Gruppo Campari targets the cruise ship market in major US promotional push – 23/04/09

ITALY/US. Campari International Global Travel Retail is launching several of its liquor brands into the US travel retail market.

During the IAADFS Duty Free Show of the Americas, Gruppo Campari’s travel retail team introduced to buyers for the first time a range of exciting new brands, such as X-Rated Fusion Liqueur, a super-premium brand from the US; illyquore, a new premium coffee liqueur from a co-operation between illy Caffee and Campari; and SKYY Infusions, three innovative new flavours by SKYY Vodka.

“We are more and more focusing on the US travel retail market,” Campari International Marketing Director Arnaud Glenton told The Moodie Report. “We are targeting airports, cruiselines and airlines, whilst now specifically boosting our relations with cruiseline operators and continuing to further develop the US airports’ channel.”

Glenton said that the group was also strengthening its investments and focusing on business opportunities targeting airlines – a strategy that will contribute to reinforcing the group’s already strong presence onboard more than 60 airlines worldwide.

Campari International Global Travel Retail strongly believes in the potential of the US travel retail business, observed Glenton. “Focus on consumers’ insights and needs, offering them interesting, different and value-added propositions to stimulate purchase, are clear points in the company’s strategy,” he said.

A series of promotional campaigns and brand activation initiatives will take place across US travel retail stores, in particular on brands such as Campari, Cabo Wabo and X-Rated Fusion Liqueur.

Left: An example of a promotional area for the Campari brand, whose new face in the ad visuals is Jessica Alba (right)


The company is planning a promotional campaign in US travel retail stores for its flagship brand Campari. The new celebrity face of Campari is American actress Jessica Alba, who appears prominently in the marketing campaign.

To support the promotional campaign for the Campari brand, the company is offering travel retailers a range of tools, depending on the channel. For airport shops, there are plans to install promotional corners with hostesses for in-store tastings, featuring striking black-and-red modular display totems.

A range of travel-themed gwps will be offered: with every purchase of a one-litre bottle, consumers will be given a postcard which reveals a prize when his or hand is pressed against the thermosensitive ink on the card. The gifts include a branded luggage tag and bag holders. Additionally, a luggage padlock will be given away as an on-pack gwp.

A new Campari shelf highlighter is also available incorporating a red-lit shelf tray, which is adaptable to the shelf dimensions.

New look: Cabo Wabo tequila is repackaged with a silver logo and a reworked label, to premiumise the brand


NEW PACKAGING AND AD CAMPAIGN FOR CABO WABO

In other major brand news, Gruppo Campari has repackaged its Cabo Wabo tequila with a new silver logo and a reworked label on the bottle, in a bid to premiumise the brand and give it a more rock’n’roll attitude. The brand’s close link to music is inspired by Cabo Wabo’s founder, the rock star Sammy Hagar.

The 100% blue agave Cabo Wabo tequila range comprises Blanco, Reposado, Anejo (aged for 14-24 months) and ultra-premium Uno (aged for 38 months and presented in a crystal decanter).

Positioned as a “party tequila” for affluent consumers, the 40%abv brand is available in a 70 or 75cl bottle. According to Gruppo Campari, sales of Cabo Wabo have doubled in the US market in the past two years, and now the brand is going global. The new party-inspired advertising campaign features the tagline “Raise Some Cabo”.

For cruise operators, the travel retail team is planning on-deck bar decorations for brand visibility, promotional corners with hostesses for tastings, and gwps in the ship shops. In the on-deck bar, consumers asking for Cabo Wabo will be given a Cabo guitar pick. Using the guitar pick, they will be able to secure their gift: three picks will reward consumers with a cowboy hat, while five picks will grant a Cabo-branded T-shirt. Both gwps will be available from the third quarter of this year.

Gwps in the ship shops will consist of a cowboy hat with the purchase of one bottle of Cabo Wabo and a men’s or women’s T-shirt when the consumer buys two bottles.

For airport retailers, promotional tools such as tasting corners and gwps will also be available.

Left: The Campari brand’s new shelf highlighter; Campari gwps include a luggage tag and a suitcase padlock (right)


X-RATED PROMOTIONAL CAMPAIGNS

Campari International Global Travel Retail is also continuing with the launch plan of X-Rated Fusion Liqueur in the US travel retail channel.

After ensuring brand presence with all major cruise lines, the travel retail division is developing strong promotions dedicated to this channel in particular. “These will involve what we can call the ‘TR On-Trade channel’, i.e. promoting the brand at the on-deck bar of the cruise ship, where consumers will be able to redeem their X-gifts – a keyring or a summer beach bag – by drinking either three or six X-Rated Fusion Liqueur cocktails. Moreover, small night events will be organised onboard such as Ladies’ Night or Pink Parties,” explained Glenton.

Campari International Global Travel Retail is also further boosting the brand’s potential at airports, having gained listings in all major US locations with dedicated launch promotional platforms, based on tastings and gwps.

About Gruppo Campari

Gruppo Campari is a major player in the global beverage sector, trading in over 190 nations with a leading position in the Italian and Brazilian markets and a strong presence in the US and Continental Europe. The group has an extensive portfolio that spans three business segments: spirits, wines and soft drinks. In the spirits segment its internationally renowned brands include Campari and SKYY Vodka. It also has leading regional brands including Aperol, Cabo Wabo, CampariSoda, Cynar, Glen Grant, Ouzo 12, X-Rated, Zedda Piras and the local Brazilian brands Dreher, Old Eight and Drury’s. Its wine segment boasts the global brand Cinzano, as well as important regional brands including Liebfraumilch, Mondoro, Odessa, Riccadonna, Sella & Mosca and Teruzzi & Puthod. The soft drinks segment comprises the non-alcoholic aperitif Crodino and Lemonsoda as well as its respective line extension dominating the Italian market. The group employs 2,000 people. Visit www.camparigroup.com

MORE STORIES ON GRUPPO CAMPARI

Pernod Ricard sells Wild Turkey bourbon to Campari for US$575 million in big deleveraging move – 08/04/09

Campari acquires Odessa in landmark deal – 22/12/08

Gruppo Campari savours success with Illyquore – 11/11/08

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