Campari® Broadens Global Reach with Refreshed Worldwide Digital Media Strategy

MILAN--(BUSINESS WIRE)--Campari^®, the legendary one-of-a-kind spirit, announced today the launch of their new worldwide digital media strategy. Beginning with a redesigned Web site, Campari will continue their existing consumer awareness platform highlighting bold, unique flavors, distinctive imagery, and Campari’s signature “Red Passion.” In addition, Campari has updated its presence on Facebook and launched an iPhone application to complete the first three elements of its global approach to digital media integration. With a focus on cocktails that span from classic favorites to contemporary creations, this new strategy will be a catalyst to continue the worldwide passion behind the Campari brand.

The updated Campari global Web site (www.campari.com) demonstrates a new look and feel for the consumer-facing portal, with stylish graphics and bold, red images bringing to life the spirit within the brand. Increased user-friendly navigation throughout the site and the integration of social media components complete the dramatic redesign. The new site proved the perfect stage for the recent unveiling of the 2010 Campari calendar featuring international superstar Olga Kurylenko, with all images currently being featured on the site for public viewing. The calendar itself will be printed as a limited-edition piece with only 9,999 copies available worldwide. The US Campari portal (www.campariusa.com) remains unchanged.

With over 23,000 fans, the official global Facebook page for Campari (www.facebook.com/campari) is now a fully integrated portion of the brand’s digital media plan. Campari’s Facebook feed will be used to update Campari enthusiasts about promotions, announcements, recipes and other brand-focused activities. By interacting and engaging with Campari fans around the world, the brand will continue to remain top-of-mind for loyalists while also introducing potential new fans to the bold aperitif. The House of Campari Facebook page (www.facebook.com/houseofcampari) remains the resource for US-specific events and promotions.

Taking Campari into the mobile environment, iShake Red, Campari’s own iPhone application, launched in August to great response. The application provides a live bartending experience with the iconic Campari drinks that everyone knows and loves. A real bartender teaches users how to prepare such drinks as Campari on the Rocks, Negroni, Campari Orange, Americano and Shaken Americano while a beautiful woman rates each performance once she receives the drink. Utilizing the iPhone’s accelerometer, users are able to recreate a real shaking and pouring sensation while creating a virtual cocktail. In addition, the application provides a search function allowing users to find where to purchase Campari around the world via Google Maps (where lawful). iShake Red is available online through the Apple iTunes store.

“Campari has always been known for combining established time-honored traditions with progressive, bold innovation,” said Andrea Conzonato, chief marketing officer, Skyy Spirits, LLC. “Our digital media campaign was created with this in mind, serving to strengthen Campari’s existing fan base, while simultaneously introducing the brand to future enthusiasts worldwide.”

The Campari Web site, Facebook page and iPhone application are all live and available now. For more information, please visit www.campari.com, www.facebook.com/campari and www.itunes.com.

About Campari

Bold, passionate and completely unique, Campari makes a dry and refreshing cocktail that can be enjoyed anytime. Hand-crafted according to the same secret family recipe invented in Italy in 1860, Campari is a unique blend obtained from the infusion of herbs, aromatic plants and fruit. With its distinct color, aroma and flavor, Campari has always been a symbol of passion. Campari’s patronage of the arts reflects the modern spirit of the brand as stylish, distinctive and creative.

About Skyy Spirits, LLC

Skyy Spirits, LLC is the US-based wholly owned subsidiary of Gruppo Campari (Reuters CPRI.MI - Bloomberg CPR IM) and the definitive marketer and distributor of super-premium and luxury spirits brands in North America. Launched in 1992 with the introduction of its flagship brand, SKYY® Vodka, Skyy Spirits has grown exponentially, building a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers and consumers. Skyy Spirits manages Gruppo Campari’s portfolio in the US of such leading brands as SKYY® Vodka, SKYY90®, SKYY Infusions®, Campari®, Wild Turkey® Straight Kentucky Bourbon, American Honey®, Russell’s Reserve®, Cabo Wabo® Tequila, Ouzo 12®, X-Rated® Fusion Liqueur® and Jean-Marc XO Vodka®. Skyy Spirits is also the exclusive US distributor of Cutty Sark® Scotch Whisky, The Glenrothes® Single Malt Scotch Whisky, Bowmore® Islay Single Malt Scotch Whisky, Auchentoshan® Lowland Single Malt Scotch Whisky, Glen Garioch® Highland Single Malt Scotch Whisky, Flor de Caña® Rum, Carolans Irish Cream®, Tullamore Dew Irish Whiskey®, Irish Mist® Liqueur, Midori® Melon Liqueur, ZEN Green Tea Liqueur ^TM, Hibiki® Whisky and The Yamazaki® Single Malt Whisky.

Skyy Spirits was founded and is headquartered in San Francisco, California. More information on the company can be found at www.skyyspirits.com and www.camparigroup.com. Please enjoy Skyy Spirits brands responsibly and in moderation.

About Gruppo Campari

Gruppo Campari is a major player in the global beverage sector, trading in over 190 nations around the world with a leading position in the Italian and Brazilian markets and a strong presence in the USA and Continental Europe. The Group has an extensive portfolio that spans three business segments: spirits, wines and soft drinks. In the spirits segment its internationally renowned brands, such as Campari, SKYY Vodka and Wild Turkey stand out. It also has leading regional brands including Aperol, Cabo Wabo, CampariSoda, Cynar, Glen Grant, Ouzo 12, X-Rated, Zedda Piras and the local Brazilian brands Dreher, Old Eight and Drury’s. Its wine segment boasts the global brand Cinzano, as well as important regional brands including Liebfraumilch, Mondoro, Odessa, Riccadonna, Sella & Mosca and Teruzzi & Puthod. The soft drinks segment comprises the non-alcoholic aperitif Crodino and Lemonsoda as well as its respective line extension dominating the Italian market. The Group employs over 2,000 people. The shares of the parent company, Davide Campari-Milano S.p.A. (Reuters CPRI.MI - Bloomberg CPR IM), are listed on the Italian Stock Exchange. www.camparigroup.com.

Skyy Spirits
Dave Karraker, 415-315-8000
dave.karraker@skyy.com
or
Benson Marketing Group
Sarah Jones, 707-254-1114
jones@bensonmarketing.com