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Campari Group opens HQ in London

Aperol owner Campari Group has opened its Northern Central and Eastern Europe headquarters in London’s West End.

Campari Group HQ in London
Campari Group’s new London-based HQ features a bar

The new HQ, called The House of Campari Group, UK is located on Great Portland Street, marking the first time the company has owned an office space in the UK. The firm previously operated its UK business in an office in The Shard in London Bridge.

The UK is the largest spirits market in Europe and the fifth largest in the world, according to Milan-based Campari Group, which is the sixth biggest player in the category globally.

For the first nine months of 2022, Campari Group’s UK sales were up by 13.1%. North, Central and Eastern Europe (NCEE) sales increased by 18.3%, including 22.5% growth in Germany.

The Italian firm also said the opening underlines its ‘ambitions for its future, creating new jobs and lasting partnerships as part of a long-term commitment to the UK market’.

Cesare Vandini, Campari Group managing director of the NCEE business unit, said: “We have been operating in the UK for just seven years – and it has quickly become one of our most important markets, not just in Europe, but globally.

“As such, The House of Campari Group, UK is not only our new Northern Central and Eastern Europe home here, but also an important strategic development for the business, demonstrating our commitment to our customers, partners, and colleagues – ultimately underlining our belief in the UK market and our brands’ performance within it.

“This is a significant investment for the group; despite the volatile economic scenario on an international level, we are confident that there is a bright future ahead, with our London operations playing an increasingly critical role in this.”

The office features a seven-foot-long mosaic centrepiece, unique Depero artworks on the ground level, and an aperitivo-inspired roof terrace.

The company will also bring its Campari Academy to the UK, representing the first time the programme has been brought under one roof in a UK venue.

Campari Academy aims to connect, educate, and inspire bartenders through masterclasses and training programmes. The company has training facilities globally, from São Paulo to Sydney.

Brad Madigan, managing director at Campari Group UK, added: “In the short time we have been operating in the UK, we have experienced very strong growth in sales and people. As we move into The House of Campari Group, UK, I look forward to building an even greater business from these strong foundations.

“This is a strategic market for Campari Group globally, while the opportunities for growth are still huge. Our new London home gives us a platform to drive innovation in the drinks and hospitality worlds, including bringing our leading-edge Campari Academy to the UK in a permanent space – all driven by world-class talent.”

Campari Group is open to further acquisitions in American whiskey and “very interested” in growing its Mexican portfolio, the company’s CEO told The Spirits Business last week.

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