Until 2018, you could label a
Cognac as XO after only six years of ageing, but now the minimum period of maturation is a decade. In reality, this made little difference to most quality-conscious distillers, because they were already ageing their eaux-de-vie for well over 10 years anyway.
Creating these XO styles is the point at which the great
Cognac terroir of Grande and Petite Champagne comes into its own. Those deep, chalky soils help to create a distillate that rewards patience and long years in oak – whether produced by one of the big, multinational-owned Cognac houses, or by a small farm operation using only the fruit of its own vineyards.
Campari Group forms new super-premium division in US 13th May, 2021 by Kate Malczewski
Aperol owner Campari Group has created a new department to grow a selection of super-premium-and-above brands in select US markets.
The new Rare division will aim to scale super-premium brands
Campari’s Rare division will incubate brands across the Cognac, rum, Bourbon, single malt Scotch, white spirits and Champagne categories.
Described as an ‘agile alternative brand equity building laboratory’, Rare will be led by Julka Villa, Campari’s global strategic marketing spirits managing director.
The division will be based in New York City and will operate separately from Campari America. In its first year, it will focus on developing ‘a specific company approach on brand equity building and route-to-market’ in California, Texas and Florida, with plans to scale up in the future.
Campari Group Launches The RARE Division For The Super Premium And Above Spirits Route-To-Market
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NEW YORK In concert with Campari Group’s goal to establish world-class Spirits Brands, the world’s sixth leading spirits company announces the launch of the RARE division. Operating from New York City, this sector will focus on Campari Group’s super-premium and above offering through a new, dedicated interior department. This incubator division, as an agile alternative brand equity building laboratory, will be led by Julka Villa, who will retain her role as Global Strategic Marketing Spirits Managing Director, and will operate distinct from Campari America under the direct aegis of the Group CMO. The RARE division will pilot across an ensemble of brands including Champagne, Cognac, Rum, Bourbon, Single Malt Scotch, and White Spirits.
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