Campari Group launches ‘Take Time to Taste’, a global communication campaign on responsible drinking

Milan, December 10, 2024 – Campari Group announces the global communication campaign ‘Take Time to Taste’, aimed at raising consumer awareness of a responsible approach to alcoholic beverage consumption.

Starting with the recipes of some of its most iconic cocktails - Aperol Spritz, Americano, and Negroni - the Group, some of whose brands are symbols of the Italian aperitivo ritual worldwide, invites consumers of legal drinking age to take the right time to fully enjoy moments of conviviality, prioritizing moderation and responsibility.

With ‘Take Time to Taste’, Campari Group emphasizes the importance of quality over quantity, elevating the concept of time as a fundamental ingredient in every cocktail.

The campaign will also include tips for responsible and moderate drinking, that invite combining the consumption of alcoholic beverages with food, staying hydrated, observing drink&drive rules, and respecting others and their choices.

‘Take Time to Taste confirms our commitment to the consumption of alcoholic beverages inspired by the values of the Mediterranean style, convivial and responsible, always associated with food and moments of sociality’, explains Aldo Davoli, Group Head of Global Public Affairs, Communications and Sustainability at Campari Group. “As a responsible player in the spirit industry, Campari Group promotes a culture of quality and responsibility, which is also expressed through communication projects and initiatives, and training activities promoted independently or in collaboration with other industry companies and major trade associations. For this reason, in 2020, a global responsible drinking strategy was formalized, which, also through the involvement of the same Camparistas and bartenders, raises awareness on a conscious and responsible consumption of our products.’.

The campaign will go live on Campari Group’s official social channels starting December 10, 2024, with the hashtag #taketimetotaste.

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