How Aperol Built a $900 Million Global Brand Around the Spritz

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This bubbly cocktail has taken over rooftop bars, outdoor restaurants, and your social media feed. It's the Aperol Spritz. Once a regional [music] Italian before dinner liqueur, Aperol is now synonymous with one of the world's most recognizable cocktails. But

Aperol didn't expand like a typical spirits brand. The Campari Group exported a whole ritual from how the drink was made [music] and served to where consumers encountered it. The Aperol Spritz now appears on 65% more [music] US restaurant

and bar menus than it did 4 years ago. And the broader US Spritz category has grown more than 70% over the same period. When you develop a category, you can't trademark a category. You will inevitably create competition. This

newfound success came with a big question. How do you make sure a Spritz in New York looks and tastes like one in Italy? Campari Group's answer, a universal ratio. We call it [music] 3-2-1. So, three parts Prosecco, two

parts Aperol, one splash of soda, and then a garnish of orange. [music] Campari used major cultural events to introduce Aperol to American drinkers. Building branded experiences at festivals like Coachella and Lollapalooza. But drinks brands showing up at festivals

is like the MVP of marketing. Free sampling is a key component. In 2026, the company says it's on track to hand out nearly 100,000 Aperol Spritz samples at major events and activations. It wasn't as if a Spritz never

[music] existed before, but Aperol by creating such a recognizable branded drink [music] enormously developed the category.