Campari Group Creates Super-premium Rare Division

The Campari Group has launched a new Rare division.

Based in New York City, this sector focuses on Campari Group’s super-premium and luxury offerings through a new, dedicated interior department.

Rare operates across an ensemble of brands, including champagne, cognac, rum, bourbon, single malt scotch and white spirits. It’s intended as a bespoke business and brand-building model.

Leading this incubator division is Julka Villa, in her role as Global Strategic Marketing Spirits Managing Director. Rare will operate distinct from Campari America under the direct aegis of the Group CMO. Accordingly, Campari established a dedicated marketing and sales team to define and implement a new brand building and commercial strategy for the future of the super-premium and luxury portfolio.

This omni-channel approach focuses on celebrating a “sip of the extraordinary.”

“By developing a new route-to-market architecture for these resilient and dynamic jewels in our portfolio, we aspire to unlock their true potential,” remarks Julka Villa, managing director of Rare. “These are brands rooted in mastery — they represent provenance, artistry, technique and tradition. With a tailored approach, these luxurious expressions will  provide the consumer a passport to excellence.”

The division kicks off in June with the relaunch of the iconic cognac, Bisquit & Dubouché, and later in the year, the group’s first French champagne acquisition, Lallier fine champagne.

“Consumers are drinking less, but they’re drinking more prestigious spirits,” Villa says. ”Cognac for example, is one of those spirits that has paved the way for premiumization across many categories like whisky and rum and is poised for substantial, purposeful growth. An iconic brand like Bisquit & Dubouché, steeped in tradition, is now poised to project an innovative concept of luxury after a complete re-engineering.”

The program launches in the U.S. beginning with a select number of states where the premium-plus and super-premium business is concentrated. In the first year, Rare will concentrate on California, Texas, and Florida, in order to develop a specific company approach on brand equity building and route-to-market for other markets to adopt and implement in the future. 


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