By Rebecca Harris
Tomorrow (Apr 1) will mark the official launch of one of the most anticipated local liquor companies in recent times, Campari Australia.
The launch of Campari Australia comes on the back of its parent group’s – Gruppo Campari – acquisition of Wild Turkey bourbon from Pernod Ricard last year.
The Campari Australia portfolio includes Skyy vodka, Riccadonna spumante and Campari and Aperol liqueurs.
Campari Australia marketing director, Brad Timbrell said that he was extremely confident and excited about the group’s launch.
“Although we are a start-up organisation in Australia, we have two significant advantages over the traditional start-up,” he said. “Firstly, we have the support of the Gruppo Campari worldwide network. This means everything from systems, best practice, brand history and, of course, strong financial backing.
“Secondly, all our brands are well-established in Australia, most with category leadership. While we have been busy training our sales force on our brands, we do not need to train the consumer. That’s a great position to be in when you are launching a new enterprise.”
Wild Turkey will continue to be managed by Pernod Ricard until June 30, after which Campari Australia will take over the distribution rights.