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Non-alcoholic aperitif launch "would be interesting" - Campari CEO

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The head of Campari Group has said the company is working on innovations in the non-alcoholic category, hinting that another zero-alcohol aperitif could be in the pipeline.

Campari already has the non-alcoholic Crodino in its portfolio

Campari already has the non-alcoholic Crodino in its portfolio

Bob Kunze-Concewitz, whose company already has the 0%-abv aperitif Crodino in its portfolio, told analysts this week Campari's R&D team is focussing on non-alcoholic NPD. The CEO declined to give further details but noted that the company has a "strong competence" in both non-alcoholic development and in aperitifs.

"That would be interesting," Kunze-Concewitz said of a potential launch in the category.

Meanwhile, the CEO called Crodino the "grandfather" of non-alcoholic spirits and said it is testing "very, very positively" in Europe. The aperitif, which is named after its hometown of Crodo in north-west Italy, was launched in the UK in 2017 and in the same year was the sole survivor of Campari's soft drinks portfolio sale to Royal Unibrew.

Kunze-Concewitz said Crodino is set for a relaunch in Italy in the second half of this year, with packaging changes a possibility. "We've learned quite a bit on Crodino in the European markets last year," he explained. "So we're going to fine-tune the proposition to take that into consideration and that will also impact serving size, etc."

Earlier this week, Campari reported a 9.6% increase in first-quarter sales.

Campari Group Performance Trends 2014-2018 - results data


Expert Analysis

Country Profile: Spirits in Italy

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