Campari introduces new brands at TFWA

27 August, 2008
Page 16 
Gruppo Campari unveiled two additions to its spirits portfolio at the TFWA World Exhibition last month in the shape of X-Rated, a so-called fusion liqueur, and Jean-Marc XO, a super-premium vodka.

The Italian spirits group acquired both brands from Daucourt Martin Imports in July this year for US$40m. X-Rated is a 17 per cent abv, bright-pink liqueur made from blood oranges, mangoes, passion fruit and vodka. Targeted at young, fun-loving women, Campari believes the brand, which was launched in 2004 and sells mainly in the US, has no direct competitors.

X-Rated will retail in European travel retail for €26-28 for a litre bottle.

"We have done tastings in markets such as the UK, Germany, Switzerland, Austria and Russia, and the early results are really promising," said Virginie Marquet, Campari's area director for duty-free (below).

Jean-Marc XO is a €40-45 super-premium vodka, made from a blend of four different French wheat grains and distilled nine times. Presented in individually numbered bottles, Campari believes the brand is a natural fit for sales at high-end duty-free shops, in first-class airline shopping offers and onboard luxury cruise lines.

Campari also revealed plans to expand its Monaco-based duty-free team . From January next year the company will seek to hire additional sales managers dedicated to specific regional markets worldwide, and more promotional co-ordinators.

Campari's most important duty-free brands are Campari, Skyy vodka, Glen Grant malt whisky and Cinzano.
----=== Duty-

Free ===l Heineken is to open two more airport bars in the first quarter of 2008. The locations of the new outlets are being kept under wraps. The Dutch brewer's first branded airport bar opened at Hong Kong International's new SkyPlaza terminal earlier this year and has performed well.

l DFS Group has secured a three-year contract to run the wine concession at Singapore Changi's new Terminal 3. The San Francisco-based company was the only duty-free retailer to submit proposals for the tender.

l US distributor Haleybrooke International has added Faretti Biscotti liqueur to its duty-free spirits portfolio, which already includes Alexander grappa, Louis Royer Cognac and Blavod vodka, among many others. The company will also continue to be duty-free distributor for Ultimat vodka following the premium brand's sale from New York-based Adamba Imports International to The Patrón Spirits Company.

l The well-known duty-free face of Brown-Forman, managing director of travel retail Patrick Moran, is to retire next May. His replacement is Jim Perry, who is currently the company's chief of staff for regions. Perry will work out of Brown-Forman's headquarters in Louisville, Kentucky, unlike Moran, who was based in Paris.

l Rita Hill is the new global travel retail director at William Grant & Sons from January 2008. Currently the commercial director of Grant's own UK distributor First Drinks Brands, Hill will report to Kevin Fong, managing director for Asia and global travel retail.



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