Home' National Liquor News : NLN FEB 2018 Contents 62 | FEBRUARY 2018 NATIONAL LIQUOR NEWS
FRANCO PERONI, MANAGING DIRECTOR
WHAT WERE SOME OF THE
HIGHLIGHTS FOR CAMPARI
Campari enjoyed a number of highlights over
the course of 2017, in particular:
• Aperol’s successful first year of sponsorship
of the Australian Open tennis, following
which both Tennis Australia and Aperol were
delighted to announce a further three-year
• The growth of the aperitivo category
pioneered by Campari with its market leading
brands Aperol and Campari. This category
has seen a number of new entrants, which
highlights the continued popularity of the
aperitivo occasion and Campari is well placed
to continue to expand the category given
our Italian roots, intimate knowledge of the
drinks and rituals that go with the aperitivo
occasion, together with our learnings in other
markets, particularly Europe.
• Campari’s growing presence in the on-
premise channel. We have a number of new,
key partnerships and through targeted, joint
strategies with our customers we are bringing
richer drinking experiences to consumers.
• Our people continue to thrive through tailored
capability building initiatives with the Campari
Australia team being recognised internally
through international promotions and awards.
• Campari continues to be acknowledged by
its customers in the 2017 Advantage Survey
for its dedication to customer support related
initiatives and was further recognised as
2017 supplier of the year at the IBA National
Retail Conference, which was an absolute
highlight for the Campari team.
• While we are doing well in the aperitivo
category, we are also focused on other
category opportunities longer term, with a
focus on authentic brands with rich stories
and experiences such as Baron Samedi and
WHAT CHALLENGES DID YOU HAVE
FACED IN 2017?
Overall Campari enjoyed a positive 2017,
however some of the challenges we experienced
during 2017 was preparing for, and implementing
the NSW Container Deposit Scheme (CDS)
during the month of December, re-positioning
our Wild Turkey RTD products to better meet
consumer needs and rationalising our investment
in digital sales and marketing platforms.
WHAT DO YOU SEE AS MAJOR
OPPORTUNITIES FOR CAMPARI
OVER THE NEXT 12 MONTHS?
During 2018 we anticipate a broadening demand
in the in the apertivo category, with more
consumers wanting to explore Campari and
Campari based cocktails in particular. We also
expect to see an increased appreciation of craft
Bourbon with brands such as Wild Turkey and
Russell’s Reserve being well positioned to meet
this growing consumer demand. Aperol will
continue its strong momentum and Campari will
remain focussed on fostering win-win strategies
with both our on- and off-premise customers.
WHAT DO YOU SEE AS THE BIG
TRENDS FOR 2018?
Drinking less but drinking better is evident as
the spirits category continues to premiumise.
Campari is well placed to offer a portfolio of
brands with genuine heritage and authenticity
to match today’s expression of premium.
In addition, experimentation and evolving
repertoires will underpin the trend of classic
cocktails in the on-premise and we will start
to see how this will translate into the off-
premise. Craft spirits will certainly continue
to get bigger and exploring some new craft
expressions in categories like American whiskey
will be one to watch in 2018.
Digital as a communication channel for
consumers, influencers and retailers will be an
area of interest and Campari will continue to
be innovative in this space.
WHAT KEY FACTORS DO YOU
THINK THE INDUSTRY SHOULD BE
DISCUSSING IN 2018?
In 2018, industry will continue to focus on
ensuring that alcohol products are marketed
and promoted in a responsible manner and are
enjoyed by consumers in safe environments. The
alcohol tax agenda is also likely to remain an
area of debate for the industry in the coming year
ahead. Lastly, the industry will remain focused on
the challenges and opportunities for alcohol, but
look out to other industries for inspiration and
learnings that are transferable to our sector.
HOW WILL YOU ENGAGE THE
TRADE TO DRIVE SALES IN 2018?
Our team will continue to build on the close
partnerships we have forged with our customers
to remain connected at all levels. We will use our
agility to pioneer category leading executions
and respond quickly to customer strategies.
Additionally, Campari will continue to engage
with customers on our brand priorities and longer
term strategic plans, with a focus on connecting
‘experts to experts’ rather than just a sales
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