BREWING AND BEVERAGE INDUSTRY INTERNATIONAL

International Trade Magazine



Globalization is not in evidence only on the Internet: in our English-speaking trade magazine BREWING AND BEVERAGE INDUSTRY INTERNATIONAL we deal with specific questions and concerns of the industry, well beyond the borders of Germany.

The magazine is distributed in almost 180 countries, sharing important information from the fields of technology, packaging, ingredients, etc. with readers around the world.

Relying on the editorial competence of the two established trade publications BRAUINDUSTRIE and GETRÄNKEINDUSTRIE, the editorial team of BREWING AND BEVERAGE INDUSTRY INTERNATIONAL provides on-the-spot research and analyses.

News

Campari Group launches new US division for Super-Premium Spirits

In concert with Campari Group's goal to establish world-class Spirits Brands, the spirits company announced the launch of the RARE division. Operating from New York City, this sector will focus on Campari Group's super-premium and above offering through a new, dedicated interior department. This incubator division, as an agile alternative brand equity building laboratory, will be led by Julka Villa, who will retain her role as Global Strategic Marketing Spirits Managing Director, and will operate distinct from Campari America under the direct aegis of the Group CMO.  The Rare division will pilot across an ensemble of brands including Champagne, Cognac, Rum, Bourbon, Single Malt Scotch, and White Spirits.

”Rare“ aims to unlock and accelerate the growth potential of a select range of super-premium and above brands and individual expressions in the US market, by creating a bespoke business and brand building model. With an increased strategic focus on the development of dedicated capabilities and tools, the ultimate objective is to establish long-term value and growth for this  offering, according to a model potentially scalable globally. In this endeavor, the Group has established a dedicated marketing and sales team in order to define and implement a new brand building and commercial strategy and model for the future of the super-premium & above portfolio.

In June 2021, the division will kick-off with the relaunch of the iconic cognac, Bisquit & Dubouché, and later in the year, the group's first French champagne acquisition, Lallier fine champagne. "Consumers are drinking less, but they're drinking more prestigious spirits," Villa adds. "Cognac for example, is one of those spirits that has paved the way for premiumization across many categories like whisky and rum and is poised for substantial, purposeful growth. An iconic brand like Bisquit & Dubouché, steeped in tradition, is now poised to project an innovative concept of luxury after a complete re-engineering."

"The Rare division gives us the opportunity to be focused and agile, to fine-tune new dedicated approaches to brand building, and to scale elsewhere in the US and the world- developing new internal and external  benchmarks and reference practices," explains Jean-Jacques Dubau, Campari Group CMO.

The program will launch in the US beginning with a select number of states where the premium plus and super-premium business is concentrated. In the first year, the Rare division will concentrate on California, Texas, and Florida, in order to develop a specific company approach on brand equity building and route-to-market for other markets to adopt and implement in the future.  


Image: Campari Group

Team

Dr.-Ing. Klaus Krammer
Chief Executive Officer

+498261999310

Sausage friend from the Rhineland! Loves everything that swims or has two wheels and moves at a decent speed.

Sandra Wulkan
Publishing Director

+498261999150

Big fan of Disney movies. Especially Mickey Mouse and Star Wars. Does not miss any movie.

Christoph Seifried
B.Eng. of brewing and beverage technology
Editor

+498261999317

Is a fan of music, fashion and cars of the ´50s and ´60s and is often on tour with his own rockabilly band.

 

Sabine Reggel
Media Consultant

+498261999338

A rockstar who revels throughout the Allgäu, Sabine loves to be in her yard and enjoys the occasional juicy steak.

 

Susann Winterhoff
Sales / Subscriptions

+498261999455

Let the games begin: she's ready to drop anything when there's fun to be had at games night.

Barbara Onischko
Editorial Assistant

+498261999325

With her green thumb she has transformed her garden into a year-round, idyllic refuge.

 

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Cap and crown feeding systems

Gassner GmbH

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Steinleiten 39
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00 43 / 76 84 / 85 0 10
00 43 / 76 84 / 85 0 19

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First Key Consulting Inc.

Oceanic Building

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Vancouver, B.C., V6E 3X2 CANADA

001/604/273-8884

info@firstkey.com
www.firstkey.com

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American Distilling Institute

PO Box 577
Hayward , CA 94541

001/510/886-7418

www.distilling.com

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BeerBev LLC

328 Crandon Blvd.
Key Biscayne, FL 33149 (USA)


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Bayernwald Früchteverwertung KG

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Gassner GmbH

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Ing. Punzenberger COPA-DATA GmbH

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Events

Campari Group launches new US division for Super-Premium Spirits

In concert with Campari Group's goal to establish world-class Spirits Brands, the spirits company announced the launch of the RARE division. Operating from New York City, this sector will focus on Campari Group's super-premium and above offering through a new, dedicated interior department. This incubator division, as an agile alternative brand equity building laboratory, will be led by Julka Villa, who will retain her role as Global Strategic Marketing Spirits Managing Director, and will operate distinct from Campari America under the direct aegis of the Group CMO.  The Rare division will pilot across an ensemble of brands including Champagne, Cognac, Rum, Bourbon, Single Malt Scotch, and White Spirits.

”Rare“ aims to unlock and accelerate the growth potential of a select range of super-premium and above brands and individual expressions in the US market, by creating a bespoke business and brand building model. With an increased strategic focus on the development of dedicated capabilities and tools, the ultimate objective is to establish long-term value and growth for this  offering, according to a model potentially scalable globally. In this endeavor, the Group has established a dedicated marketing and sales team in order to define and implement a new brand building and commercial strategy and model for the future of the super-premium & above portfolio.

In June 2021, the division will kick-off with the relaunch of the iconic cognac, Bisquit & Dubouché, and later in the year, the group's first French champagne acquisition, Lallier fine champagne. "Consumers are drinking less, but they're drinking more prestigious spirits," Villa adds. "Cognac for example, is one of those spirits that has paved the way for premiumization across many categories like whisky and rum and is poised for substantial, purposeful growth. An iconic brand like Bisquit & Dubouché, steeped in tradition, is now poised to project an innovative concept of luxury after a complete re-engineering."

"The Rare division gives us the opportunity to be focused and agile, to fine-tune new dedicated approaches to brand building, and to scale elsewhere in the US and the world- developing new internal and external  benchmarks and reference practices," explains Jean-Jacques Dubau, Campari Group CMO.

The program will launch in the US beginning with a select number of states where the premium plus and super-premium business is concentrated. In the first year, the Rare division will concentrate on California, Texas, and Florida, in order to develop a specific company approach on brand equity building and route-to-market for other markets to adopt and implement in the future.  


Image: Campari Group

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