‘Sunset in a glass’: Aperol on the consistency needed to build its ‘giant’
Aperol has quintupled in growth over the past decade, but the brand is not looking to innovate into new flavours or cocktails, instead choosing to go all-in on delivering its “perfect serve” to consumers.
Many spirits brands pride themselves on the diverse range of drinks their products can be part of, whether that’s served neat or in a wide range of cocktails. However, Aperol is a brand that prides itself on being part of a “perfect serve” of just one drink, an Aperol Spritz.
This single-minded focus on one “giant” has laid the foundations for strong growth for the brand, says Campari Group global head of marketing, Julka Villa. Aperol has quintupled its growth in the last 10 years, according to Campari, and in 2023, it grew sales by 23%.
While the success of Aperol has garnered particular attention over the last few years, this is a brand that Campari has been building for more than 20, since the group acquired it in 2003. Over these two decades, the business has maintained an “obsession” with quality, and with the one signature drink, Villa tells Marketing Week.
