APERITIVO CULTURE & CAMPARI’S GLOBAL INFLUENCE

Aperitivo is an integral part of Italian culture, a social tradition where people gather before dinner to enjoy drinks and small bites. While rooted in Italy’s heritage, this beloved custom has evolved into a global phenomenon, with drinks brands like Aperol and Campari playing a central role in shaping the modern Aperitivo experience worldwide.

As a London-based drinks marketing agency, we’re constantly exploring how global drinks bring to life their brand activations. Recently, our team visited two standout activations and partnerships from Campari Group’s iconic portfolio: Aperol’s branded bar at the O2 and Campari’s immersive experience at The Alchemist.

APEROL: SUMMER SPIRIT, NOW YEAR-ROUND

Aperol has successfully branded itself as the drink of summer, synonymous with connection, fun, and togetherness. However, its recent efforts signal a shift toward positioning itself as a lifestyle brand for all seasons. Through high-energy activations at global events like Primavera Sound, The US Open, and their vibrant “Aperidisco” pop-up at London’s Royal Albert Docks, Aperol continues to drive engagement and relevance. The brand’s newly announced role as the official spritz partner of Coachella 2025 further cements this image, offering fans the chance to win an all-expenses-paid trip to the festival.

Beyond beverages, Aperol is is positioning itself as not only a drinks brand but also a lifestyle brand , from their  winter collection made for the slopes or your hostess with the mostest must haves. These initiatives expand its footprint beyond summer and beyond the glass.

A recent visit to the Aperol-branded bar at the O2 highlighted how the brand brings its message to life. Bathed in Aperol’s signature orange, the bar invites concertgoers and culture enthusiasts to connect over an Aperol Spritz or a non-alcoholic Crodino Spritz. This activation aligns with Aperol’s messaging: “enjoy the moment” and “creating memories since 1919.” Julka Villa, Campari Group’s Global Head of Marketing, emphasises that consistency is key, and this space is a perfect example of how the brand’s values are translated into real-world experiences.

WHY IT WORKS FOR APEROL:

-        It aligns seamlessly with a venue that unites thousands to celebrate music, art, and culture
-        It increases visibility and exposure, reaching a broader consumer base
-        It transcends seasonal boundaries, focusing instead on creating timeless experiences

Aperol is now looking to expand beyond its seasonal association with the brand continuing to embody its core message of bringing people together, no matter the season. By tapping into shared moments and experiences such as the Aperol O2 bar, rather than limiting itself to specific months of the year, Aperol solidifies its place as the drink for all occasions, whether basking in the sun, dancing the night away, or après-skiing with friends.

CAMPARI: TIMELESS ELEGANCE REIMAGINED

Now onto the more refined older sibling, Campari, the bold red Italian spirit at the heart of classic cocktails. The recent cocktail renaissance amplified by viral hits like the ‘Negroni Sbagliato’ has reignited interest in the brand, with searches up over 5,000%, demonstrating that Campari secures its place in modern cocktail culture, ensuring the brand is being kept top of mind and further increasing its exposure.

Campari’s latest activation at The Alchemist Monument in London embraces its heritage while innovating for modern day consumers. Inside the venue, Campari’s branding is front and center—from glowing red lights and velvet stools to design elements like ribbed mirrors echoing the bottle’s silhouette. It’s an immersive, sensory-driven experience that celebrates both the craft and the culture behind the drink.

Subtle details, such as branded vintage soda siphons and mini barrels for their Barrel-Aged Negroni offer subtle nods to Campari’s storied past while showcasing its creative strategy and quality.

WHY IT WORKS FOR CAMPARI:

-        The activation elevates Campari as a timeless classic, showcasing its Italian heritage and versatility to a wider audience.
 -        Partnering with a creative institution like The Alchemist allows Campari to communicate its passion and innovation in a refined setting.
 -        The immersive experience enhances the aperitif moment, inviting guests to incorporate Campari into their own personal stories and create lasting memories.

AT THE HEART OF IT ALL:

Both Aperol and Campari share a strategic focus on creating spaces that foster connection, each in its own unique way. Aperol’s vibrant and youthful presence at The O2 gives off an energy that invites consumers to form memories together in a lively, communal environment. Meanwhile, Campari’s refined and passionate brand activation at The Alchemist offers an intimate, elevated experience, positioning the brand as a timeless symbol of quality and elegance. These strategic activations showcase how powerful a well thought out brand activation can be in communicating to a broader audience what is at the heart of your brand.

Ready to Transform Your Brand Experience?

If this has sparked ideas for your next big brand activation, we’d love to help. At Wonderworks, we’re committed to helping drinks brands uncover their wonder and create meaningful connections with their audiences. Let’s make your brand world unforgettable.