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With non-alcoholic wines and spirits becoming mainstream in the drinks market, Campari America has high hopes for the launch of its Crodino Non-Alcoholic Spritz brand. Crodino comes in 4-packs of 175-ml. bottles with a suggested retail price of $15. Initially, it will be available in California, Texas, Florida, Massachusetts, Illinois, Washington D.C., and Maryland.<\/p>\n\u201cWe\u2019re going to be launching it in all channels and we\u2019re really looking to bring it into all types of accounts across the U.S. A mix of chains, independents, grocery, and obviously restaurants and bars,\u201d Allison Varone, head of marketing at Campari America, tells SND. \u201cWe\u2019re looking to capitalize on the non-alc trend in the U.S. and also on our aperitivo strategy.\u201d<\/p>\n
The plan, says Varone, is a limited launch in 2025 with a wider expansion in 2026 and the potential for other releases\u2014like Crodino Rosso\u2014to come to the U.S. in the future. For the launch, Campari focused on markets where Spritz cocktails overindex. \u201cBy and large, those markets we feel have the highest penetration of Spritz consumers,\u201d she says. \u201cAnd they are where we think we have the best chance of success for a non-alc option.\u201d<\/p>\n
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In the on-premise, Varone sees Crodino as a way to expand Spritz and aperitif occasions. While Campari declined to provide a case projection for the launch, Varone tells SND that the company has high hopes, given the current popularity of both non-alc drinks and RTDs. \u201cWe expect it to be a success and we\u2019re doing it in seven markets to really make sure that we get it right,\u201d she says.<\/p>\n
The brand, according to Varone, is a complement to Campari\u2019s existing aperitivi like Aperol and the company\u2019s namesake brand. She sees runway for Crodino among younger consumers 21-plus who are looking for a non-alcoholic alternative in the Spritz and cocktail spaces. \u201cWe at Campari created the Spritz category and the Spritz occasion, so this is a natural progression for us in terms of bringing a non-alc offering as part of that portfolio,\u201d she says.<\/p>\n
Last week, Campari released Q1 results that showed U.S. sales down 11%, citing market volatility and tariff-related destocking. Aperol, however, continues to grow in the U.S., rising 10% to 604,000 cases last year, according to Impact Databank. Campari Group\u2019s global CEO Simon Hunt will be among the speakers at the 49th Annual Impact Marketing Seminar<\/a> at New York\u2019s Pierre Hotel on October 9.\u2014Shane English<\/em><\/span><\/p>\n<\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"With non-alcoholic wines and spirits becoming mainstream in the drinks market, Campari America has high hopes for the launch of its Crodino Non-Alcoholic Spritz brand. Crodino comes in 4-packs of 175-ml. bottles with a suggested retail price of $15. Initially, it will be available in California, Texas, Florida, Massachusetts, Illinois, Washington D.C., and Maryland. \u201cWe\u2019re […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12029],"tags":[3171,907,1305,1820,10113,16238,9182],"dealstore":[],"offerexpiration":[],"class_list":["post-240842","post","type-post","status-publish","format-standard","hentry","category-alcohol","tag-beer","tag-business","tag-exclusive","tag-news","tag-research","tag-spirits","tag-wine"],"yoast_head":"\n
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