Gimme red

LAUNCH

Campari wants recognition.

By and large, you can divide all Indian liquor consumers into two camps. Those who know that it exists, and those who wonder what on earth it is.

We're talking about Campari. So what is it? A premium brand, for sure. And a red coloured alcoholic drink with herbs and fruits in it.

It's a company too. Having just acquired Glen Grant whisky, Old Smuggler rum and Braemer Scotch from Allied Domecq, it wants a part of the Indian spirits market.

According to David Mouchel, regional director, Asia-Pacific, Campari, "The biggest challenge that we face is to educate the customers as well as the trade about Campari."

So it's a red drink with fruits and herbs. What else is it? Although it originated as an aperitif in Europe, it's not just that.

Mouchel says that Campari is a unique drink that can be had anytime between 12 noon till midnight. Above all, it's a statement, and given the clamps on liquor advertising, this part could take the longest to instill.

Pragmatism being the better part of valour, for now Campari would focus on the relatively familiar brown spirits. "Old Smuggler already enjoys a certain brand equity among the Indian audience and we would continue to concentrate our efforts on the brand."

Campari wants the 25-34-year age group to take to its brands. Says Mouchel, "If we want to have loyal customers then we need to attract younger drinkers with a trendy image of the brand."

Surrogate advertising is not part of the plan. "All marketing efforts would be through word-of-mouth and below-the-line efforts.We will organise sampling evenings as often as possible," he says.

These efforts include a deal with Shatbhi Basu, who heads a bartender school, STIR, to stir up interest in Campari cocktails.