Campari Group has planned to launch a new aperitif Sarti Rosa on the Russian market

Global alcohol producers that continue to operate in the Russian Federation not only support their current business, but also expand their product range in the country. Thus, the Italian Campari Group, which owns the Aperol brand, has planned to launch its new aperitif Sarti Rosa on the Russian market. This is one of the fastest growing alcohol categories, where local players have strengthened their presence. Experts note that the release of new international brands threatens to increase competition.

The Russian division of the Campari Group, Campari Rus LLC, received a declaration of conformity for the Sarti Rosa alcoholic beverage in December 2023, according to data from the Federal Accreditation Agency. Sarti Rosa, 14% ABV and fruity, is a new Campari aperitif released in Italy.

In Germany, the brand was launched in 2023, local media wrote. On the online storefront of the specialized chain Kuhns Sarti Rosa is sold at €17.99 (RUB 1.76 thousand at the Central Bank exchange rate as of January 11) per 0.7 liter bottle versus €14.49 (RUB 1.41 thousand). ) for a bottle of also Campari Aperol, 11% ABV. The head and Russian offices of Campari did not respond to Kommersant.

Global alcohol companies have noticeably reduced their activity in the Russian Federation since the outbreak of hostilities in Ukraine, and the launch of new international brands in the country has not been reported since then. Players such as Diageo (Johnnie Walker, Captain Morgan) and Pernod Ricard (Chivas Regal, Jameson) announced their exit from the market. And Campari Group, headquartered in Milan, announced the cessation of investments and reduction of business, but, like Bacardi (Martini brand), it retains its presence in the Russian Federation.

According to data from market participants available to Kommersant, in January-November 2023, Campari imported 7.01 million liters of alcohol into Russia, which is comparable to last year’s level (7.09 million liters) and more than in the same period in 2021 (6 .24 million l).

Aperitifs are one of the fastest growing alcohol categories in Russia. According to the national retail audit NielsenIQ, in January-November 2023, sales of such drinks grew by 16.1% in volume and by 23.2% in money year-on-year. The category’s organic sales growth rates are second only to gin and vermouth, at 25.5% and 24.9% respectively, according to NielsenIQ.

The head of WineRetail, Alexander Stavtsev, says that the demand for aperitifs is driven by the growing trend for the consumption of cocktails, including at home. The potential for further sales growth is primarily among wine consumers, for whom such drinks can be an alternative or complement, he notes. Director of the strong spirits category at Simple Group, Yuri Surin, says that demand was also fueled by brands such as Martini Fiero and Aperol, having seriously invested in promotion. At Ladoga (Ligare brand), sales of aperitifs in 2023 increased by 35% year-on-year, at Simple – by more than 60%, the companies reported.

The executive director of the Fort wine trading company, Alexander Lipilin, points out that Russian producers have noticeably increased their presence in the segment, including due to the rise in prices of imported aperitifs due to the devaluation of the ruble and rising logistics costs. He doubts that Campari will launch a new brand “loudly” in Russia. Although, according to Mr. Lipilin, in this category advertising is very important, since it requires working with establishments, bartenders, participation in events and festivals, etc., and only then does demand move to the shelves.

Ladoga President Veniamin Grabar notes that international companies, according to their own statements, have serious restrictions on the budget for promotion in Russia. In addition, he says, in a year and a half, local players have mastered the production of drinks in this category. For example, the Abrau-Durso Group of Companies launched its Abrau Mix aperitif in 2023, and the Delasy Aperitive brand is being developed by Alvisa.

Director of CIFRRA Vadim Drobiz, however, notes that a well-known brand gives an advantage to global companies like Campari, which is important for consumers of alcohol, especially in the premium price category. For local alcohol producers, the emergence of new international brands threatens to increase competition, he warns.

Anatoly Kostyrev