Campari NZ – a bold vision for the future

In January 2025, Campari Group made a strategic commitment into the New Zealand market, acquiring the remaining shares in their JV partner and establishing Campari New Zealand as a fully-owned in-market company.

Drinksbiz talked to Managing Director of Campari New Zealand, Phil Restall, about what the future holds.

What has given Campari the confidence in the NZ market to make this investment now?
Campari Group sees strong potential in the New Zealand market, and this investment reflects the Group’s commitment to long-term brand building, as well as continued investment in people and infrastructure.

Since the beginning of 2025, Campari NZ has delivered strong growth despite broader category headwinds. This momentum has been driven by sharper portfolio prioritisation, focused investment, and deeper alignment with key channels and customers.

With the backing of our global business, a refreshed local leadership team, and a clear strategic plan, Campari NZ is well positioned to continue building the iconic brands that resonate with Kiwi consumers.

What does the Thirsty Camel acquisition mean for the Campari NZ portfolio?
The acquisition has prompted a strategic local review of our overall portfolio. Prior to the acquisition, our range was broad and somewhat fragmented, with a large number of SKUs competing for growth.

As Campari NZ, we have since identified a focused set of priority brands that will drive our business forward. This has allowed us to streamline our portfolio and reduce the total number of SKUs.

As a result, we are now placing greater investment behind fewer, high-potential brands, enhancing our focus and execution.

At this stage, we believe the existing portfolio includes the right brands
to deliver our growth ambitions. Our current priority is to scale these brands, particularly across the on-trade channel, while maintaining strong performance in off-trade.

What does long-term sustainable growth look like for Campari NZ?
Long-term sustainable growth is a key focus for Campari NZ. It’s not just about the strength and performance of our brands, it’s also about how we build enduring channels and customer partnerships, and most importantly, how we support the development and success of our people, our New Zealand “Camparistas”.

Our recent move to a new office in Parnell, Auckland closer to our consumers and on-trade partners has enhanced our ability to collaborate, engage, and stay connected to the market.

We’re also investing in meaningful consumer engagement by creating moments that matter through culturally relevant events and sponsorships.

Campari NZ Managing Director Phil Restall and Matthijs Kramer, Managing Director Campari APAC, officially opening the new Campari New Zealand office in January 2025.

How will the global resources of Campari be used in the NZ market?
We’re in the unique position that we’re able to tap into the history and sophistication of an iconic Italian company and everything that comes with this – fashion, food, design, art, music and most importantly, passion!

We leverage global market research, internal expertise from across the globe along with proven brand building models from other scale markets, and adapt these for the New Zealand market, but in a uniquely Kiwi way.

We are lucky to have access to a full suite of global resources from brand and go-to-market strategies to marketing collateral, partnerships and ambassadors.

We consistently meet with our Global and Regional counterparts to share learnings and successes as a way to continually drive the Campari NZ portfolio forward.

What are Campari NZ’s flagship brands and how will you focus on those?
Campari NZ is proud to lead the market in the Aperitif segment, as well as in both mainstream and premium dark rum. As category leaders, we recognise the responsibility to drive growth and set the standard in these key spirits categories.

Our top priority is Aperol, a globally successful, trend-led brand with strong differentiation and significant untapped potential in New Zealand. Local per capita consumption remains well below that of European markets, highlighting the substantial opportunity for growth.

In the rum category, we are equally proud of our leadership position, anchored by exceptional rums from Jamaica. Appleton Estate, our premium offering, and Coruba, a long-standing Kiwi favourite, are leaders in the dark and gold rum segments.

Our brand strategies, investment approach, and executional plans are all focused on accelerating the performance of these flagship brands and we’re already seeing encouraging signs of momentum in market.

How important is Negroni Week and how will the 2025 event come to life
in New Zealand?
Negroni Week is a cornerstone event for both Campari and the hospitality industry. It provides a valuable opportunity to celebrate and support local bartenders and mixologists, giving them a platform to showcase their unique interpretations of this iconic cocktail.

The event also plays a key role in keeping the Campari brand top of mind for New Zealanders. It allows us to share the rich 100+ year history of the Negroni, paying tribute to Count Negroni and his enduring love for Campari, all while continuing to evolve the drink for modern tastes without losing its legacy.

With over 50 bars participating across the country, Negroni Week has become a fixture on the social calendar and a highlight for the on-trade community.

It’s a moment of creativity, celebration, and connection – where hospitality professionals can express their craft and consumers can rediscover a timeless classic in new ways.

Everyone enjoys an Aperol - Synthony 2025 in Auckland

What are Campari NZ’s key sponsorships and why are they so synergistic?
Campari NZ is committed to building strong connections across the market by fostering meaningful relationships with customers and consumers through the sponsorship of high-profile events such as the ASB Tennis Classic, Synthony, and Negroni Week.

These events are not only important branding platforms, but they are also central to our broader engagement strategy with New Zealand consumers. They allow us to showcase the vibrancy of our brands in dynamic, culturally relevant settings.

Sponsorships and events also provide the perfect stage to bring together
all the elements that define Campari NZ: premium quality, craftsmanship, entertainment, and immersive experiences.

They highlight the special moments in life, like enjoying an Aperol Spritz with friends and family at one of the many exceptional on-trade venues we proudly support across the country.

About Phil Restall - Managing Director Campari NZ
Phil returned to Auckland, his birthplace, in late 2023 after spending 20+ years in Australia. Over that time, he gained extensive commercial and general management experience in consumer-packaged goods, including leading Beam Suntory’s Global Travel Retail business through the challenges of COVID when travel had all but stopped.