Campari’s Commercial Sales Director, Peter White, has been appointed Alternate Director at the Drinks Association.
“It feels like a good opportunity, now that I am closer to the industry, to be able to keep connected, add new perspective and some value,” said White.
The end of December will mark two years since White joined Campari Australia as Commercial Sales Director. His appointment as Alternate Director follows the departure of Marketing Director, Nicole Stanners, from Campari last month.
White’s professional history includes a long period in FMCG: he was with Wrigley for more than 12 years, leaving when it merged with Mars Chocolate and moved to Melbourne. He spent a year with Frucor Suntory before moving to Campari.
“FMCG and the drinks industry are not as different as I thought they would be,” he said, “The drinks industry has developed significantly in the past 5-7 years and has become more focused and sophisticated, concurrent with the commercialisation of customers and suppliers.”
He is impressed by the capability and the diversity of thought in the industry and believes that at the heart of the industry is the passion people have for the business and the brands they represent.
“It is easy to be passionate in this industry which is about togetherness and enjoying one another’s company. It is also unique how we come together with our competitors. There is a camaraderie.”
With regards to the Drinks Association, White sees its role as vital in ensuring that the industry grows, in a united way.
“We need to make sure that we are doing things in the right way and we have to move in the same direction,” he said.
In particular, diversity of thought and leadership need to be a focus. The Drinks Association’s Inclusive Leadership Program, which White participated in last year as a mentor, is an excellent example of this.
In the coming year, Campari will be working to continue to support its on-premise partners after the year that has been. White concedes it will take a while for the industry to be back on its feet and that the next few months are crucial for on-premise businesses.
Campari has undertaken several initiatives like ‘Shaken not broken’ to support the industry through the last 6 months. In September, Campari partnered with charity, Help Out Hospos, for Negroni Week, supporting Australian bars and bartenders affected by the lockdown restrictions and as summer hits, Campari is working with its on-premise partners and bringing “occasion” back to bars for outdoor dining and drinking celebrations.
"The next few years are all about resilience," said White.
“Hopefully we are out of the worst of this and can start rebuilding. It is going to take a while for industry to be back on its feet… What gives me confidence is that all suppliers want to support their on-premise partners.”