Campari and Aperol sales rocket in the UK

By Nicholas Robinson contact

- Last updated on GMT

Uptick: Campari sees big sales growth
Uptick: Campari sees big sales growth

Related tags: Gin

Sales of Campari and Aperol have increased dramatically for the first quarter of 2017 following a phenomenal increase in advertising spend.

Campari UK brands:

  • Aperol
  • Campari
  • Cinzano
  • Cinzano 1757
  • Skyy Vodka
  • Skyy Infusions
  • GlenGrant
  • Wild Turkey Bourbon
  • Espolon Tequila
  • Appleton Estate rum
  • Bulldog London Dry Gin
  • Wild Turkey American Honey liqueur
  • Gran Marnier
  • Averna
  • Frangelico
  • Cynar
  • Sagatiba
  • Irish Mist
  • Ouzo 12
  • Illyquore

Campari and Aperol, commonly used in the UK’s growing aperitivos segment for drinks such as Aperol Spritz and the Negroni, grew sales by 74.1% and 29.9% respectively for the first three months of 2017.

Gruppo Campari, the Italian brand owner of Aperol, Campari and rum brand Appleton said UK sales rose by 22.2% for the period, driven by increased demand for aperitivos and premium spirits.

‘Investments in advertising’

Global advertising and promotional spend to support the group’s brands increased by 14.5% for the quarter to £55.8m.

Chief executive officer Bob Kunze-Concewitz said: “This good performance was delivered despite the late Easter and the expected phasing effects relating to accelerated investments in advertising and promotions, and new distribution capabilities.

“The continuous outperformance of the high-margin premium portfolio in key developed markets, which leverages our strengthened distribution networks and brand building investments, will continue generating a favourable sales mix and consequent gross margin expansion and help compensate some input costs inflation.”

Earlier this year, the company bought Bulldog London Dry Gin for £46.8m, after distributing it since 2014.

Bulldog Gin growth potential

The sale would allow Gruppo Campari to “fully exploit” the growth potential of the brand by taking control of its marketing strategy.

At the time, Kunze-Concewitz said: “This deal is an opportunity to consolidate our presence as a key player in the attractive super-premium gin category via a super-premium brand with significant growth potential.”

Meanwhile, the Negroni is one of the most simple and popular cocktails on the market. See how to make one in this video.

Related topics: Spirits & Cocktails, Spirits

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