Todo un éxito Barra México en San Miguel de Allende

Published June 22nd 2022

This weekend was a great success at Barra Mexico, which took place in the Heritage City of San Miguel de Allende, and one of the most sought-after experiences was that of Campari with its “Mixology House by Campari”.

Mayra Ascencio Sanchez, a representative of the brand, commented that this year Mixology House is a concept that is being launched at Barra Mexico and has different types of distillates, from mezcals, gin, vodka, rum, and liquors, and this concept comes from the vision of making cocktails a mixology project.

“It is one of the most important projects that we are going to have this year in perpetuity where Campari brands are united in a single concept, such as Bulldog, Ancho Reyes, Licor Campari, among others that together make this new concept of Mixology House and will be seen in different channels and events in Mexico,” said Ascencio Sanchez.

He also commented that with this concept you can find a Bulldog Gin which is a gin that has 12 botanicals and premium quality, which has been well accepted by consumers here in Mexico.

“There are Campari liqueurs with which negronis are made, and we can say that there is no Negroni without Campari, there are many versions that we have known and that we ourselves have created, but they all have Campari,” said Mayra.

He commented that they have a unique chile liqueur that is 100 percent Mexican, “Ancho Reyes is a natural and authentic chile liqueur made from ancho and poblano chiles grown in the volcano-enriched soils of Puebla, Mexico. This represents a versatile proposal, which offers an ideal fit for mixology as a base for innovative cocktails”.

He added that this is one of the challenges for the brand since we must teach the consumer how to drink a chili liqueur, even though it is a well-known flavor, suddenly a chili liqueur is complex and not easy to understand, but this gives us a space to understand and educate the consumer on how to mix this liqueur with our gavilan reyes, which is a pigeon style but spicy, it really is a liqueur that you can put in everything.

He concluded by saying that they have other categories such as Mezcal Montelobos, which is literally growing and is one of the most important brands in Mexico, we also have tequila and rum, so Campari has a 360º offer of distillates and liquors at an international level.

This booth was one of the most sought-after in this edition of Barra Mexico, where lovers of good drinking were able to learn about new cocktail experiences.