When it comes to summer, few drinks brands embody the spirit of the season quite like Aperol. As part of the Campari Group, Aperol has consistently proven its ability to dominate the cultural landscape through thoughtful brand activations, strong partnerships, and a steadfast commitment to its iconic serve: the Aperol Spritz.

In a market where every sip must work harder, Aperol sets the standard. Its approach is simple yet effective – creating immersive, joyful experiences that resonate deeply with consumers and make the Spritz synonymous with summer.

STORYTELLING THROUGH ACTIVATION

Aperol’s success begins with a strong understanding of its identity. This is not just a drink; it’s a way of life. Take the "Summer of Spritz" activation at Stazione Novella in Hong Kong. Here, Aperol transformed the venue into a vibrant Aperitivo hub, complete with DJ sessions, bold branding, and perfectly crafted serves. Every detail—from the visual aesthetics to the social atmosphere—was designed to immerse guests in the essence of Aperol.

Similarly, at Manchester’s 20 Stories rooftop, Aperol worked closely with the venue to not just feature but dominate the menu. Paired with a bespoke Aperitivo food offering, the Spritz became more than a cocktail; it became an experience. This thoughtful integration of food and drink highlights how collaborative partnerships can elevate a serve’s profile and drive consumer engagement.

This summer, Aperol also extended its global reach with the Aperol Summer Terrace at Eataly Flatiron in New York City and the Aperol Spritzeria Terrazza Eataly in London. With skyline views, Aperitivo bites, and vibrant orange branding, the activation encapsulates the carefree spirit of summer. With guests enjoying Aperol Spritzes in settings that marry Italian culture with a capital cities cosmopolitan edge, these activations demonstrate Aperol’s ability to translate its core identity into diverse cultural contexts while maintaining consistency.

WHY IT WORKS

Aperol’s dominance is no accident. It’s the result of a carefully crafted strategy that includes:

1. Clarity of Vision: Aperol focuses on a single hero serve, building its entire strategy around the Spritz.

2. Immersive Experiences: From rooftop bars to Aperitivo moments, every activation is designed to be multi-sensory.

3. Collaborative Partnerships: Aperol’s success lies in working closely with venues to deliver seamless experiences.

4. Global Adaptability: Whether in Hong Kong, Manchester, London or New York, Aperol stays true to its identity while adapting to local nuances.

These principles align with our clear Power of the Serve blueprint:

• Choose a classic: Focus on a timeless serve.

• Make it yours: Build a distinct identity.

• Activate with conviction: Deliver bold and memorable campaigns.

• Persistently add value: Enhance the experience through thoughtful touches.

• Easy to make at home: Ensure accessibility for consumers.

• Be patient: Iconic serves take time to build.

WHAT DRINKS BRANDS CAN LEARN FROM APEROL

Aperol’s approach is a masterclass in how drinks brands can capitalise on seasonal opportunities. By investing in bold activations and fostering strong collaborations, Aperol has turned the Spritz into more than a drink – it’s a cultural icon.

At Wonderworks, we’re a creative drinks agency that specialises in helping drinks brands achieve this kind of impact. From ideation to execution, we help brands craft strategies that resonate and stand out in a competitive industry.

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