The Hindu Business Line : Italian aperitif brand Campari says cheers to Indian market

IT has been associated with some of the world's best known fashion icons such as Sharon Stone, James Bond and Marilyn Monroe. And now the Italian aperitif brand, Campari, is gearing up to party with India's growing tribe of fashionistas.

Over the next few months, the brand, which forms the base for some of the most-popular cocktails, will emerge in select Five Stars and enter the world of trendy lounge bars, night clubs, discos and high-profile restaurants, which are where much of the consumption of spirits is now happening.

"Anywhere else in the world Campari is amongst the leading brands in spirits while in India it has not been in that position. The idea now is to get the brand to its rightful position and fast," Mr David Mouchel, Director, Asia Pacific, told Business Line on Tuesday.

Mr Mouchel is in India to kick off a focussed marketing initiative that will see the brand being promoted as the perfect drink to go with a glamorous lifestyle. "The Indian market has suddenly changed from one that was purely loyal to Indian spirits to one that is now actively seeking out premium, imported spirits. Our brand fits the bill perfectly and we see huge potential here now," Mr Mouchel said.

In keeping with its worldwide strategy of associating with fashion, glamour and lifestyle, the company is planning to hold a series of fashion events, including Campari nights in major markets, to promote the brand. The first of such events, `Red Passion Night' (in keeping with its famed red colour) will be held at the Intercontinental at Mumbai's Marine Drive where the city's swish set will meet up over the brand.

The company will tap markets across all the metros and Goa to begin with. Distributors are being put in place in every city and "we want to get to the level of 10,000 cases as fast as possible," said Mr Mouchel.

The Campari Group, which is a major player in the global beverage sector with a presence in spirits, wine and soft drinks, also plans to eventually bring in its SKYY Vodka and Cinzano brands into the market. "The focus right now will be on promoting and marketing Campari but there is potential here for our other brands too which we will tap at the right time," Mr Mouchel said.

The company trades in over 190 nations around the world with a leading position in the Italian and Brazilian markets and presence in the US, Germany and Switzerland.

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
HLL charts new products, markets for marine biz

Zee's new music, lifestyle channel for Arab region

Godrej Tea in pact with Jyothi Labs

Sahara One to offer women-centric shows in prime time slot

TVS-E promo for printers

Idea Cellular talent hunt

California Soft, Macromedia sign distribution pact

Vizag chosen for consumer study project

Italian aperitif brand Campari says cheers to Indian market

Sony unveils VAIO notebooks

Aeren R Imax plans foray into NCR with Harry Potter