A bold premium pack design, the first of its type from the brand, has been launched by Gruppo Campari, inspired by the link between Campari and its birthplace, the Italian city of Milan.

 

Renowned for its creativity in fashion, design, architecture and, of course, the famous red aperitif, Milan and its striking Business Centre in particular is the inspiration for the new, eye-catching travel retail packaging. Housed in a clear Perspex box, the bottle is cantilevered by red plastic pieces set at sharp angles, making for a contemporary set piece that is certain to deliver shelf appeal.

 

Says the brand, ‘The pack represents the perfect balance between the simplicity of the clean and transparent lines and the elegance of the city, symbolized with the unique red colour iconic to Campari.’

 

Launched with Aelia in Paris and Rome late August, the pack has been a great success, particularly in Rome where the release has enhanced the city’s status as one of the best locations of sale for the brand. The exclusive GTR box can now also be found in all major European airports.

 

Andy Holmes, Global Travel Retail Director, Gruppo Campari, says, “We want to celebrate our signature brand in the aperitif category applying a specific and unique package to it in GTR. We took inspiration from the iconic Italian design and we applied it to this special glorifier. It’s elevating and more inspiring than ever, fully representing the passionate character of Campari.”