Campari US adds three Italian bitters to portfolioBy Becky Paskin
Campari is backing 2015 as the year of bitter flavours, as it introduces three new amaro and vermouth expressions, Averna, Braulio and Cinzano 1757, to its US portfolio.
The introduction of Averna and Braulio amaros to its American arm follow the Italian company’s purchase of Fratelli Averna for €103 million in April last year.
The Averna brand was introduced to Campari’s UK distribution arm, J. Wray and Nephew UK, in September. Previously it was distributed by Instil Drinks.
Meanwhile, the group has introduced a new expression in its Cinzano family, a premium “small batch” vermouth based on the Cinzano Rosso recipe that is also enriched by a selection of herbs.
Produced in homage to the brand’s founders, Giovanni Giacomo Cinzano and Carlo Stefano Cinzano, who launched the vermouth in Turin in 1757, the new expression will be available across the US in one litre bottles only, for an RRP of US$29.99.
Umberto Luchini, head of marketing, Campari America, said: “With Averna, Braulio, and Cinzano 1757 joining the US portfolio, Campari America continues to enrich its premium offerings in this core market and secure its position as the leading purveyor of premium Italian liqueur and bitter specialties.”
He added that the group’s other Italian brands – Campari, Aperol, Cynar and Frangelico – have “rapidly gained popularity in this market, driven by high bartender and consumer interest”.
He explained: “We expect Averna, Braulio, and Cinzano 1757 to follow in those footsteps as American palates continue to crave bitter flavours.”
Averna is a 29% abv amaro available in 750ml bottles for an RRP of $US29.99. Braulio, a 21% abv amaro, is available in 750ml bottles for an RRP of US$34.99, and will be available initially in New York, California and Illinois.