Campari plans to open several flagship bars for its best-selling spirits in Europe and beyond. First quarter results showed higher sales due to soaring demand for Aperol and Campari.
The drinks group last week reported higher sales in the first three months of the year. The positive results were thanks to soaring demand for its Aperol and Campari bitters as bars reopened in Europe.
Even if the group’s drinks sold well for home consumption during the pandemic, serving a well-crafted cocktail remains one of the best ways to win new customers, Campari CEO Bob Kunze-Concewitz said.
“When it comes to aperitifs, the magic is made in bars, mixing,” Reuters reported him as saying. “In the next five years we would like to have Camparino (bars) in London, New York, Singapore,” he said.
Competition from Moet Hennessy
Campari is facing competition in Italy after a new Spritz cocktail was launched on Thursday by LVMH’s Moet Hennessy.
The Chandon Garden Spritz is a premium ready-to-drink version of the aperitif. It hopes that the drink will appeal to consumers due to its natural ingredients and lower sugar content. It was unveiled in France and northern European countries last year and is now heading to Italy, Spain, Britain and Asia.
Sales of sparkling wine are growing three times faster than those of still wine, said Sibylle Scherer, president of Moet Hennessy’s Maison Chandon.
“We want to win the hearts of Italians, both in bars and at home, in a country that loves Spritz,” she told Reuters in Milan. The cocktail is made from sparkling wine from Argentina, an orange-bitter liqueur, orange peel, herbs and spices. It is pricier that average cocktails in Italy retailing at €8-€10 per glass.
