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MANAGING DIRECTOR – ASIA PACIFIC
CAMPARI AUSTRALIA WILL
LEVERAGE ITS INTERNATIONAL
PORTFOLIO TO TAKE ADVANTAGE
OF THE GLOBAL RESURGENCE OF
CLASSIC COCKTAILS IN 2016.
WHAT WERE SOME OF THE
HIGHLIGHTS FOR CAMPARI
Despite some very challenging market
conditions, we were pleased to see a number
of our major brands achieve share growth in
2015. What was particularly encouraging was
that value growth was ahead of volume growth,
which can be directly attributed to the hard
work our team has undertaken in executing
our brand prioritisation and premiumisation
strategy. In particular, we saw exponential
growth in our Aperitivo brands, such as Aperol
and Campari, in addition to SKYY Vodka and
Glen Grant, and solid share growth for Wild
Turkey. These results were achieved in an overall
Another focus for our team in 2015 was the
ongoing development of trade relationships.
Over the past year, our team worked very
closely with a number of customers in
developing joint business plans, which laid the
foundation for future activity and resulted in
many successful sales and marketing initiatives.
Working collaboratively with our customers
to co-develop plans will continue to be a key
priority for our team in 2016.
From an internal perspective, our team
showed remarkable resilience and focus against
a very tough personal backdrop. This year, we
look forward to welcoming our new managing
director – Australia, New Zealand and Pacific
Islands, David Halliday, to the business.
WHAT IS THE IMMEDIATE
FOCUS FOR CAMPARI
In 2016, we will focus on a few key areas.
We will continue to develop our category
management capability to bring to life our
category growth drivers and continue to work
closely with our customers to deliver both
effective and efficient initiatives to drive long-
We will continue to leverage the authenticity,
heritage and credentials of our brands and
create enjoyable drinking experiences for
WHAT ARE SOME
Although we expect the market to continue to
be challenging, one of the key challenges for our
team is brand prioritisation. We are fortunate
in that our company is well positioned with our
premium portfolio, which includes both authentic
and unique brands such as Aperol and Campari,
however we need to ensure we continue to focus
on brands that deliver opportunities and long-
term growth for our customers and enjoyable
experiences for our consumers.
IN WHICH AREAS DID YOU
SEE THE MOST AMOUNT OF
GROWTH LAST YEAR?
Some of the key areas we saw growth last
year were Aperitivo brands, Aperol and
Campari, where brand growth was driven
by on-premise partnerships with a focus on
signature drinks such as the Aperol Spritz,
classic cocktails such as the Negroni, and the
growing interest and popularity of the on-trend
SKYY Vodka, which was driven by a growth
in brand equity coupled with an off-premise
focus. We also saw solid share growth across
the full Wild Turkey RTD range, particularly
Wild Turkey Rare, as it is well positioned in
the premium, higher quality bourbon premix
category that consumers are seeking.
There was also a growing consumer interest
in single malt whiskies. which was a key driver
for Glen Grant, which achieved positive brand
growth in both on- and off-premise.
WHAT IS YOUR KEY
MESSAGE TO RETAILERS?
Retailers need to capitalise on new occasions
that are emerging in the on-premise, such as the
Aperitivo occasion, and in the renewed interest
among consumers for classic cocktails, to ensure
they have both the product availability and
knowledge to share with consumers.
The premix segment is still a big
opportunity and collectively we need to
develop strategies for growth and long term
viability for this segment.
WHAT DO YOU SEE AS
COMING TRENDS FOR 2016?
The global resurgence of classic cocktails will
continue in 2016. To ensure our customers are
well positioned to take advantage of this trend,
over the next 12 months we will leverage our
international portfolio and expand our product
offering in Australia to meet this growing
In addition, we believe the Aperitivo occasion,
a wonderful lifestyle and social occasion (early
evening-based occasion with lower-alcohol
products and more immersive experiences)
brought to life with iconic brands such as
Aperol, Campari and Cinzano, will continue to
grow and attract consumers to the on-premise.
Finally, we believe the premiumisation of
dark spirits, particularly in the bourbon and
rum categories, will have continued interest and
demand among consumers.
WHAT ROLE DOES
INNOVATION PLAY IN YOUR
We continually review our portfolio and
invest in innovation to ensure we stay ahead
of emerging trends and are equipped to meet
A recent example was the launch of FUSED
BY SKYY in late 2015, a range of three vodka
premixes with no artificial colours or flavours.
Available in three variants – Cucumber &
Mint, Soda & Squeezed Lime and Homestyle
Lemonade & Splash of Bitters – the new
FUSED BY SKYY premixes were developed
following consumer demand for less sweet,
more natural and refreshing vodka RTDs.
Another example is American Honey Sting,
the latest addition to the American Honey
range. Launched in October 2015, American
Honey Sting meets consumer demand for more
flavour experiences in the whisky category.
American Honey Sting saw strong uptake at
launch and continues to experience strong
interest from the trade and consumers.
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