Lower ABV
Aperol’s U.S. sales have multiplied from 9,000 cases in 2010 to 390,000 cases last year, according to Impact Databank figures reported by Shanken News Daily. In the fiscal second quarter, Aperol’s U.S. sales increased by 122.5%, Campari execs said. Aperol Spritz is the most popular cocktail in Italy and No. 6 worldwide, according to Drinks International’s 2022 report.
U.S. growth reflects consumer trends toward lower-alcohol cocktails (Aperol is 11% ABV), bitter taste profiles, and a growing appreciation for “apertivo” culture, helped along by appearances of the Aperol Spritz in TV programs such as “White Lotus.”
“Consumers are looking for sessionable, delicious, fun, beautiful beverages,” Sengara said. “I think we as an organization identified the Aperol Spritz as the main way to bring Aperol to consumers globally, and as we started to do that here [in the U.S.], we saw how it was really playing to other dynamics at the same time, which was the interest in more sessionable, lower-alcohol products and that continues to drive the brand today.”
One thing that helps encourage social media sharing is the elegant appearance of an Aprerol Spritz, which is golden orange and typically served in a balloon wine glass with an orange slice, Sengara said.
from Digital Marketing Education https://ift.tt/gdohJ21
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