How did the spritz take over every pub, bar and supermarket this summer? Is it a fad — or is it the result of clever marketing?
While Aperol dates back to 1919, the seeds of its success were planted in 2003, when Campari bought the brand and introduced the aperitivo moment to Germany. But, luckily for them, their bright orange drink coincided with the expanding of Prosecco production.
While the timing couldn’t have been more serendipitous, the Aperol spritz became a victim of its own success. Campari hadn’t just built a brand — they’re introduced a whole new drinking occasion to the market, and competitors soon moved in. Today, drinkers can choose between the Aperol spritz, the Hugo, the limoncello spritz, and even the tequila spritz.
But how that happened is a highly entertaining story, involving a millionaire enclave in Germany, a bored bar tender in northern Italy, and an Australian winemaker who had a run in with the Australian Taxation Office.
Meet Your Hosts:
Lulie Halstead founded and led international consumer research and strategy consultancy Wine Intelligence, and led it to a successful PE exit. Today she is a renowned global beverage alcohol and wine sector specialist, focused on consumer behaviour, strategy, retail and hospitality. An accomplished keynote speaker, she has spoken at more than 70 international events over the past 20 years.
Felicity Carter is an award-winning wine and drinks journalist, editor and content strategist. She led Meininger’s Wine Business International to become the world’s most must-read wine trade magazine, and was founding Executive Editor of The Drop/Pix, which the Wall Street Journal named one of the most trusted sources of wine information. A regular keynote speaker, she was named a 2024 Industry Leader by WineBusiness Monthly. Her Drinks Insider podcast won the 67 Pall Mall Global Wine Communicator Award for Audio.
Chapters
- (00:00:04) - A Question of Drinks
- (00:00:30) - A Question of Drinks
- (00:02:51) - The Spritz
- (00:05:05) - Search for Hugo Spritz Up 694% in a Week
- (00:07:04) - M&S Spritz
- (00:08:16) - The Rise of the Spritz
- (00:09:32) - Spritz
- (00:10:30) - Campari's Aperol and the Prosecco Sp
- (00:15:43) - The Hugo Spritz
- (00:17:27) - Saint Germain and the elderflower liqueur
- (00:18:47) - Aperol Spritz: The
- (00:24:25) - The Sparklit
- (00:25:07) - Spritz and the future of alcohol
- (00:26:36) - Campari's Aperol Spritz: Moderation and Low
- (00:30:40) - Aperol's 'panic' over packaging
- (00:34:36) - What Did You Do During Lockdown?
- (00:35:34) - Family themed nights during the pandemic
- (00:36:40) - The Australian Tax Office
- (00:41:07) - Campari vs Bacardi: The Spritz
- (00:46:43) - Aperol Spritz
- (00:51:30) - How Germans make their spritz
- (00:52:36) - The Limoncello Spritz
- (00:57:09) - Gentian Rudolph on Quality and Drinking
- (00:59:07) - Aperol and Campari: The
- (01:00:51) - What occasion should we own as a podcast?
- (01:01:30) - A Question of Drinks
