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Campari Group forms new super-premium division in US

Aperol owner Campari Group has created a new department to grow a selection of super-premium-and-above brands in select US markets.

Campari forms new super-premium division Rare
The new Rare division will aim to scale super-premium brands

Campari’s Rare division will incubate brands across the Cognac, rum, Bourbon, single malt Scotch, white spirits and Champagne categories.

Described as an ‘agile alternative brand equity building laboratory’, Rare will be led by Julka Villa, Campari’s global strategic marketing spirits managing director.

The division will be based in New York City and will operate separately from Campari America. In its first year, it will focus on developing ‘a specific company approach on brand equity building and route-to-market’ in California, Texas and Florida, with plans to scale up in the future.

Jean-Jacques Dubau, Campari Group’s chief marketing officer, said: “The Rare division gives us the opportunity to be focused and agile, to fine-tune new dedicated approaches to brand building, and to scale elsewhere in the US and the world – developing new internal and external benchmarks and reference practices.”

Rare’s first project will be the relaunch of the Bisquit & Dubouché Cognac brand in June 2021.

Campari recently announced positive results for the first quarter of 2021, reporting a net sales increase of 17.9%.



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