Campari Group has expanded its presence in the global travel retail channel with the opening of a permanent ‘House of Campari’ shop at Milan Malpensa airport.
The outlet, launched this week in partnership with GTR operator Avolta in the airport’s Terminal 1, is the brand owner’s first dedicated ‘house concept’ store in the channel. The 26-square-metre space combines retail, sampling and digital tools that aim to push the flagship Aperol and Campari aperitifs, alongside other brands including Espolòn tequila and Courvoisier cognac.
The site also features an ‘Experiential Bar’ (above), where travellers can sample 3cl negroni serves.
“The concept strengthens our negroni leadership with a setting that pairs authentic local design with digital tools created to drive discovery,” said Campari’s global head of marketing & customer channel marketing for GTR, Biancamaria Sansone.
In August, Campari Group extended its recent marketing campaign for Aperol with an activation at Rome Fiumicino Airport.
