From Aperol’s Secret Recipe to Campari’s No-Alcohol Push: Interview with CEO Matteo Fantacchiotti

In a recent visit to the Novi Ligure plant, where a new Aperol production line was inaugurated, CEO Matteo Fantacchiotti of Campari revealed that only five people in the world know the secret recipe for Campari. During the tour of the factory, Fantacchiotti explained that they receive bags with dehydrated herbs labeled “herbs for Campari,” but they do not know which herbs they are or where they come from. The production process begins with the infusion of herbs, alcohol, and water in enormous tanks at the plant in Novi Ligure.

Fantacchiotti also mentioned that there is a growing trend towards low or no alcohol beverages. He stated that their product Crodino is already the number one alcohol-free product in the world, and they are launching it globally to meet this demand. Fantacchiotti believes that in the next ten years, the market for alcohol-free beverages will grow considerably, similar to how the beer market evolved over time.

According to Fantacchiotti, Campari products are already low in alcohol, with Crodino being zero alcohol and made with herbs. They are introducing it as a no-alcohol spritz globally and have high ambitions for its success in this emerging market. This trend towards low or no alcohol beverages presents an opportunity for Campari to meet consumer preferences and expand their product offerings globally.