Palm Bay Targets Ready-To-Serve Space With Cipriani Brand
Palm Bay International is expecting big things this year from its partnership with Cipriani Drinks, the beverage alcohol division of the Cipriani empire, which also includes restaurants, hotels, lounges, residences, and event venues around the world. The Italian company got its start with the legendary Harry’s Bar in Venice, founded by Giuseppe Cipriani in 1931. Today, Cipriani Drinks is led by Giuseppe’s great-grandson Tommaso Casara as CEO. Palm Bay began handling the Cipriani Drinks lineup in the U.S. last year, and has seen fast growth out of the gate, led by the brand’s ready-to-serve Bellini.
“The response from the trade has been overwhelmingly positive, reaffirming the strength of this collaboration and the potential of Cipriani Bellini becoming a premium leader in the RTD/RTS space,” Palm Bay CEO Marc Taub told SND. “We’re kicking off 2025 strong, launching exciting new partnerships this spring with Kroger, Target, and Albertsons, as well as our ongoing business with Total Wine & More. We expect more major chains to pick up Cipriani Bellini in 2025.”
The Cipriani Bellini is a mix of 20% white peach puree and 80% Prosecco, adhering to the recipe created at Harry’s Bar in 1948. Palm Bay notes that it dovetails with the trend toward lower-alcohol cocktails at 5.5% abv, retailing at $20 a 750-ml. and $8 a 200-ml. The Bellini is projected to reach 45,000 to 55,000 cases in the U.S. this year, boosted by expanding retail placements.
“We began working with Palm Bay last April, and within six months there was a lot of expansion, even at a moment when the market is under pressure,” Casara told SND in an interview at Casa Cipriani, the luxury hotel, club, and event space based in the Battery Maritime Building in lower Manhattan. “Retailers are very conscious about where they choose to invest, but ready-to-drink is growing, and we’ve been able to gain the trust of the customer.”
While the Bellini is the tip of the spear for the Cipriani drinks portfolio in the U.S., the range also includes a Prosecco ($20), a London Dry Gin ($37), and an Amaro 7-Parti ($37). “The strategy is clear,” said Casara. “We’re penetrating the market with the Bellini and gaining an audience with the customer, and then we’ll try to bring along the other products.”
Looking ahead, Palm Bay and Cipriani expect the brand to benefit from the growth in wine-based cocktails and peach-flavored drinks, which have been rising at double-digit rates off-premise over the past year. Leveraging the Cipriani group’s global reputation is also a way to open new doors for the portfolio. “It’s our duty now to continue reaching buyers and telling our story,” said Casara.—Daniel Marsteller
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