NEWS
ITALY’S CAMPARI GROUP OPENED OPERATING COMPANY IN SINGAPORE
By Susan Lewis
3-2-2025
Source: Campari Group/Instagram
Italian spirits group Campari has opened its own operating company in Singapore last month and started selling their products directly to consumers in the city state.
The group owns a portfolio of western liquor brands including Courvoisier XO, Skyy vodka, Wild Turkey and Glen Grant whisky, as well as its flagship Camapri and Aperol aperitifs.
According to Campari’s Asia-Pacific managing director Matthijs Kramer, the high-net-worth crowd in Singapore make up a third of Campari group’s business in Singapore.
“These are people who are either collectors (or are buying for) very special gifting. They look for products that one can’t find anywhere else,” he said.
Selling premium alcohol directly to customers is not something Campari does in other markets, said Kramer. But it is something the group is keen to do in Singapore as these wealthy individuals are seen as influential taste makers in the Asia-Pacific region.
“If we are big enough in a market to have our own sales organisation, our own marketing organisation, then we always go quite quickly in establishing... what we call our in-market company, our own operating company,” he said.
Data analytics firm Euromonitor International forecasts consumers in Singapore will splash out SGD15.2 million (USD11.2m) on luxury spirits in 2028.
Singapore is also known for its vibrant cocktail scene, four Singapore bars made it to the list of World’s 50 Best Bars 2024 – Jigger & Pony, Nutmeg & Clove, Atlas and Analogue Initiative.
While Singapore’s luxury spirits consumption is just a mere drop in the ocean compared with the whole of Asia-Pacific, it’s trend setting role in the region is what the Campari group is after.
(the writer can be contacted at: info@thewinechronicle.com)
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