Campari Launches Campaign to Protect Aperol Spritz from Imitators and Competitors
Campari, the alcoholic beverage producer, is taking active measures to protect its Aperol brand, which has been a key growth driver in recent years, from imitators and competitors. According to Reuters, these efforts include launching a promotional campaign and offering incentives to selected retailers in Italy, as well as expanding the distribution of ready-to-drink Aperol Spritz kegs. The goal is to maintain Aperol's leading position in the global spritz market.
Research from IWSR shows that global consumption of Aperol Spritz surged to nearly 4 billion glasses in 2024, up from less than 2.5 billion in 2019. Aperol is Campari's most profitable brand, accounting for 26% of its revenue, with sales reaching 785 million euros (897 million USD) last year. These sales helped the company offset the overall market slowdown in 2023. In November, Campari announced efficiency plans emphasizing that the orange aperitif remains a top priority and will be the focus of upcoming advertising and promotional activities.
Aperol Bitter, a drink over a century old and the main ingredient in the popular Aperol Spritz cocktail, has a closely guarded recipe. However, this secrecy has not stopped competitors from launching similar products, such as Hugo Spritz, which is based on elderflower syrup or liqueur and Prosecco, gaining popularity in the US and UK this summer. Additionally, supermarket bottles resembling Aperol are sold at prices up to 30% lower than the original.
Andrea Neri, a senior Campari executive, noted that since 2023, some bars and restaurants have started serving orange-colored drinks from kegs that are not necessarily made with Aperol, leading consumers to mistakenly believe they are drinking the original. In response, Campari launched a campaign in Italy, its most competitive home market, to clarify that not all orange-colored drinks are genuine Aperol Spritz. The company also introduced a loyalty program for bars and restaurants that guarantees the sale of the original cocktail, currently covering 2,000 businesses in Italy.
Analysts suggest Campari should continue benefiting from the spritz trend it helped create. Theodore Duval-Segard, an analyst at AlphaValue, told Reuters that he does not currently see similar products as a threat, stating, "Campari reinvented the spritz in every sense. At this point, Aperol and spritz are almost inseparable."
