Responsible marketing and practices 2017
Quality of drinking has a dual meaning for the Group: to create products of excellence combined with a convivial and moderate style of consumption.
For this reason, Campari Gruppo is committed to publicizing messages and models of behaviour associated with the responsible consumption of alcoholic drinks via its communication channels.
Marketing and communications are an important tool through which Campari Group conveys messages and models of behaviour that are always attentive to the responsible consumption of its products. Since 2010, the Group has had a voluntary Code on Commercial Communications to ensure its communications comply with standards of legality, decency, honesty and fair business practices. Every year, the Group monitors the adoption and consequent signing of the Code by all members of the marketing, sales and PR teams, as well as by the external agencies with which it collaborates.
Subscribers to the code on commercial communications in 2017 (%)
Furthermore, the marketing teams of all the Group companies take part in periodic activities and meetings during the year to review the principles of the Code. The Code pays particular attention to the methods of consumption shown in the commercial communication of its products, which always focus on moderation and conviviality.
In order to include all forms of communication, specific guidelines for digital marketing were formalised within the Code as early as 2012; these require, among other things, the inclusion of the Age Affirmation Process on all websites of Campari Group’s alcoholic products, with the aim of restricting access by those under the legal age to consume alcohol. The guidelines also establish regular monitoring of user comments, and the removal of any posts that do not comply with the provisions of the Code. Since 2017, in line with the provisions of the Code, ATL (above the line) ¹ and BTL (below the line) ² communication and the social profiles (i.e. Facebook, Twitter) of our brands have carried messages about responsible consumption (RDM-Responsible Drinking Message). This excludes communication channels relating to the Group’s non-alcoholic products (i.e. Crodino, Crodino Twist, Crodino Spritz):
Existence of an RDM (%)
¹ Above the Line (‘ATL’): large-scale advertising via various media (television, radio, cinema, posters, press, web and social media).
² Below the Line (‘BTL’): communication aimed at certain individuals in specific sales or consumption localities (direct marketing, promotions, events).
To further increase its effectiveness, the Code has established an internal evaluation committee (‘Committee’) made up of representatives of Group Strategic Marketing, Corporate Communications, Corporate Legal and Public Affairs&CSR. The Committee’s activities are aimed at monitoring compliance of above-the-line communication with the guidelines of the Code. In 2017, 54 advertising campaigns were submitted to the internal committee for approval. With regard to marketing and commercial communication activities, including advertising, promotion and sponsorship, no cases of non-compliance occurred that involved legal actions or cease and desist orders. A legal notice was received from the Canadian regulatory agency, AGCO (Alcohol and Gaming Commission of Ontario), due to an advertisement placed by one of our external partners within two hundred metres of a school. Following notification from the local authority, the advertisement in question was immediately removed without any ensuing sanctions. We also voluntarily introduced pregnancy logos and equivalent messages on the packaging/labels of alcoholic brands, with the aim of discouraging the consumption of alcoholic beverages by pregnant women.
Campari Academy is Campari Group’s training school of excellence, founded in 2012 in Sesto San Giovanni (Milan) to offer sector professionals and connoisseurs a high-quality and varied programme about the world of bartending and bar management. The courses offered are divided into different categories based on the training path that attendees decide to follow, but all have one common thread: excellence in drinking. Lessons are held by qualified teachers, international bartenders, cultural and lifestyle experts, and trendsetters. At the end of each course, a certificate is issued certifying the attendee’s participation in the Campari Academy. Besides Italy, Campari Academy is now also present in Spain, Germany and Brazil. Excellence in drinking translates into a broader experience that requires not only a quality product but also an equally excellent service. For bartenders, Campari Group has therefore produced a document, the Responsible Serving Guidelines, aimed at defining in six points the essential guidelines for the responsible serving of alcoholic beverages; this is shared with the participants of all our training courses at our Academy and applied at all our events.
Responsible Serving Guidelines
Visit the website: Campari Academy
Responsible consumption: communications and promotions initiatives
Campari Group continues to promote a culture of quality and responsibility, including via communications projects and actions carried out in collaboration with the main trade associations. These initiatives are aimed at educating consumers in the informed use of our products. The Group is currently a member of 30 trade associations and Social Aspect Organizations in 19 countries, and its managers play a key role in some of these. Campari Group is also a member of SpiritsEurope, the European association of producers of alcoholic beverages, which represents 31 national associations in 24 countries and the 8 main players in the spirits sector. Working together with the most important trade associations and the major industry leaders, and thus addressing a wider audience, Campari Group helps to promote and disseminate responsible behaviour and lifestyles. Also in 2017, initiatives and projects related to the responsible consumption of alcoholic products were carried out in the various markets in which the Group operates.
Campari Academy Truck Tour
Spagna - Menores: ni una gota
Brasile - Sem Excesso
Argentina - #TomemosBuenasMedidas
Sudafrica - iniziative di prevenzione
A company that can reinterpret and enhance tradition is also a sustainable one. In a sector strongly linked to tradition, Campari Group always seeks to develop innovative projects to anticipate consumers’ requirements with quality products. To show that we have been paying attention, we report below some new product innovations in 2017:
In February 2017, the ‘Whiskey Barons Collection’ – a project created to celebrate two brands of bourbon, Bond & Lillard, from the pre-Prohibition period – was unveiled in the US. These high-quality bourbons, which are produced in the oldest distillery in Kentucky, reflect the authenticity of the product and the original packaging. In the same month, the bourbon Wild Turkey Master’s Keep, a limited edition aged for 17 years, was launched on the US market. In December 2017, Wild Turkey Master’s Keep Decades was named the no. 3 whiskey of the year by ‘Whisky Advocate’ magazine. In addition, in August 2017, Wild Turkey ‘Master’s Keep 1894’ was launched exclusively for the Australian market. This is a limited edition Kentucky Straight Bourbon Whiskey, aged in barrels selected personally by Master Distiller Eddie Russell.
In early 2017, the Appleton Estate Joy Anniversary Blend was launched to celebrate the 20th anniversary of Joy Spence as master blender. This limited edition 25-year-old blend, prepared with selected rums, has a balanced taste with subtle oak notes.
Forty Creek Whisky
The tenth limited edition of Forty Creek Whisky, Founders Reserve, was launched in the first quarter of 2017. Created in honour of founder John K. Hall, a charismatic figure in the Canadian whisky industry, this rare whisky is infused with flavours of exotic spices and rich aromas of apricot and orange. In June 2017, the packaging of Forty Creek Confederation Oak Reserve was also redesigned to commemorate the 150th anniversary of Canadian independence. In October, the packaging redesign was also extended to the core whiskies category, Forty Creek Barrel Select and Forty Creek Copper Pot. In the fourth quarter, the eleventh edition of Forty Creek Heritage was launched throughout North America. The product is a unique blend of corn, rye and barley whiskies, aged in American toasted oak barrels, giving it a distinctive flavour.
Cinzano sparkling wine
In 2017, Cinzano, the historic brand from Piedmont, celebrated its 260th anniversary with the launch of Cinzano Cuvée Vintage Alta Langa D.O.C.G. Vintage 2009. The new premium spumante celebrates the artistic heritage, wine-making experience and territory of origin of the brand. Produced under the Alta Langa designation, the classic method par excellence of Piedmont, the spumante is made from Pinot Nero (85%) and Chardonnay (15%) grapes, with a special liqueur d’expedition added at the end. Cinzano Cuvée Vintage Alta Langa D.O.C.G. was awarded the silver medal in the bottle-fermented sparkling wines category at the 2017 International Wine & Spirits Competition (IWSC).