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Campari unveils super-premium gin O’ndina
Gruppo Campari is targeting the super-premium gin market with the launch of O’ndina, made with fresh basil and 19 Italian botanicals.
Campari enters the super-premium gin market with the launch of O’ndina
Crafted in Italy, O’ndina is inspired by the “glamour and carefree spirit” of the Italian Riviera in the 1960s.
Distilled in small batches, the gin is made with 19 Italian botanicals – including fresh basil from Liguria and citrus from southern Italy. The combination of botanicals is said to create a “refreshing, herbaceous” flavour.
O’ndina is recommended served in a gin and Mediterranean tonic, a Negroni, neat or over ice.
“O’ndina is a welcome addition to the portfolio,” said Paolo Tonnellotto, Campari UK brand ambassador.
“Its high quality and distinctive flavour, with notes of fresh basil and Mediterranean herbs finished with citrus and pepper, enables it to hold its own in a variety of cocktails – as the refreshing taste profile creates a unique drinking experience with a signature gin and tonic or all-Italian Negroni – as well as appealing to the growing trend of enjoying super-premium spirits neat over ice.”
Nick Williamson, marketing director, Campari UK, added: “The gin market continues to grow in the UK, seeing a 30% increase in 2017, (WSTA Market Report 2017) and as a forward-thinking company Campari UK is always looking to launch new products to market that challenge category conventions.
“Our expertise in Italian spirits makes us uniquely positioned to launch O’ndina, carving out space in a crowded market by appealing in particular to sophisticated foodies and travel-dreamers. This product is an excellent addition to our already dynamic portfolio.”
The new expression will roll out in the UK in April and will be made available globally at a later date.
It will be available in selected retail outlets, bars and restaurants in the UK for an RRP of £34.00 (US$47.78).
In February this year, Campari reported total sales for 2017 grew to €1.82 billion (US$2.24bn), driven by key global brands including Aperol, Campari and Wild Turkey.