Campari Group pledges to tackle stereotypes – The Spirits Business

Aperol owner Campari Group has become the first Italian member of Unstereotype Alliance, a platform created to eradicate harmful stereotypes.

Campari Group will be the 185th member to join Unstereotype Alliance

Unstereotype Alliance is a thought and action platform with a mission to eliminate harmful stereotypes in both media and advertising content.

The scheme is convened by United Nations (UN) Women, utilising its global reach of 193 member states.

The Italian drinks group has joined 184 other members in its commitment to advance gender equality and empowerment of women with Unstereotype Alliance.

“This collaboration is a further step within our global strategy promoting diversity, equity and inclusion, a real commitment towards Camparistas, our business partners and the communities of the countries where we operate,” said Aldo Davoli, global public affairs and sustainability senior director, Campari Group.

“Partnering with Unstereotype Alliance means having access to unique knowledge sharing, precious learning tools and best practices that will support us pursue this ambitious goal.”

The brand has revealed it will be strengthening its commitment to the UN’s Sustainable Development Goals (SDG) with the move, specifically SDG #5 which concerns gender equality.

Julka Villa, managing director of spirits, Campari Group, said: “Stereotypes are around us, entrenched in everyday life and culture, and when unchallenged they feed discrimination and give a false representation of reality.

“At Campari Group, we aim to build brands that resonate with consumers and reflect, realistically, the multiple dimensions that compose the individual, to foster a more authentic representation of things and do our part to generate positive change.

“We are glad to join Unstereotype Alliance to give our contribution to conceive compelling and balanced advertising, share practices with the other members and learn and progress, stronger, together.”

Recently, Wild Turkey owner Campari Group told The Spirits Business about its optimism for global travel retail as the company expects sales to return to pre-pandemic levels by 2023.

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