In the 2021 National Liquor News Industry Leaders Forum, Simon Durrant, Managing Director Campari Australia, New Zealand & Pacific Islands, described how the company is supporting its partners on the road to recovery post-pandemic restrictions.
Campari Australia was quick to recognise changing industry trends in the consumer market when the COVID-19 pandemic started in earnest last year and has remained firm on its goal to rally support behind the industry ever since.
Managing Director of Campari Australia, New Zealand & Pacific Islands, Simon Durrant, said Campari Australia quickly adjusted its strategy when major on-premise markets and more ‘celebratory’ drinks started to struggle while fan favourites remained in strong growth.
“The reality of border closures meant we needed to find new ways to maintain stock levels from local and globally produced products,” Durrant said.
“We also saw a return to traditional favourites and the reemergence of RTDs as consumers were forced to spend more time at home.”
The acceleration of home cocktail making created a booming demand for content to support the creation of classic recipes such as an Old Fashioned using Wild Turkey Bourbon, a Negroni using Campari, and a Margarita using Espolòn Tequila.
The trend has continued into 2021 which Campari Australia has been excited to help fuel by launching its Aperol Spritz Ready to Serve in January.
Durrant said: “The highly anticipated Aperol Spritz Ready to Serve will enable us to access new consumption occasions such as small at-home gatherings, picnics and other outdoor occasions where it isn’t practical to mix ingredients to make a Spritz.
“Consumers have a strong desire to stay local. Products like Aperol Spritz Ready to Serve and Campari Soda are perfect for providing engaging moments closer to home.”
Further to its innovation in the new year, Durrant said Campari Australia will focus on helping the industry rebuild by providing the support needed for its customers, as it did in 2020 with the immensely successful on-premise campaign, Shaken Not Broken.
“Maintaining supply and supporting the COVIDSafe reopening of the on-premise is our primary focus, especially for venues with outdoor/sit down occasions,” Durrant said.
“The world has fundamentally changed, and we are still facing many uncertainties as we wait for the rollout of the vaccine. We need to work closely with our partners as they build a sustainable future to understand how we can support them.
“We enter 2021 with hope for the future and an industry that has shown it can adapt to uncertainty.”
Virtual wins
Innovation remained as one of the most important aspects of Campari Australia’s year. Below are some of Durrant’s favourite initiatives that were virtually reimagined to meet consumer needs.
- Aperol Spritz at 6 – this championed the idea of disconnecting from the workday and reconnecting with friends and family by sharing a Spritz virtually at 6pm.
- Wild Turkey With Thanks – this digital iteration of the With Thanks annual initiative saw Matthew McConaughey connecting with Australian local legends via video call. He spoke to those with inspirational tales that stood with conviction to support their environment and communities throughout 2020, and shared their stories far and wide.
- The Glen Grant Arboralis launch – Master Distiller Denis Malcolm supported a virtual tasting experience for the first lucky 100 purchasers of the new product through Boozebud.
You can read this story and many more in the 2021 National Liquor News Industry Leaders Forum here.