Aperol has built a $900 million global brand by single-mindedly focusing on its signature drink, the Aperol Spritz. Despite many spirits brands diversifying their product use, Aperol has embraced a "perfect serve" strategy for just one cocktail. This focused approach has been instrumental in its growth, with Campari Group, Aperol's owner, reporting a quintupling of growth in the last decade and a 23% increase in sales in 2023.
Campari Group acquired Aperol in 2003 and has since maintained an "obsession" with quality and consistency for the Aperol Spritz. This long-term strategy, spanning over two decades, has laid the groundwork for the brand's current success. The simple, low-alcohol recipe (3 parts Prosecco, 2 parts Aperol, 1 part soda) has been key to its widespread adoption, making it easy for both bars and consumers at home to prepare. This has helped Aperol Spritz become the eighth most consumed cocktail globally.
Originally, the Novi Ligure plant produced about 30 million bottles when Campari acquired Aperol. By 2023, production soared to 360 million bottles, a 12-fold increase, making Aperol the best-selling product globally for Campari. A new production line was inaugurated, projected to increase bottle count by another 30%. While Italy and Germany were the initial key markets, three-quarters of bottles now go to six markets: Italy, Germany, Austria, the USA, the UK, and France, with the US ranking third. Campari aims for further expansion in Southeast Asia and China.
However, this success has attracted copycat products and rival aperitifs, especially in Italy, where competition is fierce. Campari is actively defending its brand by launching promotional campaigns, a loyalty program for trusted retailers, and rolling out pre-prepared Aperol Spritz kegs. The company spent approximately $547 million on advertising and promotions last year, equivalent to 17.9% of net sales, to combat lookalikes and maintain brand integrity. Aperol sales grew by 1.4% globally last year to $785 million, and Campari sees the presence of imitators as a sign of Aperol's strength and market leadership.
