News

"It's difficult to stretch existing vodka brands upwards" - Campari CEO

Most popular

Van Boxmeer leaves behind a more worldly Heineken

How drinks brands can take advantage of TikTok

Heineken’s footprint leaves big shoes to fill

Diageo in North America - Focus

Interview - Irish Distillers' Brendan Buckley

MORE

The CEO of Gruppo Campari has flagged the challenges in creating a more premium version of Skyy vodka, to drive growth for the brand.

Camparis Skyy vodka brand posted "slightly positive" growth in the US

Campari's Skyy vodka brand posted "slightly positive" growth in the US

Speaking to analysts following the company's full year results, Bob Kunze-Concewitz said: "We think that in vodka, it is very difficult to stretch existing brands upwards and to premiumise them."  In the company's latest results break down, the Skyy vodka stable posted a "slightly positive performance" in the US. 

Going forward, Kunze-Concewitz said he expects more "flattish results or low-single digit growth" from the brand in the US market.

"It remains a very, very competitive arena," he continued. "Skyy will maintain its market share. We're actually outperforming our two closest competitors, which are much larger brands."

Campari continues to expand its Skyy Infusions portfolio, with an emphasis on  "true-to-fruit" flavours. This month, the company announced the addition of  Skyy Infusions Honeycrisp Apple and Tropical Mango to the portfolio.


Related Content

Skyy vodka's US woes could be worse - Gruppo Campari CEO

Skyy vodka's US woes could be worse - Gruppo Campari CEO ...

Campari Group CEO Bob Kunze-Concewitz on vodka's US problem, Forty Creek's upcoming expansion and cannabis hurdles

Campari Group CEO Bob Kunze-Concewitz on vodka's US problem, Forty Creek's upcoming expansion and ca...

How did Campari Group perform in Q1 2019? - results data

How did Campari Group perform in Q1 2019? - results data...

Campari Group to up China ante with Marnier Cognac and Aperol - CEO

Campari Group to up China ante with Marnier Cognac and Aperol - CEO...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?