ampari is back in India. After a luckless experiment in India a few years ago in a tie-up with UB, the brand has tied up with a new partner, Focus Brands. "It�s about being with the correct people," explains David Mouchel, director, Asia-Pacific, Campari. He believes that the brand�s full potential will be unleashed with this venture.
An alcoholic aperitif (appetiser), the drink is made by the Italian company Campari Group, a major player in the global beverage sector. Campari is not entirely new to the Indian market. It has been imported independently by dealers - both legally and illegally - for years now. Now, with an official presence, it has a fight on its hands since it has to compete with white spirits like vodka on the product functional benefits and other liquor brands and forms on the �fun, lively, exciting� platform.
How is Campari planning to promote the brand in India? Mouchel is clear that it will be through events and parties and not the "Campari Mineral Water" route. On a more serious note, Mouchel doesn�t want to plan any major investments before the company has tested the market.... more