largest move Beretta has ever made — it has delivered formidable firepower in the fiercely competitive ammunition market. With annual production exceeding 3 billion components, from bullets to primers, Beretta is on course to surpass rivals such as Sig Sauer and Smith & Wesson, while settling an old score: the storied contract it once lost to the U.S. Army.

Beretta Positions Itself Strategically Ahead of Europe’s Defense Spending Surge

Beretta has astutely identified the surging demand in the military sector, particularly as tensions across Europe have intensified. With European defense spending reaching a record $350 billion in 2024, Beretta has deepened its relationships with a growing number of armed forces and law enforcement agencies. “The three pillars of our business are hunters, soldiers, and police officers,” says CEO Pietro Gussalli Beretta, who has navigated his family’s complex legacy in the sector with considerable skill, steering the family enterprise to new heights.

Beretta’s centuries-long legacy is reflected in the decisive evolution of its business model — one that has shifted from a heavy dependence on the civilian market, once responsible for 86% of revenues, to a defense division that now accounts for 34% of earnings. Amid rising ammunition sales and the modernization of its production processes, Beretta is positioning itself with quiet confidence for an uncertain future. “It’s not just Europe — every government is increasing its investment in defense,” Pietro notes, underscoring that these strategic moves are not about short-term gains, but about building sustainable prosperity for the generations to come.

Beretta’s story has been built across nearly 500 years of tradition and mastery in the art of arms manufacturing. With its sights set firmly on the future — including the imminent integration of innovative production technologies — the Beretta family stands ready for the next great chapter of its history. Pietro is characteristically measured about what the next five centuries might hold: “I prefer to think about the next five years.” In doing so, the company reaffirms its standing as an indispensable actor in today’s geopolitical landscape.