Spritz sales show no sign of slowing down and the Aperol Spritz – the world’s most Instagrammable drink – continues to lead the category.

Growth strategist Jacob Wargula attributes the brand’s success to three elements: its social media appeal, the rise in mindful drinking and the fact it taps into accessible aspiration.

“For younger consumers, what you drink is increasingly what you broadcast. Aperol’s unmistakable orange hue is inherently photogenic — it performs on Instagram and TikTok before a sip is taken,” he said.

“Ordering a Spritz signals membership in a cosmopolitan, aesthetically aware social tribe, making it as much a lifestyle accessory as a beverage.

“Millennials and Gen Z are the most health-conscious drinking generation on record, actively moderating alcohol intake — but they still want to participate in social rituals. Aperol’s low ABV solves this tension perfectly: it allows for extended socialising, holds its own at a dinner table or rooftop bar, and carries none of the stigma of abstinence. It is the drink of choice for those who want presence without excess.

“Younger consumers are drawn to experiences that feel elevated but aren’t exclusionary. The Aperol Spritz delivers a credible taste of dolce vita — Italian, refined, leisurely — at a price point that doesn’t require a premium income. It democratises sophistication, offering cultural capital at an accessible cost, which is precisely the kind of value exchange that resonates most powerfully with a generation balancing aspiration against economic pressure.​​​​​​​​​​​​​​​​”

Hospitality consultant and former NielsenIQ MD Scott Elliott also pointed to the ease of on-premise serves.

“The spritz works brilliantly for on-trade operators. Three ingredients. Built in the glass. No specialist skill needed and fast to serve even at peak times,” he said.

“The cost structure is also very favourable with the soda and Prosecco dilution, yet the Spritz typically sits in the cocktail price tier. Basically, it looks like a premium cocktail but is operationally one of the easiest drinks on the menu and one of the most profitable. Few serves bring consumer appeal and bar economics together quite so well.”

The rise of Aperol globally has been a slow burn. It was invented by two Italian brothers in 1919 as a means to combat the heat and humidity of the summer months. In the immediate post-war period and in later years, Aperol became hugely popular all over Italy.

But its popularity outside Italy only began to surge about seven years ago when the bright orange aperitif took off on Instagram.

Aperol sales soared even higher in 2023 when it played a starring role in The White Lotus.

Actors were seen sipping Aperol Spritzes throughout the show’s second season via a product placement deal facilitated by influencer marketing, brand entertainment and product placement company BENlabs, which Campari says boosted the sales of Aperol by 50%.

Aperitifs deliver results for Campari

Aperitifs including Aperol, Campari and Crodino made up 44% of total Campari Group sales in 2025. Sales growth was led by the United States, with broad-based growth in other countries of 8%, especially in the UK, Australia, Greece, GTR and the rest of Americas.

APAC sales were up 4% in 2025, supported primarily by outperformance in Australia. Australia was up 7% with accelerating performance in the Q4 peak season supported by double digit growth in Aperol franchise and Espolòn.

Even the home of Aperol, Italy, benefited from winter campaigns that delivered 1% growth.

CEO Simon Hunt said: “We see our portfolio approach in Aperitifs bearing fruit, especially with solid trends in Campari, Crodino, Sarti Rosa, as well as the spirits portfolio. In 2026, we will further support growth via the spread of Aperol on tap during key events in peak season, as well as the launch of new formats for new occasions, such as Campari Spritz, ready to serve.”

Hunt said Aperol was identified as the Group’s “champion and will therefore receive the highest share of A&P investments”.

“As part of this, we already start to implement this strategy in Q4 with the strongest ever holiday activations across the US, the UK, and Italy,” he said.

“As of the beginning of the year, we’re also activating proactively across the slopes of winter locations, as many of you have probably seen. In the UK, white Christmases are overrated as a campaign took over tube station, covered buses and walls across London. It was supported by visibility in key off-premise locations, and we doubled the spend versus the previous year, reaching 92% of spirit drinkers in London alone and 21 million consumers nationally. Connecting Aperol with iconic winter moments at the famous Somerset House ice skating rink in central London.

In the UK this led to 11% top-line growth. In the US, Campari launched its first ever Aperol holidays campaign with Vampire Diaries star and Aperol Spritz fan, Nina Dobrev, at the forefront. Results show 600 million earned media impressions and a 78% increase in Aperol mentions in social media versus the previous December. 

Australian Open a winner for Aperol

In Australia, the Australian Open was a winner for the brand. Aperol returned as the Official Spritz of the Australian Open for the third consecutive year, bringing its century-old Italian heritage and Aperitivo tradition to Melbourne Park.

Campari Group Managing Director, Australia Jacopo Borsa said: “Aperitivo Hour at Terrazza Aperol is more than just a chance to enjoy a refreshing drink, it’s a celebration of connection and culture. Melbourne’s vibrant energy and love for socialising make it the perfect stage for this Italian tradition. 

“As the number one spritz in Italy, Aperol is proud to champion this moment, bringing over a century of heritage and unmistakable Italian flair to every glass. Aperitivo is no longer just a taste of Italy, it’s becoming part of the Australian summer lifestyle. Whether you’re catching up with old friends or meeting new ones, nothing compares to sharing an Aperol Spritz while soaking up the sunshine and atmosphere of the Australian Open.”

New bottle design rolls out

Campari has also introduce the new, refreshed design of the Aperol bottle, which is currently rolling out globally.

The design features a more refined silhouette and a ripped textured on the glass around the bottle’s shoulder, allowing consumers to peak into the orange liquid.

The new look sees a smaller front label and a transparent label on the back, with a guide to Aperol Spritz serves.