Campari predicts prosperous future for aperitifs

Growing consumer interest in bittersweet aperitifs coupled with the resurgence of classic cocktails will continue to help drive Campari sales next year, according to a senior director at the group.

Campari predicts aperitifs will continue to grow in popularity and drive sales

In the first half of 2014, Campari sales soared 12.5%, which the group partly attributed to increased popularity in aperitifs, which have long been popular as a before and after-dinner tipple in Mediterranean countries.

A resurgence of classic cocktail serves such as the Negroni, Americano and Boulevardier were also recognised as a contributing factor.

“What I’m seeing more and more around the world is generally Anglo Saxon cultures are acquiring more characteristics of the aperitif similar to the Mediterranean,” said Julka Villa, senior director aperitifs, wines and cordials, Gruppo Campari.

“We are seeing it grow much more than we could have expected five years ago; aperitifs are gathering momentum and growing together with the spreading of cocktail culture.

“Drinking these days is not just about having something alcoholic; it’s about enjoying something special.”

Villa also predicted that the liqueurs category would follow suit and experience a similar success to aperitifs, as consumer thirst for knowledge continues to expand and their interest in recreating cocktails at home also increases.

“These products are able to create curiosity and now people want to know more about them,” Villa added. “You can either simply drink or you can appreciate what you’re drinking – it’s about a better quality of life.

“For many years, drinking was about having a lot of alcohol, but now it’s more about drinking good cocktails that you can really savour and enjoy.”

Last week, Campari unveiled the complete art work for its 2015 Eva Green calendar.