Campari UK announces the launch of the Campari Art Pack, a 70cl bottle of Campari, accompanied by a limited-edition poster by renowned avant-garde artist and pioneer of Futurism, Fortunato Depero, in a unique collectable canister. The product will be available in selected stores nationwide for a limited time from September.

Campari has long been committed to the arts and creativity, from working with visionaries such as Depero to create iconic, immediately recognisable advertising through to the present Red Diaries films, produced by acclaimed Italian directors. The brand strives to constantly inspire and challenge consumers, with Campari’s intense, decisive bitter taste and unmistakable red colour providing a unique opportunity for limitless creations.

The Campari Art Pack encourages consumers to embrace their creative side with recipes for two cocktails: the innovative Campari Gin & Tonic and the classic Negroni, the second best-selling cocktail in the world’s best bars[1] . With 50% of consumers who would normally drink cocktails in pubs and bars seeking premium experiences at home since the pandemic[2], this product taps into consumer demand with two delicious, yet easy-to-create Campari cocktails. The Campari Art Pack also meets a growing desire amongst consumers for packaging that has an appealing design[3], with its stylish Fortunato Depero print promising an eye-catching presence on shelf.

Initially available at Waitrose, the Campari Art Pack will then roll out to selected Sainsbury’s and Tesco stores nationwide. With 23% of consumers saying exclusive products would draw them towards a brand[4], Campari UK hopes to help retailers drive sales by creating a premium appeal around the Campari Art Pack and vibrant presence in store.

Nick Williamson, Marketing Director, Campari UK says: We are delighted to have been granted special permission to use artwork by an artist as renowned and central to Campari’s history as Fortunato Depero for these limited-edition Campari Art Packs. We’ve seen consumers seeking more complex and bitter drinks – a desire met by Campari’s unique attributes – and with our eye-catching Art Pack, we look forward to introducing Campari to a new and growing audience. Available in selected stores, this product will be unlike anything else on the shelves, bringing a vibrancy that is synonymous with the Campari brand and offering a covetable collectible for consumers.”

[1] Drinks International – The World’s Best-Selling Classic Cocktails 2020

[2] CGA Cocktail and Mixed Drinks Report – April 2020

[3] Packaging Industry Trends – 2020

[4] WunderThompson, The Future Shopper Report 2020

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