By the end of 1990, the Campari Group aims to move the Aperol Spritz to other regions of Italy, traveling from Florence to Rome. During this period Italy was still struggling with the consequences of the 1980s movement to curb alcohol consumption, so Aperol Spritz’s low ABV (maximum 8-10%) implied a perfect match. Sales doubled. The symbology? A modern cocktail, an incarnation of the dolce vita of the 1950s and 1960s, a symbol of abundance and prosperity.
The modern version of the Spritz appears with the birth of the soda, towards the end of the 19th century. And it is also at this time that bitters are born and they begin to be mixed with wine to be consumed before meals.
Journalist: The Aperol Spritz has established itself as one of the most popular drinks in bars and restaurants. Some prepare it with soda, others with champagne or cider. What is the original version?
Caroline Gentile: It’s very simple. A ciborium. A lot of ice. One part prosecco or prosecco-style sparkling wine (we recommend our Cinzano Pro-Spritz), 1 part Aperol, soda splash, 1/2 orange slice and mix. A fresh, bubbly and low-alcohol option that manages to pair with various types of food. Then it is up to each Aperol Lover how they want to enjoy it.
Q.: Aperol is part of the broader category of aperitifs: low-alcohol drinks, which have a tendency to touch bitter. What sets it apart from the rest of its competitors?
GC: One of the main characteristics of the Aperol Spritz is the versatility regarding its moments of consumption, because although it can be consumed at different times of the day (brunch, lunch, evening, aperitif, dinner) due to its low alcohol content, it is also refreshing and easy to drink (because of the bubbles).
Aperol has a sweeter-bitter, smoother and more balanced flavor that other bitters do not have. It has a low alcohol content, and presents that bright orange color (the intensity of the color of the bitters is given by their alcohol content, with the orange ones having a lower alcohol content and the reddish ones having a higher alcohol content). Finally, due to its sweet-bitter taste, it is a cocktail that pairs well with salty things as well as with sweet things.
Q.: The brand has been the protagonist of the summer for years. What is the agenda of actions and activations?
GC: The Aperol District, which took place last weekend in the Martínez area, Buenos Aires province, was the starting point of the Aperol Spritz Season, which lasts until March with outdoor concerts with top-level bands.
Aperol District, the first exclusive Aperol gastronomic circuit in Argentina, and the second globally, since it replicates the model of the one made in its place of origin, Padova, Italy. Meeting points, gastronomic proposals, games, interactive challenges and a closing DJ set throughout the day articulated the proposal, for which Emilio Lamarca street between Eduardo Costa and General Paunero streets was closed, and in which 5 locals also participated gastronomic and renowned chefs such as Julieta Oriolo, Ximena Sáenz and Felicitas Pizarro who taught different recipes ideal for summer. The agenda continues with the Aperol Spritz Live cycle, which starts in Mar del Plata in January, continues in Mendoza, in Bariloche and ends well up in Buenos Aires in March. The line up will be revealed shortly so that all Aperol Lovers can attend, since admission is free, you just have to register.
Q.: How do you see the snack market in Argentina?
GC: In the world, one in four consumers prefers a cocktail. In Argentina, the fashionable drink has marked an average growth of 54.7% per year from 2018 onwards. In recent years we have seen how Aperol went from being an occasional drink to consolidate itself in the usual repertoire of consumers. Since 2018 the brand has grown at an average rate of 54.7%, showing a growth of 77.4% for the year 2021 vs. 2020, according to IWRS’21
What happens in Argentina is nothing more than a reflection of what happens in the world. The Aperol Spritz, the brand’s flagship cocktail, in 2021 managed to position itself in the Drinks International global ranking in sixth place among the best sellers, with the particularity that it is the only cocktail that bears the name of a brand. In Argentina, the Aperol Spritz dethroned the Daiquiri and today is chosen by 67% of consumers in the on trade. It also overtook the caipirinha in Brazil (it is consumed by 72% of Brazilians), and the tequila-based cocktail, Margarita, in Mexico, where it is preferred by 66% of consumers, always according to CGA. Likewise, in the snack market, the accumulated data up to October according to Scentia, an agency that measures consumption in supermarkets and self-service stores, indicates that, in this first half of the year, Aperol is the brand with the highest growth in volume with 21%, well above the growth of the Appetizers categories growing at 1%.
Q.: What is the brand’s strategy to seduce the younger segment, generally oriented towards beer consumption?
GC: According to the CGA study, an increasingly younger audience is leaning towards the consumption of cocktails: 39% between 18 and 34 years old choose them, a percentage 3 times higher than that registered in people over 55 years of age. Social networks are a super relevant channel to attract young adults, according to CGA. In the case of Aperol, the strategy aims to be present on platforms valued by young people: live music, in the open air, in a context of friends and with a proposal for responsible consumption. Also in markets and gastronomic festivals that call for native and natural ingredients, variables that are also highly valued by young audiences. Aperol is an orange thread, which invites us to connect and reconnect with our loved ones, with our closest ties but also helps us to generate new ties, to meet that friend of a friend who later becomes a friend or perhaps If we’re lucky, something else. And at that moment is when a very beautiful, super contagious energy is generated around Aperol, from which it is very difficult to escape, in which the joy of sharing a moment ignites and vibrates.
Source: Ambito
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
