P2PI Member Spotlight: Campari America
Campari America is a wholly owned subsidiary of Davide Campari-Milano S.p.A. At the heart of Campari America are two legends in the American spirits industry. The first, Skyy Spirits, was founded in San Francisco back in 1992 by the entrepreneur who invented iconic SKYY Vodka. The second is the world-famous Wild Turkey Distillery in Lawrenceburg, Kentucky, where they have been making the world’s finest whiskies since the 1800s. Both companies were purchased by Davide Campari-Milano and together they form Campari America, which has built a portfolio known for its quality, innovation and style, making it a top choice among distributors, retailers and consumers.
Campari America manages Campari Group’s portfolio in the U.S. with such leading brands as SKYY Vodka, Grand Marnier, Campari, Aperol and many more. Institute staff asked Steve Chasen, vice president, trade marketing, a few questions about the business.
Tell us about a recent campaign for one of your products.
CHASEN: I will describe our Aperol Spritz off premise spring-summer program. The Aperol Spritz cocktail is a global phenomenon, as Aperol is the third fastest-growing spirits brand in the world and the number one fastest-growing spirit brand by value in the U.S., according to Nielsen data. The singular drink strategy has been proven around the world and all communication drives education around how to make the perfect Aperol Spritz. We have taken a sub-channel-specific approach to address converting the Prosecco occasion to a Spritz occasion, delivering a cocktail solution for consumers and a value proposition for retailers in the two sub-channels for expansion (liquor and grocery).
What will shoppers see in-store?
CHASEN: For grocery, we have a variety of cross-merchandising tools including a cross-merchandising rack for the floral department that holds both Prosecco and Aperol, as well as refrigerator clings to promote the Spritz on cooler doors in the liquor channel and where chilled sparkling is merchandised.
How does your company plan to use your P2PI membership resources?
CHASEN: We would like to leverage shopper and retailer insights. We would also like to build trade publicity and awareness within the retailer community about our portfolio and what Campari Group brings to the industry.
What are your predictions for the future of marketing, and how will Campari America navigate that future?
CHASEN: The future will be all about experiential. That could mean immersive brand and educational events for consumers and trade, which might then be amplified through digital networks. It will mean creating retail experiences that resonate with shoppers while helping the retailer grow their bottom line as well as crafting an ownable shopping experience. We also think augmented reality and virtual reality will be a bigger part of consumers’ lives at home and in the store, and we will look to be ready when that day comes. Imagine a consumer making a “virtual Negroni” on a VR headset and then putting the ingredients into a virtual shopping cart and having them delivered for a party that night. It’ll be here sooner than we think.