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Campari Group's US unit has rolled out a new campaign for its namesake aperitif brand as it looks to capitalise on the growing popularity of the Negroni cocktail in the market.

Campari America said yesterday that 'Go A Sip Beyond' is a nod to the inventors of Campari. The spot will air on digital and Campari social media platforms.

"With American's current obsession with bitter flavours in the form of coffee, IPA beers, Brussels sprouts, and Negroni cocktails, it's the perfect time to raise awareness for Campari and immerse drinkers in our world," said Richard Black, VP of marketing, white spirits & cordials, Campari America. "Campari has always had a strong, bitter flavour that might not be for everyone, but that's what makes it so intriguing.

"Even native Italians say you need to try Campari three times before you acquire a taste for it. Though, if you are enticed to go beyond the first (or even second) sip, you'll be handsomely rewarded. Go A Sip Beyond... captures that essence."

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