Illyquore: Illy Taste, Campari Heart
Milan, 11 June 2008 – A revolution in the coffee liquor category is about to get underway. illycaffè and Gruppo Campari announced today the release of ILLYQUORE, a unique, intense, and totally satisfying new taste, the spirit of the authentic taste of 100% pure illy Arabica.
ILLYQUORE is the new coffee liqueur based on an innovative recipe, the only one on the international market without added aromas and/or colouring. It will be available in Italy from July 2008 and at the beginning of 2009 distribution will be expanded to include other countries.
“The product that sees illycaffè and Gruppo Campari working together” - states Andrea Illy, chairman and CEO of illycaffè - “is an Italian recipe for a coffee liqueur, modified and made unique thanks to the input from two outstanding Made in Italy companies, a guarantee of excellence throughout the world. This exclusive high-end partnership enables all illy taste lovers to enjoy it in a new way, in line with Campari’s style and passion”.
“The meeting between Campari and illycaffè is a perfect combination between two great Italian companies renowned for the quality of their brands at a world-wide level. We believe that the launch of ILLYQUORE in Italy is just the first step enabling us to be present all over the world with an unrivalled offer”, - states Bob Kunze-Concewitz, CEO of Gruppo Campari.
RobilantAssociati has contributed to build the ILLYQUORE identity through the creation of a special design for the bottle and the choice of a distinctive brand name.
ILLYQUORE, 28% alc./vol., can be enjoyed straight or on the rocks, shaken and mixed for cocktails offering a velvety yet clear taste.
It will be available in Italy as of July 2008 both on-trade and off-trade at a recommended retail price of € 12.