Campari Group : advertising & marketing profile

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Gruppo Campari is Italy's biggest spirits and wine company. As a result of a series of acquisitions since 1995, it has successfully transformed itself from a one-brand business in Italy into a global player with a portfolio of more than 50 premium brands. Its home territory still accounts for a significant proportion of sales, thanks to core brands Campari and Aperol and imported spirits which the group distributes under contract. But the US has gradually become its single biggest market. Campari also has a growing collection of other premium tipples including Skyy vodka, Wild Turkey bourbon and Glen Grant whisky, Ouzo 12 and best-selling Brazilian brandy Dreher's. In summer 2016 the group also secured control of Grand Marnier liqueurs in an agreed takeover.

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Who are the competitors of Campari? See also Alcoholic Beverages Sector index

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Gruppo Campari website


Campari Grand Marnier
Cinzano Aperol
Skyy Epsolon
Appleton Estate Wild Turkey

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 31st Aug 2017: Gruppo Campari has consolidated global marketing responsibilities into a new dedicated agency from WPP. Team Campari will oversee all global creative, media, digital and other services for the Campari portfolio, which also houses Cinzano, Aperol, Skyy vodka, Wild Turkey and Appleton Estate. J Walter Thompson was already the main creative agency for Campari, and released an eye-catching cinematic campaign for the brand earlier this year starring Clive Owen, an Ad of the Week in Adbrands in January.

Adbrands Weekly Update 26th Jan 2017: Ads of the Week "Killer In Red". Actor Clive Owen seems to specialise in offbeat projects these days, lending his charisma sparingly and only to work that tickles his fancy. That BMW "Driver" reprise was one of our favourite ads of last year, but was shockingly unregarded by the industry at large. Here's another extended noir fantasy, this time for Campari from writer-director Paolo Sorrentino (of The Young Pope and other projects), working with J Walter Thompson Italia. It makes almost no sense at all but looks gorgeous throughout. So do all the girls, even if female lead Caroline Tillette struggles to deliver a line convincingly. Meanwhile Clive simmers splendidly. It's 13 minutes long, so put the phone on hold, expand the frame to full-screen, turn up the speakers and settle down for some escapist nonsense.

Adbrands Weekly Update 17th Mar 2016: Gruppo Campari continued its slow but steady expansion, agreeing to take majority control of French liqueur Grand Marnier in a friendly takeover that values the business at around €684m. The latter's family shareholders have agreed to transfer around a third of their combined 60% holding in parent company Societe de Produits Lapostolle immediately, and will endorse a tender offer from Campari to public shareholders. If Campari fails to accumulate a majority position they will cede additional shares of their own. Grand Marnier has distribution through different partners around the globe. Currently, LVMH's Moet Hennessy has rights in the US where 60% of revenues are generated - that contract is due to expire later this year. Lapostolle generated revenues of €152m in 2015.

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