Campari Defends Aperol Amidst Rising Rivals

Campari is escalating its defense of Aperol, the brand that has significantly fueled its recent growth, as an increasing number of imitation spritzes and competing aperitifs enter the rapidly expanding market. In Italy, where competition is most intense, the spirits group has initiated a promotional campaign and a loyalty program for its trusted retail partners.

The global spritz market has seen remarkable growth, with consumption rising to nearly 4 billion servings in 2024 from under 2.5 billion in 2019. To safeguard its position, Campari is rolling out pre-prepared Aperol Spritz kegs more broadly.

Aperol, accounting for approximately 26% of Campari's revenue, is crucial for the company's performance, especially during periods of weakening consumer demand. The group has identified Aperol as a "top priority," dedicating significant advertising and promotional resources to it.

Despite the closely guarded secret recipe of the century-old Aperol bitter, lookalike products are proliferating in European supermarkets, bars, and restaurants. These imitations, often served from taps, can be mistaken for the original by consumers. Campari is combating this with communication campaigns and a loyalty program certifying original Aperol Spritz sales, now active in 2,000 Italian venues.

While Aperol brand sales grew by 1.4% to €785 million last year, the precise impact of these lookalike products remains difficult to quantify. Meanwhile, rival drinks such as the Hugo Spritz, made with elderflower liqueur, are gaining traction on summer menus in the U.S. and U.K.

Campari is also diversifying its aperitif offerings, including Sarti Rosa, to cater to consumer trends favoring lower-alcohol and daytime beverages. Analysts remain optimistic about Campari's position, viewing Aperol and the spritz as nearly inseparable.