Alibaba Group and Campari Group partner to bring the Italian aperitif to China’s Tmall

Campari Group, leading Italian company and sixth largest player worldwide in the premium spirits industry, has today announced its partnership with Alibaba’s B2C marketplace Tmall – to offer the best of its iconic drinks to Chinese consumers.

Over 570 million active consumers on Tmall will now have the chance to enjoy Campari’s products and live the authentic “Italian aperitif” experience. The rise of a drinking culture at Chinese social gatherings, along with increased disposable income among Millennials and the halving of import duties on spirits to 5% have boosted the opportunities for players like Campari to expand their presence and cultivate brand awareness in China. According to GlobalData the Chinese spirits market is expected to reach over $450 billion by 2021 from $205 billion in 2016.

As Middle­-class consumers in particular become increasingly exposed to branded products and international­-style spirits, they strongly link consumption to lifestyle and heritage values. Anticipating these trends, Campari has been active in China since 2008 and is now making its premium selection of brands, including Aperol, Cinzano, Campari and SKYY Vodka available on its first and only flagship store on a third-party marketplace.

These Italian brands are already familiar to a growing number of Chinese who have travelled to Italy and Milan, the worldwide capital of luxury and fashion, where Campari Group is also headquartered. Here, it’s very common to finish off a day of cultural sightseeing and shopping with a traditional “aperitivo”, enjoying an Aperol Spritz, a Negroni or Americano cocktail. Shoppers on Tmall can now easily relive this unique Italian ritual in China.

“We are very excited to have recently opened our flagship store on Tmall.” said Franco Peroni, managing director Asia-Pacific at Campari Group. “Campari Group has operated in China through a wholly owned subsidiary for over 10 years and, during this time, our brands have enjoyed a steady growth. Today, our SKYY Vodka is the second largest vodka in the market and continues to be appreciated by more and more consumers in China. The recent trend in cocktails and mixology has been embraced by Chinese consumers with many cocktail bars opening in all tier 1 and tier 2 cities in China. We look favourably at this trend and want to encourage consumers and bartenders to experience the best cocktails made with premium authentic brands such as Campari, Aperol, Cinzano, SKYY Vodka, Grand Marnier, Wild Turkey Bourbon and Appleton Estate Rum. We look closely at the growing e-commerce trend in China and we consider Alibaba a strong partner to explore this opportunity.”

“Campari is unlike any other spirits company in the world. It’s synonym of Milan, fashion and design, and it fully represents the Italian way of life” added Rodrigo Cipriani Foresio, managing director Italy, Spain, Portugal and Greece and general manager of Europe Tmall Business Development. “We are extremely delighted to have partnered with Campari to offer our consumers the finest drinks from Campari’s portfolio, and most importantly contributing to spreading the culture of Italian ‘aperitivo’ in China. Alibaba’s collaboration with Campari is further evidence of the positive phase for Italian winemakers and spirits producers in China, where the Italian wines market share has increased to 7%. This shows us there is still work to do, but at the same time the opportunities are huge”.

Campari is also among the over 75 Italian brands that have joined HelloITA, the virtual hub recently launched by Alibaba Group and the Italian Trade Agency to bring the best of “Made in Italy” to China. During the official opening ceremony at Alibaba headquarters on 18th October, guests will raise their glasses of Cinzano and Aperol to celebrate the partnership.