MILAN (Reuters) – Campari (CPRI.MI) is testing selling Aperol in China as the Italian spirits group looks to its photogenic orange-flavoured aperitif to revive sales hit by the coronavirus pandemic.
Campari CEO Bob Kunze-Concewitz drinks an aperitif with Milan Mayor Beppe Sala at Campari’s brand house Camparino in Milan, Italy November 12, 2019. Picture taken November 12, 2019. REUTERS/Francesca Landini
“The test started a few weeks ago and will last until the first quarter of next year,” CEO Bob Kunze-Concewitz told Reuters on Monday, adding trials were taking place in more than five of China’s biggest cities.
The bright orange aperitif, the main ingredient in the Aperol Spritz cocktail, has driven Campari’s growth in recent years, proving particularly popular among drinkers who post pictures on social media sites.
However, the company’s growth was brought to an abrupt halt in the first quarter of this year by the coronavirus pandemic, with underlying sales falling…
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