Speciality Spirits Brand Champion 2021: Ramazzotti

Pernod Ricard-owned Ramazotti noticed constant gross sales in 2020

The speciality spirits sector has witnessed renewed curiosity as shoppers sought to make their very own cocktails at house through the pandemic. In the meantime, the well being and wellbeing pattern has additionally seen drinkers flock to merchandise similar to vermouth and bitters for his or her decrease alcohol content material.

Regardless of a surge in curiosity, it was a tumultuous 12 months for our million‐case sellers, with all manufacturers however one reporting declines in 2020.

This 12 months’s title of Speciality Spirits Model Champion went to Pernod Ricard’s Ramazzotti model, which maintained its gross sales of 1.1 million instances final 12 months.

Alejandro Mazza, Ramazzotti’s world enterprise developer, says: “This outcome comes from the constant efficiency of our bastion Amaro, the superb development of Aperitivo Rosato and, final however not least, the introduction of Ramazzotti Crema.”

Mazza says the launch of Ramazzotti Crema allowed the corporate to enter the “engaging” cream liqueurs section, and the product alone can be near promoting 1m litres.

Moreover, the innovation helped Ramazzotti appeal to new shoppers within the 34‐to‐45 age bracket.

Mazza provides: “The strongest market continues to be Germany, the market during which we launched our Crema Ramazzotti, during which our model consciousness and our consideration is strong and steady. This permits us to have the ability to innovate and all the time look to the long run with confidence and enthusiasm.”

Mazza additionally notes that Aperitivo Rosata is the chief within the aperitivo market in Chile, and has change into a “life-style model in three years”. Within the model’s house market of Italy, the corporate is engaged on new initiatives to provide drinkers a “style of Italian heartiness”.

Mazza additionally sees alternatives within the US, the place the corporate will develop Aperitivo Rosato in coastal areas similar to California and Florida, and distribute Amaro in eating places and cocktail bars within the largest metropolitan areas. Mazza continues: “In Brazil, we’re beginning to incubate Aperitivo Rosato whereas preserving Amaro Ramazzotti blended with the Rama Tonic drink as different.” In the meantime, the model’s sambuca providing additionally “stays a strong cornerstone in Canada”, Mazza provides.

Trying forward, Mazza says the model will “deal with the enlargement and consolidation of Crema, along with the apéritif supply”.

Final 12 months’s Speciality Spirits Model Champion, Jägermeister, witnessed the most important decline among the many million‐case gamers. The model reported an 18.2% lower to 7m instances, its greatest drop in 5 years.

Most of the manufacturers on our record struggled because the essential on‐commerce channel was closed quickly through the pandemic.

In the meantime, Campari Group’s Aperol model noticed its first decline prior to now 5 years, slipping by 7.2% to five.4m instances. Bacardi’s Martini vermouth noticed its volumes tumble by 3.6% after the model returned to development in 2019. Ramazzotti stablemate Ricard anise additionally continued its downward pattern, with a 4.9% drop to 4.1m instances.

Speciality spirits (figures: million 9l-case gross sales)