Italy's liqueur and spirit producer the Campari Group has opened an online flagship store on Alibaba's e-commerce platform Tmall, seeking to tap the growing cocktail and spirits market in China.
According to Tmall, the move is Campari's "first and only flagship store on a third-party marketplace".
The Campari Group controls over 50 brands of iqueurs and spirits. Apart from aperitif brands Campari and Aperol, the group also controls SKYY vodka, Wild Turkey whisky and Grand Marnier liqueur.
China’s major online shopping platforms have in recent years marketed 11th November as “singles’ day” shopping festival. The new Campari online flagship store is set to benefit from the shopping spree which fetched a total sales of RMB168 billion (USD24.3 billion) worth of goods last year.
Franco Peroni, Campari Group's Asia Pacific Managing Director, said Chinese consumers had embraced the recent trend in cocktails and mixology, with many cocktail bars opening in all tier-one and tier-two cities in China.
He added that Campari Group looked favourably at this trend and wanted to encourage consumers and bartenders to experience the cocktails made with Campari’s liqueurs and spirits.
Campari is one of the 75 Italian brands to join HelloITA, a virtual hub recently launched by Alibaba Group and the Italian Trade Agency to bring the best of Italian products to China.
(the writer can be contacted at: DavidMa@thewinechronicle.com)