Francesca Landini, Silvia Aloisi

MILAN (Reuters), Campari’s chief executive stated that the company plans to create several iconic bars to sell its top-selling spirit in Europe and abroad to promote its Italian aperitif culture.

Last week, the drinks company reported that it saw an increase in sales during the first three months due to increased demand for Aperol bitters and Campari bitters. Bars and restaurants across Europe were also reopened.

Bob Kunze Concewitz of Campari said that, even though their drinks did well at home, a cocktail well-crafted is still one of the most effective ways to attract new customers.

He said, “When it’s about aperitifs the magic is in bars mixing,” in an interview with small groups of journalists.

He stated, “In the next 5 years, we would like Camparino bars in London, New York and Singapore.” The model from Milan, which was once the main outlet for red bitters, is being exported.

He didn’t place a value on his planned investment.

Campari faces increased competition from its Italian counterparts after a new Spritz cocktail, launched Thursday in Italy by Moet Henney of LVMH.

Chandon Garden Spritz is a high-end ready-to-drink version, which was first unveiled last year in France. It will now be available in Britain, Spain and Italy.

Champagne Maison Chandon president Sibylle Schuerer said that sparkling wine sales are increasing three times faster than still wines.

She said that premium sparkling wines, which cost more than 12 euro per bottle and Chandon are the market leader in this segment, representing a revenue of 4.4 billion Euros.

“We are trying to win over the hearts and minds of Italians in bars, at home as well as in bars,” she said. She presented a cocktail that combines sparkling wine from Argentina with orange-bitter liqueur, citrus peel, herbs, and spices. This cocktail is more expensive than most cocktails made in Italy, at between 8-10 euros per bottle.

Despite their rivalry in aperitifs Campari and Moet forged an alliance last year to create an ecommerce platform for wine & spirits. It was based around Tannico online spirits and wines from Italy. Both versions will be sold on the platform.

BRAND IDENTITY

Carlo Alberto Carnevale Maffè, Professor at Milan’s SDA Bocconi management school, said Campari’s plans for new bars was “consistent with the need of many brands to get closer to end-consumers by offering not only products but distinctive experience contexts that reinforce brand identity.”

He said that such initiatives might also enable groups to obtain precise information about consumption patterns in order to better understand customers.

It bought Milan’s Camparino bar back for 5.6million Euros in 2018, and then spent an additional 6.5 million to remove the debt and modernize it.

Campari spent 4.2 millions euros in 2020 to acquire a place in Venice. In the same year, Terrazza Terrace Aperol opened. Terrazza was the home of the famous Spritz cocktail.

“Last year, the first Terrazza Aperol was opened in Venice… this will be a franchisee. Kunze Concewitz spoke of the idea to open between 50 and 100 Terraces around the world, although she did not specify a specific timeframe.