(HU) Erősebb, büszkébb és színesebb – Megújul a Cinzano Vermouth
Last month, Gruppo Campari used the 260th anniversary of Cinzano to mark the start of a new era for the vermouth and sparkling wine brand. Lucy Britner was in Turin with the MD of the company’s Italian Icons unit, Andrea Neri, and global director of sparkling wine & vermouth Biancamaria Sansone to get the low-down on the next steps for Cinzano.
Gruppo Campari has a proven track record for changing the fortunes of dusty old brands. Take Aperol: The firm used a key serve – the Aperol Spritz – and the rise of cocktail culture to propel the brand. In fact, during a half-year results presentation in August, CEO Bob Kunze-Concewitz hailed the “standout performance” of the brand, now the group’s largest with around 14% of Campari’s total sales in the six months to the end of June.
Kunze-Concewitz also shared a slide of Instagram posts, centred around the Aperol Spritz. One post, from US model Kate Upton, showed 96,740 likes.
Fast-forward a month to Turin and a group of journalists and bloggers are surrounded by carefully-curated, Instagram-centric scenes. From old tractors and rolling vineyard shots in nearby Langhe, where some of the brand’s sparkling wine comes from, to tours of vermouth’s home, Turin, in classic Italian cars, Campari wanted visitors to understand where Cinzano comes from.
“What we need to do is leverage in a positive way all of this heritage and the historical traditions – and put the focus on the craftsmanship and history – and use this as an opportunity to reinvent and reshape the brand,” Andrea Neri, MD Italian Icons, tells me. (The other two Italian Icons are Campari and Aperol.)
Brand Cinzano’s volumes are split roughly 50/50 between vermouth and sparkling wine.
Related news
Two special food products will be placed under a new tariff heading
On 19 June 2025, the European Commission published new implementing…
Read more >Several French cognac brands have been granted duty-free status in China, but not everyone is happy
China imposed an anti-dumping duty of up to 34.9 percent…
Read more >WHO: They urge a 50 percent price increase for tobacco, alcohol and sugary drinks
The World Health Organization (WHO) is calling for the prices…
Read more >Related news
Extreme summer, record heat: this is how chain stores are reacting to the heat
Budapest has never experienced such a high temperature as this…
Read more >K&H: Middle-aged people perceive inflation to be much more severe than the actual data shows
The inflation perception of middle-aged Hungarians continues to far exceed…
Read more >Inflation rose again in June – rising fruit prices are pushing up prices
Annual inflation rose to 4.6 percent in June, compared to…
Read more >