GLOBAL: Campari to expand Wild Turkey in duty free
Campari intends to expand the presence of its recently-acquired Wild Turkey Bourbon in the duty free sector, the deputy MD of the Italian group's international business has told just-drinks.
Wild Turkey already has a solid presence across airports in North America, but Campari is looking to extend the brand's reach to Europe and expand the range in Japan.
"We are looking to slowly introduce the brand into duty free markets in Europe, starting with the UK, France and a few others," Pietro Logaldo, deputy managing director of Campari's international division told just-drinks at the TFWA expo in Cannes yesterday (20 October).
Wild Turkey 8 Year Old is already widely available at airports in the US, which alongside Australia and Japan, is a key market for the Bourbon brand's sales.
Wild Turkey 12 Year Old is likely to be launched in European duty-free markets and the group is also looking at special editions. In Japan duty free, the firm is considering launching Wild Turkey 14 Year Old in limited edition gift boxes.
"On the pricing, we would like to be 10-15% above Jack Daniel," said Logaldo. "The right pricing is extremely important. You can have marketing, special gift boxes and do whatever, but what the customer perceives in the end is the price."
Commenting on the duty free drinks market in 2009, Logaldo said the year "has been very tough".
But, he added: "Heineman [Germany's major airport operator] have told us that they are starting to see a little bit of light at the end of the tunnel. They are putting together marketing plans for next year."
For a just-drinks overview of Campari's strategy for the next 12 months, click here.
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