The Lowdown on Campari’s New Rare Division

Dear Client: Last month, Campari announced the launch of a new division, called Rare, with the goal to unlock and accelerate growth of its super-premium and above portfolio, starting in the US market [see WSD 05-04-2021]. The new division is led by managing director Julka Villa, who will also retain her role as global strategic marketing spirits managing director.  "Consumers have been drinking better, so there's a strong interest from the market regarding general improvement of the experiences and offerings