Campari fights back against Aperol imitations and bets on kegs and certifications

Growing competition from imitations

Consumers frequently mistakenly assume they are drinking the original Aperol when served such orange-colored spritz variations, according to Campari. A bottle of the original Aperol costs around ten euros, while copycat products in supermarkets are sometimes offered 30 to 40 percent cheaper. The price difference is a key driver behind the spread of imitations.

Aperol is Campari's most important revenue driver, contributing around 26 percent of earnings. Last year, global Aperol revenue grew by 1.4 percent to 785 million euros. The Aperol Bitter brand, the main ingredient of the cocktail of the same name, has been produced for over 100 years according to a closely guarded recipe.

Aperol as an economic powerhouse

The market for spritz drinks is meanwhile growing rapidly: according to calculations by market research firm IWSR, global consumption of spritz drinks rose from fewer than 2.5 billion glasses in 2019 to almost 4 billion glasses in 2024. Campari is benefiting from this trend but is simultaneously facing a growing number of imitations and alternative aperitifs.

Alongside classic copycat products, Hugo Spritz is also gaining in popularity – a lighter drink made with elderflower syrup and Prosecco. Campari is seeking to participate in the trend toward lower-alcohol beverages and broaden its portfolio with new products such as the pink aperitif Sarti Rosa.

Strategy against the free riders

In Italy, Campari has already launched an advertising campaign and a loyalty program to defend its market position at home. The group is now expanding its protective measures to additional markets with Aperol Spritz kegs and a certification program for restaurants. This is intended to ensure that the on-trade actually serves original Aperol.

Analyst views brand as robust

Theodore Duval-Segard, an analyst at AlphaValue, currently sees no acute threat to Aperol's market position from copycat products. He told the news agency Reuters: "Ich sehe in Nachahmerprodukten derzeit keine Bedrohung." At the same time, he stressed the brand's strong position: "Campari hat den Spritz buchstäblich neu erfunden. Inzwischen sind Aperol und Spritz fast untrennbar."

Overall, Campari is pursuing a dual strategy: with the certification program and the new kegs, the group aims to safeguard the quality and authenticity of the original in the on-trade, while new products such as Sarti Rosa are designed to open up additional growth areas in the booming aperitif market.