As the CEO of Campari, Matteo Fantacchiotti has revealed that there is a growing trend towards low or no alcohol beverages. He mentioned that their product Crodino is already the number one alcohol-free product in the world and will be launching it globally to meet this demand. Fantacchiotti believes that in the next ten years, the market for alcohol-free beverages will grow considerably, similar to how the beer market evolved over time.
During a visit inside the factory where a new Aperol production line was inaugurated, Andrea Risti explained that they receive bags with dehydrated herbs labeled “herbs for Campari,” but they do not know which herbs they are or where they come from. The production process begins with the infusion of herbs, alcohol, and water in enormous tanks at the plant in Novi Ligure. Campari has a production cycle of 30 days, while Aperol only takes 6 days to produce.
Fantacchiotti stated that Campari products are already low in alcohol, with Crodino being zero alcohol and made with herbs. They are introducing it as a no-alcohol spritz globally and have high ambitions for its success in this emerging market. This trend towards low or no alcohol beverages presents an opportunity for Campari to meet consumer preferences and expand their product offerings globally.