Spain is a country of great and good liquors. There is the herbal one, the Galician pomace or its cream, the patxaran or the Catalan ratafría. However, few or almost none have managed to catch on among young people or cover themselves with a halo of modernity and sophistication. , a success story that the neighboring country repeats with its famous vermouth Martini. Giampiero Maggioni, Campari Group Spain marketing director, tells this medium how this firm has managed to make its liquor fashionable.
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When was Aperol born?
Aperol is the perfect result of seven years of work and dedication by brothers Luigi and Silvio Barbieri, who inherited a liqueur company from their father Giuseppe in 1912. In 1919, the city of Padua hosted the first international trade fair to take place in Italy after the First World War and it was the great event chosen by the Barbieri to present their new liquor to the public: Aperol. an effective name, idea of Silvio who was inspired by the French word Apéro (appetizer) after a visit to France.
The original Aperol recipe, which infuses herbs and roots in the right proportion and obtains that characteristic orange color and unique bittersweet taste, has remained unchanged and secret to this day.
Giampiero Maggioni, Marketing Director Campari Group Spain
When does it become fashionable in Italy?
We can say that it became the most famous drink in Italy with the boost that the brand received when it was acquired by the Campari Group, but it was a success almost from the moment of its presentation in 1919 in Padua and, already in 1920, the Barbieri brothers they began to advertise with posters inside and outside the bars. In 1930 it had already become, thanks to its low alcohol content compared to other liquors of the time, the most popular drink among women and athletes.
When was the Aperol Spritz born and why? Is this appetizer created by the brand itself?
There is no certainty of an exact date on which the Aperol Spritz was created, but it is known that the recipe, as we know it today, took shape in the 1950s. It is presumed that its origin is in the ‘Venetian Spritz’, created as a cocktail in the 1920s and inspired by a trend that emerged in the 19th century among the soldiers of the Austrian empire, who lowered the alcoholic content of Venetian wines with a touch of seltzer or carbonated water.
The term ‘Spritz’ seems to come from the Austrian-German word ‘spritzen’, which means to sprinkle, just the gesture of washing down the drink with soda water. It is from 2003, with the Campari Group, that Aperol Spritz became famous, first in northern Italy, and then throughout the world.
How should an Aperol Spritz be taken?
In a wine glass with lots of ice, we combine prosecco and Aperol in equal parts, add a touch of soda and garnish with an orange slice.
When does the international expansion of this drink begin?
In 2003 Campari Group buys Barbero 1891, whose liqueurs include Aperol. It is then that it begins to boost its growth thanks, above all, to the worldwide popularity that Aperol Spritz acquires, being one of the most consumed cocktails in the world, becoming a cultural phenomenon.
When does he arrive in Spain?
Aperol arrives in Spain in 2010, following the Campari Group’s international expansion strategy. But it is since 2014, with the opening of the Campari Spain offices in Barcelona, when the brand begins to gain momentum and very significant growth rates begin to be seen.
What strategy have you followed in Spain – a country with so many liquors – to make this drink fashionable?
Taking advantage of the characteristics of the drink and for the brand to reach its maximum potential, globally we follow a very simple model of growth in three phases, which takes into account the level of maturity of the brand in each specific market. This translates into focusing on experiential events in urban areas in markets with little penetration, deseasonalizing the brand in advanced markets and developing new moments of consumption, such as informal meals away from home, in more developed markets.
In Spain, the first fundamental point has been to communicate Aperol Spritz as a signature drink (unique and original drink), maintaining a very clear focus and never deviating from that focus.
Secondly, clearly define the moments of consumption in which to position the brand, which are the Spanish aperitif and the after work, two moments with strong growth in Spain and that are very well identified with the brand’s own values: sociability , daytime consumption, low-proof consumption and food pairing (pairing with food).
And, lastly, we have very clearly defined the brand’s activation territories, with Street & Food Markets and music festivals that represent the ideal place to connect with our consumers and share experiences with them in the purest Aperol style.
How do you get a trendy drink?
Defining a clear strategy that is relevant to the target in the country in which you want to develop the brand. Ensuring that the strategic vision and execution of brand activities are aligned and consistent and most importantly: staying true to these strategies, maintaining a long-term goal without deviating from it in the short term.
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