Diego Granese

Diego Granese is an Italian entrepreneur, and international tax consultant. He is known for his business ventures and appearances as a guest and commentator on Italian television programs broadcast by Mediaset and RAI.

Career

He began his career in the sports industry. He later co-founded Fitup Europe, a fitness chain that has expanded to over 50 locations across Europe.
Granese founded El Original S.r.l., a beverage company that launched Aviva Wines, the world’s first colored sparkling wine and later Au Vodka, which became one of the top-selling vodkas in Italy and the UK. The company also introduced football club-branded beers, including Juventus Beer, the first official beer of a football club, followed by partnerships with AC Milan and SSC Napoli. The firm’s most recent product, Tequila Tequiero, was launched in collaboration with Italian rapper Cosimo Fini, known professionally as Guè Pequeno.
Granese has appeared on various Italian television programs, including Live – Non è la D’Urso, Pomeriggio 5, BLOB, Restart, Farwest, and Dritto e Rovescio.
He participated as a guest of honour at the Venice Film Festival in 2021, in 2022 and in 2025.
Granese relocated to the United Arab Emirates, where he founded Billionize and received a golden visa in recognition to his contribution to Dubai's business ecosystem. He also theorised the Fiscal Neutral Fraction, a new model that aims to revolutionise international taxation in the digital age. This would allow countries around the world to avoid the loss of taxation resulting from the new digitalised and globalised world, such as the phenomenon of digital nomads or global online commerce.