Campari, through a local affiliate in South Africa, has launched its third RTD offering, Cinzano Five.
This South African launch is the third RTD launched from the group in the past 15 months, after the vodka-based Skyy Blue into the USA and the Campari Mixx in Italy and Switzerland.
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The Cinzano Five is a 5.4% abv spirit cooler, using lemon, pineapple and orange flavours in a 275cl bottle, which cost R9m to develop, including a full-house TV, cinema, poster and press campaign.
Campari’s local agent and distributor, African Wine & Spirits, was asked to tackle the project
“Because South Africa has proven itself to be progressive in this segment of the beverage market, we were asked to put forward a complete project comprising the product, packaging, distribution and marketing,” said AW&S marketing director, Mike Cox.
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