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Campari Details New Super-Premium “Rare” Division

May 13, 2021

Campari has unveiled more details on its new Rare unit, comprising various super-premium and above brands from its portfolio, originally announced May 4. The Rare division has a dedicated marketing and sales team and will be led by Julka Villa, who will also retain her existing role as global strategic marketing spirits managing director, operating directly under Campari’s global CMO Jean-Jacques Dubau.

The Rare unit, including higher-end offerings from brands like Russell’s Reserve, Appleton Estate, and Glen Grant, among others, will initially focus on U.S. markets like California, Texas, and Florida before branching out more widely. Next month, Rare will kick off operations with the relaunch of Bisquit & Dubouché Cognac, to be followed by Lallier Champagne later in the year.—Daniel Marsteller

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