Campari embarks on joint venture in UK spirit drive

Scotland's Morrison Bowmore Distillers (MBD) and Italy's Campari Group have joined forces to launch a new joint venture company aimed squarely at the UK on-trade.

The new company, which will be based in Stirling and has yet to be given an official title, will be responsible for the sales and marketing of a spirit portfolio boasting Bowmore Islay Single Malt, Cinzano, Midori, Skyy Vodka and Campari.

The move is set to bring all the Campari Group brands under one umbrella with Cinzano and Skyy Vodka having already switched from previous distributor Allied Domecq earlier this year and Campari set to make the move from First Drinks Brands on May 5.

Enzo Casati, regional director of the Campari Group, added: "We are delighted to have joined forces with MBD and look forward to working closely with them to achieve our ambitions for Campari, Cinzano and Skyy. I would also like to thank both Allied Domecq and First Drinks Brands for their efforts over the last few years but the opportunity to take greater control of our distribution was too great to miss."

As well as improving on-trade distribution, the company is set to embark on a number of marketing schemes for its six core brands. Midori, the melon liqueur, is to be pushed as an innovative cocktail ingredient while Cinzano, which along with other aperitifs has suffered due to the boom in wine, is to be reinvigorated with a new bottle due out in August and a possible advertising campaign.

Steve Webb, managing director of the new venture, added that the company will also be looking to build the newly acquired Skyy Vodka at the top end of the retail sector. "The unique selling point for Skyy is that it's distilled four times as well as its striking blue cobalt bottle. It's the fastest growing vodka and the third biggest premium spirit in the US and has got huge potential here."