Campari opens flagship store on Tmall

Italian spirits company Campari is making some of its products available to Chinese consumers on Alibaba’s Tmall.

“We are very excited to have recently opened our flagship store on Tmall,” says Franco Peroni, Managing Director Asia-Pacific at Campari Group. “Campari Group has operated in China through a wholly owned subsidiary for over 10 years and, during this time, our brands have enjoyed a steady growth. Today, our SKYY Vodka is the second largest vodka in the market and continues to be appreciated by more and more consumers in China.”

He notes that the recent trend in cocktails and mixology has been embraced by Chinese consumers with many cocktail bars opening in all tier 1 and tier 2 cities in China. “We want to encourage consumers and bartenders to experience the best cocktails made with premium authentic brands such as Campari, Aperol, Cinzano, SKYY Vodka, Grand Marnier, Wild Turkey Bourbon and Appleton Estate Rum. We look closely at the growing e-commerce trend in China and we consider Alibaba a strong partner to explore this opportunity.”

“Campari is unlike any other spirits company in the world. It’s synonym of Milan, fashion and design, and it fully represents the Italian way of life,” says Rodrigo Cipriani Foresio, Managing Director Italy, Spain, Portugal and Greece and General Manager of Europe Tmall Business Development.

“We are extremely delighted to have partnered with Campari to offer our consumers the finest drinks from Campari’s portfolio, and most importantly contributing to spreading the culture of Italian ‘aperitivo’ in China. Alibaba’s collaboration with Campari is further evidence of the positive phase for Italian winemakers and spirits producers in China, where the Italian wines market share has increased to 7%. This shows us there is still work to do, but at the same time the opportunities are huge”.

Campari is also among 75-plus Italian brands that have joined HelloITA, a virtual hub recently launched by Alibaba Group and the Italian Trade Agency to bring the best of “Made in Italy” to China.