Campari Group has rolled out Take Time to Taste, a global campaign designed to promote a more responsible approach to alcohol consumption. Drawing on recipes for three of its most celebrated cocktails—Aperol Spritz, Americano, and Negroni—the initiative seeks to honor the Italian aperitivo tradition while urging legal-age drinkers to “take the time to savor moments of conviviality, with moderation and responsibility at the forefront.”
The campaign emphasizes quality over quantity, presenting time as a key ingredient in crafting and enjoying cocktails. Accompanying the campaign are practical guidelines for responsible drinking, including pairing alcohol with food, staying hydrated, respecting drink-and-drive regulations, and honoring others’ choices.
“Take Time to Taste underscores our commitment to Mediterranean-inspired drinking habits, where responsibility and sociability go hand in hand with the enjoyment of food,” said Aldo Davoli, Group Head of Global Public Affairs, Communications, and Sustainability at Campari Group. “As a key player in the spirits industry, we strive to foster a culture of quality and responsibility through independent initiatives, partnerships with industry peers, and collaboration with trade associations. Our global responsible drinking strategy, formalized in 2020, aims to engage both Campari enthusiasts and bartenders in advocating for conscious consumption.”
The campaign is live across Campari Group’s social media platforms under the hashtag #TakeTimeToTaste.