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Aperol’s Global Success Driven by Massive Marketing Campaign

Bright orange cocktails and changing trends have led to the global expansion of this Italian aperitif.

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Although the official end of summer is just around the corner, the searing heatwave stretching across the U.S. is keeping the season alive a little longer. Few things are finer than a cold drink on hot days like these, and that’s exactly what the marketing minds behind Aperol have been saying for years. This bitter Italian aperitif went from a regional favorite to a worldwide hit thanks to a campaign showcasing the brilliant orange color of the Aperol Spritz, a low-alcohol cocktail that’s more refreshing than intoxicating. The video above explains Aperol’s 107-year history, from its humble origins in Italy to its recent global advertising push.

Questions:

  1. What are some marketing strategies that Aperol used to expand around the world?

  2. How have current drinking trends driven the global popularity of Aperol?