Campari’s Aperol has ignited sales of the spritz culture in the U.S. and cemented its brand as a hallmark of aspirational joie de vivre. But the journey to get there wasn’t so effortless. WSJ explains how Campari turned an 107-year-old aperitif into a 21st century icon—and activated fierce competition in the process.
Chapters:
0:00 The Aperol spritz boom
1:00 The history of Aperol
2:18 How Aperol expanded
4:21 Activations at festivals and concerts
5:12 Drinking habits and pop culture relevance
6:29 The competition
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How do the world's most successful companies generate revenue? In this explainer series, we'll dive into the surprising stories behind how businesses work--exploring everything from Costco's "treasure-hunt" model to the economics behind Amazon's AWS.
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