Lifestyle – Alibaba Group and Campari Group partner to bring the Italian aperitif to China’s Tmall

The Italian spirits company will make some of its most iconic and sought-after products available to Chinese consumers on Alibaba’s B2C marketplace Tmall

Campari Group, leading Italian company and 6th largest player worldwide in the premium spirits industry, has today announced its partnership with Alibaba’s B2C marketplace Tmall – to offer the best of its iconic drinks to Chinese consumers.

Over 570 million active consumers on Tmall will now have the chance to enjoy Campari’s products and live the authentic “Italian aperitif” experience. The rise of a drinking culture at Chinese social gatherings, along with increased disposable income among Millennials and the halving of import duties on spirits to 5% have boosted the opportunities for players like Campari to expand their presence and cultivate brand awareness in China. According to GlobalData the Chinese spirits market is expected to reach over USD 450 billion by 2021 from USD 205 billion in 2016.

As middle-class consumers in particular become increasingly exposed to branded products and international-style spirits, they strongly link consumption to lifestyle and heritage values. Anticipating these trends, Campari has been active in China since 2008 and is now making its premium selection of brands, including Aperol, Cinzano, Campari and SKYY Vodka available on its first and only flagship store on a third-party marketplace.

These Italian brands are already familiar to a growing number of Chinese who have travelled to Italy and Milan, the worldwide capital of luxury and fashion, where Campari Group is also headquartered. Here, it’s very common to finish off a day of cultural sightseeing and shopping with a traditional “aperitivo”, enjoying an Aperol Spritz, a Negroni or Americano cocktail. Shoppers on Tmall can now easily relive this unique Italian ritual in China.

“We are very excited to have recently opened our flagship store on Tmall.” said Franco Peroni, Managing Director Asia-Pacific at Campari Group. “Campari Group has operated in China through a wholly owned subsidiary for over 10 years and, during this time, our brands have enjoyed a steady growth. Today, our SKYY Vodka is the second largest vodka in the market and continues to be appreciated by more and more consumers in China. The recent trend in cocktails and mixology has been embraced by Chinese consumers with many cocktail bars opening in all tier 1 and tier 2 cities in China. We look favorably at this trend and want to encourage consumers and bartenders to experience the best cocktails made with premium authentic brands such as Campari, Aperol, Cinzano, SKYY Vodka, Grand Marnier, Wild Turkey Bourbon and Appleton Estate Rum. We look closely at the growing e-commerce trend in China and we consider Alibaba a strong partner to explore this opportunity.”

“Campari is unlike any other spirits company in the world. It’s synonym of Milan, fashion and design, and it fully represents the Italian way of life” added Rodrigo Cipriani Foresio, Managing Director Italy, Spain, Portugal and Greece and General Manager of Europe Tmall Business Development. “We are extremely delighted to have partnered with Campari to offer our consumers the finest drinks from Campari’s portfolio, and most importantly contributing to spreading the culture of Italian ‘aperitivo’ in China. Alibaba’s collaboration with Campari is further evidence of the positive phase for Italian winemakers and spirits producers in China, where the Italian wines market share has increased to 7 %. This shows us there is still work to do, but at the same time the opportunities are huge”.

Campari is also among the over 75 Italian brands that have joined HelloITA, the virtual hub recently launched by Alibaba Group and the Italian Trade Agency to bring the best of “Made in Italy” to China. During the official opening ceremony at Alibaba headquarters on 18th October, guests will raise their glasses of Cinzano and Aperol to celebrate the partnership.

Campari Group

Campari Group is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spreading across Global, Regional and Local priorities. Global Priorities, the Group’s key focus, include Aperol, Appleton Estate, Campari, SKYY, Wild Turkey and Grand Marnier. The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas. Campari Group’s growth strategy aims to combine organic growth through strong brand building and external growth via selective acquisitions of brands and businesses.

Headquartered in Milan, Italy, Campari Group owns 18 plants worldwide and has its own distribution network in 20 countries. Campari Group employs approximately 4000 people. The shares of the parent company Davide Campari-Milano S.p.A. (Reuters CPRI.MI – Bloomberg CPR IM) have been listed on the Italian Stock Exchange since 2001.

Please enjoy our brands responsibly.

Alibaba Group

Alibaba Group’s mission is to make it easy to do business anywhere. The company aims to build the future infrastructure of commerce. It envisions that its customers will meet, work and live at Alibaba, and that it will be a company that lasts at least 102 years.



Launched in 2008, Tmall caters to consumers looking for branded products and a premium shopping experience. A large number of international and Chinese brands and retailers have established storefronts on Tmall. According to iResearch, Tmall was China’s largest third-party platform for brands and retailers in terms of gross merchandise value in 2016. Tmall is a business of Alibaba Group.