Campari says premium vodka is gaining strength in South Africa

Campari says premium vodka is gaining strength in South Africa

Gruppo Campari has extended a “multi-million rand” advertising campaign behind its Skyy brand in South Africa. 

Skyy-branded parties will be held in Johannesburgh this month to target "young, ambitious professionals", Campari said today (12 March). The investment has already included a TV ad, launched in January, which can be viewed below.

A company spokesperson told just-drinks today that details of the spend are confidential for competitive reasons.

Campari said South Africa's premium vodka category is growing by 22% a year, citing Nielsen figures, and that it opened an office in Cape Town in November to target growth in the region. “South Africans are drinking more premium vodka than ever before,” the company said.

After Campari released its full-year results early this month, an analyst said 2013 is to be a “transitional” year for the company as it invests in its global infrastructure.