Gruppo Campari is experiencing significant success with its Aperol Spritz cocktail, reporting double-digit growth in US Aperol sales during the first quarter of 2018.
This vibrant, low-alcohol drink, a simple mix of Aperol, prosecco, and club soda, has become a "drink of the summer" by effectively tapping into contemporary consumer trends. Campari America's marketing strategy specifically targeted Millennial and Generation Z drinkers, leveraging the cocktail's distinctive orange color for social media appeal, making it one of the most Instagrammed drinks. The company executed an aggressive campaign, including "experiential events" in trend-setting cities like New York, Los Angeles, and Miami, and pop-up stands at popular festivals.
This push dovetailed with a broader shift in US palates towards more bitter flavors, evidenced by the rise of coffee culture and health foods, as Aperol itself has a bitter profile. Furthermore, its lower alcohol content aligns with a growing European-inspired trend among younger drinkers seeking to enjoy beverages without excessive intoxication.
This strategic alignment and robust marketing have propelled Aperol to third place globally in Drinks International's 2018 Brands Report for best-selling liqueurs, with Campari itself ranking first, underscoring the effectiveness of their brand-building efforts and market penetration.
