Campari On Track To Hit 100,000 Cases In The U.S.August 19, 2013
Campari America’s flagship Campari brand has been flourishing in the U.S. lately, fueled by a thriving cocktail culture. After rising 14% to 57,000 cases in 2011, the Italian brand accelerated to 16% growth last year, to reach 66,000 cases, according to Impact Databank. Brand manager Dave Karraker says the goal is for Campari to hit the 100,000-case mark in the U.S. within the next few years.
“It’s remarkable that a 150-year-old brand, which has seen little growth in this country since the 1970s, is suddenly hitting double-digit numbers,” says Karraker. “That was practically unthinkable a few years ago, when the brand consistently hovered at around 50,000 cases.” Campari’s key U.S. markets include New York, California and Florida, but it has also been making significant traction in other markets including Illinois, Washington, Oregon, Texas, Colorado and Massachusetts.
The Negroni, traditionally made with gin, vermouth and Campari, has played a big role in the brand’s upswing. The cocktail, which has seen a renaissance in popularity along with other classics, is now a mainstay on drinks lists across the country. “The Negroni has been the driver of the brand’s U.S. growth,” says Karraker, who adds that Florida and the northeast have seen strong sales of Campari and Soda and Campari and Orange cocktails.
“We’re on track to hit the 100,000-case milestone, and the great majority of Campari’s marketing has been through bartender outreach and word-of-mouth,” Karraker says.