Home' National Liquor News : NLN FEB 2017 Contents NATIONAL LIQUOR NEWS FEBRUARY 2017 | 63
DAVID HALLIDAY, MANAGING DIRECTOR
CAMPARI AUSTRALIA, NEW ZEALAND & PACIFIC ISLANDS
WHAT CHALLENGES HAVE YOU
FACED SINCE JOINING CAMPARI?
Overall, the business is in great shape. Our
leadership team has done a tremendous job
maintaining both focus and momentum
during a fairly lengthy period without a
Although I’m not a fan of making change
for the sake of it, over the last year we have
challenged and clearly defined our investment
focus to ensure it is aligned to our long-term
strategic plans. In line with this, we have
restructured the commercial team to provide
better support to both our field sales team and
our customers, we have established a national
leadership role to ensure we achieve our on-
premise ambitions and we have reallocated
resources to place greater focus on major
WHAT WERE THE HIGHLIGHTS
FOR CAMPARI IN 2016?
Despite some challenging market conditions,
our team achieved some tremendous highlights
We were recognised by our key customers
across Australia in the 2016 Advantage Survey
for the progress we have made in business
capability along with support and planning.
We have been very pleased with the
performance of our portfolio, particularly Wild
Turkey and our aperitivo brands, led by Aperol.
We were thrilled to announce Matthew
McConaughey as the Creative Director of Wild
Turkey and we entered the spiced rum category
with the successful launch of Baron Samedi.
We announced Aperol’s sponsorship of the
Australian Open tennis which will include
targeted on-premise activations throughout
From an internal perspective, we continued
to build on and rollout our people capability
programs. It has been wonderful to see so many
of our team members develop professionally
and several have been promoted into new roles
through internal moves.
Finally, we have commenced our journey to
grow our on-premise presence and capability and
we are very pleased with our early results and the
strong partnerships we have formed to date.
HOW WILL CAMPARI ADDRESS
Most spirit categories have benefitted from
the premiumisation trend over the past few
years and Campari’s portfolio, with premium
and super-premium brands is well placed to
continue to leverage on this.
Our portfolio is also particularly well suited
to in home entertaining. We know Australian
consumers enjoy experimenting with making
drinks and matching food with beverages. To
ensure consumers can enjoy authentic drinking
experiences in their homes, we have recently
relaunched the Cocktail Studio website,
which features a vast array of both classic and
contemporary cocktail recipes which can be
searched by spirit, occasion or flavour.
Finally, around 12 months ago, we launched
Fused by Skyy, a range of three vodka premixes
with no artificial colours or flavours. This range
was developed following consumer demand for
less sweet, more natural and refreshing vodka
RTDs. We will continue to invest in innovation
to ensure we stay ahead of emerging trends and
are equipped to meet consumers’ needs.
WHAT DO YOU SEE AS COMING
TRENDS FOR 2017?
The global resurgence of classic cocktails,
such as the Negroni, will continue in 2017. To
ensure our customers are well positioned to
take advantage of this trend, we will continue
to leverage our international portfolio and
expand our product offering in Australia to
meet this growing consumer demand.
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.
As we have seen over the past few years,
the authenticity and credentials of brands will
continue to be of importance to consumers.
Brands with deep heritage and credible,
interesting stories, such as Appleton Estate,
Glen Grant and Grand Marnier, will continue
to attract consumers.
Finally, we believe the premiumisation of
dark spirits, particularly in the Bourbon and
rum categories, will have continued interest and
demand among consumers.
WHAT ARE THE MAJOR OPPORTU-
NITIES FOR CAMPARI IN 2017?
This year is going to be an exciting one for
Campari and we look forward to the many
opportunities on offer.
We will be releasing a new Wild Turkey
campaign in partnership with Matthew
McConaughey and continuing to establish and
reinforce our credentials within the premium
and super-premium Bourbon, and the fast-
growing aperitif, categories.
We will be working closely with our
customers to develop and deliver plans on time
and in full to achieve ambitious growth targets
and will continue to grow our presence and
maintain our investment focus.
Finally, we will continue to work on our
innovation strategy for the next three to five
years to ensure we are strategically positioned
to capitalise on emerging consumer trends.
WHAT PLANS DO YOU HAVE TO
ENGAGE THE TRADE IN THE YEAR
Over the past 12 months, our team has 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 remain a key priority for
our team in 2017.
We also have very clear and ambitious
plans to accelerate and deliver growth within
a number of spirit categories. To achieve this,
we will continue to develop our category
management capability to bring to life our
category growth drivers and work closely with
our customers to deliver both effective and
efficient initiatives to drive long-term category
Finally, in 2017 we will be delivering a
number of strong above-the-line and below-the-
line marketing initiatives to grow our brands
and assist our customers in achieving their sales
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