The Campari Group has created a division to strengthen the presence of a selection of super-premium brands in the United States.
Through the Rare division, the Campari Group will pave the way for brands in spirits categories such as Cognac, rum, Bourbon, single malt scotch, white spirits and champagne.
Rare, the incubator for these brands, is described by Campari as “an agile alternative laboratory for building brand equity.” Rare will be led by Julka Vila, the global strategic marketing director for spirits.
The division will be based in New York City, and will operate separately from Campari America. In its first year they will develop a business approach in building brand equity and routes to market in the states of California, Texas, Florida, expecting to evolve in the future.
Campari Group chief marketing officer Jean-Jacques Dubau said, “The Rare division gives us the opportunity to be focused and agile, to refine new dedicated approaches to brand building and to scale elsewhere in the U.S. and around the world, developing new internal and external benchmarks and reference practices.”
As its first project, Rare will work with the relaunch of the Bisquit & Dubouché Cognac brand in June 2021.
Campari Group CEO Bob Kunze-Concewitz said the subsidiary will aim to capture the “high-end trade and consumers in the superpremium and above spirits market.”
Outside the U.S., the division will expand into selected European markets and Australia.
Notably, Campari recently announced positive results for the first quarter of 2021. Its figures show a 17.9% increase in net sales, which was driven by a strong performance in the United States.
For the three months ended March 31, the Campari Group’s sales reached 397.9 million euros. A return to prosperity, after its sales fell by 24% in 2020 due to the pandemic caused by covid-19.
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