Campari (BIT:CPR) is increasing its investment behind the Aperol brand as competition within the fast-growing spritz category continues to accelerate. With more rival aperitifs and private-label alternatives entering both retail shelves and hospitality venues, the company is focusing on reinforcing brand recognition while expanding its presence in key markets.
Aperol has become Campari’s largest revenue contributor, representing roughly one-quarter of group sales. The brand has remained a major source of growth even as the broader spirits industry has faced softer consumer spending and changing purchasing habits.
Brand Protection Becomes a Strategic Priority
The company is placing greater emphasis on distinguishing authentic Aperol Spritz cocktails from competing orange-coloured alternatives that have become increasingly common in bars, restaurants and supermarkets.
Andrea Neri, Managing Director of House of Aperitivi at Campari, said some consumers are served similar-looking drinks without realising they are not made with Aperol.
“The new development is that, since 2023, some bars and restaurants have begun serving orange-coloured drinks, often from tap, that are not necessarily made with Aperol,” he said, adding that consumers often think they are drinking the original.
To reinforce the brand’s identity, Campari has expanded promotional campaigns across Italy and introduced a loyalty programme that recognises bars and restaurants serving genuine Aperol Spritz cocktails. The initiative already includes around 2,000 participating venues.
The company has also broadened the rollout of ready-to-serve Aperol Spritz kegs, providing hospitality operators with a faster and more consistent way to prepare the drink.
Spritz Category Continues to Expand
Demand for spritz cocktails has risen rapidly over recent years, creating opportunities for established brands as well as new entrants.
According to IWSR data, worldwide spritz consumption increased from fewer than 2.5 billion servings in 2019 to almost 4 billion servings in 2024, making the category one of the strongest growth areas within the global beverage industry.
Campari has identified Aperol as one of its most important strategic brands and continues to prioritise advertising and promotional spending to support long-term growth.
New Rivals Target Consumer Demand
Competition is expanding beyond supermarket private labels. Alternative aperitif-based cocktails, including the Hugo Spritz, have become increasingly popular across Europe and North America, offering consumers different flavour profiles while benefiting from growing interest in lighter, lower-alcohol drinks.
Many Hugo Spritz recipes feature St-Germain elderflower liqueur, while Campari has responded by expanding its own aperitif portfolio with products such as Sarti Rosa, alongside established brands including Campari, Cynar, Crodino and Mondoro.
Neri said consumers continue to embrace aperitif-style drinks and lighter daytime occasions.
“As the category leader, we have worked to expand our spritz portfolio across multiple brands,” he said.
Analysts See Continued Growth Potential
Despite increasing competition, analysts remain optimistic about Campari’s position within the category.
“The fact that there are lookalike products is a sign that Aperol is a very strong brand,” said Sandro Castaldo, professor of marketing at Bocconi University, noting that colour is often the first element copied by imitators.
Market analysts also believe the company’s investment in marketing, distribution and brand protection should help maintain its leadership.
“I don’t see lookalike products representing a threat for now,” AlphaValue analyst Theodore Duval-Segard told Reuters.
“Campari has literally reinvented the spritz. At this point, Aperol and spritz are almost inseparable.”
