During a visit to the Novi Ligure plant, where a new Aperol production line was inaugurated, Andrea Risti, responsible for the plant’s operations, revealed that only five people in the world know the recipe for Campari. The herbs used in production are received in bags labeled “herbs for Campari,” but their identity and source remain unknown.
Matteo Fantacchiotti, CEO of Campari, has observed a growing trend towards low or no alcohol beverages. He noted that their product Crodino is already the number one alcohol-free beverage worldwide and they are launching it globally to meet this demand. Fantacchiotti predicts that in the next ten years, the market for alcohol-free beverages will expand significantly, mirroring how the beer market evolved over time.
Fantacchiotti also mentioned 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 hopes 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.