Campari Group, the maker of Aperol, is making its largest-ever investment in an aperitivo launch with the introduction of Sarti in the U.S. market. This new hot-pink aperitif, infused with blood orange, passion fruit, and mango, is designed to be sweeter and more fruit-forward than its predecessors, aiming to attract a new generation of aperitivo drinkers. The company believes Sarti's "bold, expressive" nature and vibrant color will appeal to consumers seeking playful and audacious experiences, expanding on the success of the Aperol Spritz phenomenon.
The launch campaign for Sarti, titled "Too Pink to Care," began on September 8, 2026, in New York and will continue in San Diego. Marketing activities include the installation of "oversized mystery pink luggage trunks" in Manhattan, Brooklyn, and San Diego, and a Sarti-branded pink boat sailing along New York's Hudson and East Rivers on September 12. Campari America's Head of Marketing, Allison Varone, stated that Sarti strengthens their spritz portfolio and underscores their commitment to the category, which they view as an important area of growth.
Sarti joins Aperol, Campari, and the non-alcoholic Crodino in Campari Group's U.S. aperitivo portfolio. The company sees a growing appetite for such brands, with the aperitivo category representing $11 billion annually and expecting 6% growth through 2028. While Aperol has seen significant success, accounting for nearly a third of Campari Group's $3 billion in annual revenue in the first half of 2026, Sarti represents an effort to diversify and innovate within the spritz market, which Campari has effectively cultivated as a recognizable and exportable Italian ritual.
