Aperol has sent the Campari Group’s stock price soaring more than 360% over the past few years, so it’s hardly surprising that drinks companies are fervently seeking the next Aperol spritz-style sensation.
While sales of the orange wonder are still booming, they slowed a little over summer in the US, leading experts to wonder if Millennials are already looking for their next Insta-worthy fizzy fix.
And it’s still the “apertivo moment” that’s driving sales according to Diageo’s Chief Marketing Officer Ed Pilkington.
He recently told Quartz that the drinks working best are “lightly effervescent” and refreshing. Many also have a lower alcohol content, which dovetails with the current “mindful drinking” trend.
Diageo’s tilt at the market is Ketel One Botanical, a vodka distilled with real botanicals and infused with natural fruit and botanical essences. Made with 100% non-GMO grain, this first-of-its-kind 30% ABV spirit has no carbs, no artificial flavours, no added sugars, no artificial sweeteners and only 73 calories (40% fewer calories than a glass of white wine).
Campari Chief Executive Bob Kunze-Concewitz recently spoke with The Wall Street Journal about trends in the spirits industry, where he noted younger consumers were more open to the more bitter flavours of many of the apertivo drinks.
“Millennials are curious, and their taste buds are more used to bitterness—espresso, coffee, kale, all of these things," he said.
“With that in mind, we have been promoting bitters like Braulio, Cynar and Averna, which are all doing extremely well in the US. We’ve seen that they are used mostly in bars in mixed drinks.”
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