Aperol wants to deseasonalize its consumption and focuses on skiing and winter

Jane Anderson
Jane Anderson
personas bebiendo Aperol en una estación de esquí

In the same way that Magnum does not want its ice creams to be only for the summer, as it already conveyed with its award-winning “Find your summer” campaign, Aperol Nor do you want your drink to be consumed only in the summer period. And the brand is mired in a marketing and communication strategy with which he intends dilute seasonality of the consumption of your spritz cocktail.

Aperol, like many other spirits, is affected by its association with a specific period of the year, either because it is understood to be more conducive to accompanying the search for warmth in winter, or ease in summer. But the brand wants the attributes that are normally assigned to the drink to be present in the minds of users throughout the year.

Aperol’s organic sales growth has grown by 5% globally

The approach, which has been applied for some time, becomes especially relevant in the face of a certain slowdown in the growth that Aperol has experienced in its sales. As stated The Wall Street Journalthe organic growth of global sales has been close to 5% in the first half of the year, compared to the double-digit figures it had been managing in the same period of the previous year.

Specifically, the Aperol consumption has been affected in Italy and France due to the impact of bad weather. These are two markets in which the consumption of the drink occurs especially in bars and restaurants, taking advantage of the good weather. Instead, it has experienced positive growth led by Germany and the United States, as well as other secondary markets, such as Brazil, Mexico, Australia and Greece.

Aperol looks to winter

That is why, although for years it has also encouraged consumption in winter and autumn, Aperol is strengthening its marketing efforts in actions and initiatives beyond summer. As reported by the aforementioned media, Campari Group plans to organize concerts and other events in the Alps during the ski season and increase its presence in the bars of prominent resorts in the United States and Europe.

For a few years now, Aperol has been promoting consumption at home also in winter, as reflected in its publications on social networks. Although to a lesser extent, the brand has invited people to enjoy the drink during the festive season and in social settings, pointing out that it is a good accompaniment all year round.

In recent years, especially in the British market, it has carried out special actions in winter installations. Partnering with local pubs, restaurants and accommodation, it has created branded stays with which he has enhanced the consumption of his drink in winter.

As part of this strategy, Aperol has been advertising and increasing its presence in bars in winter resorts, especially in Europe. However, more recently it has also been promoted on the ski slopes of California, Montana and Wyoming, according to reports The Wall Street Journal. The brand’s intention is to promote this strategy during the coming months.

Summer, the cornerstone of Aperol

All in all, summer will continue to be the cornerstone of your marketing strategy. This has been demonstrated by Aperol during its actions in recent weeks, which include sponsorship, for the fifth consecutive year, of the music festival Spring Sound. There he has once again installed his “Aperol Island of Joy”, where he has offered emerging music and the possibility of enjoying his product.

However, Aperol is also linking itself to other musical, cultural and social events that happen in spring, such as Coachella, in which he has participated on two consecutive occasions. In this festival the brand also opts for a prominent spot within the venue in which it encourages attendees to participate and makes its drink known.

Similarly, sport also plays a prominent role in Aperol’s strategy to deseasonalize consumption and associate with different relevant fields, such as sports. Thus, this year, as well as the previous one, it has acted as sponsor of the US Open tennis, which was held in New York between August 26 and September 8.
As part of the situation, it located its Aperol Spritz Bar on the premises and launched a capsule collection of sportswear.

Aperol’s ambition with all these actions is to become a reference drink, especially for the daytime consumption; and the first choice of consumers when looking for a moment of pleasure, regardless of the time of year. Its strategy seeks to highlight that it is capable of creating a happy and spontaneous atmosphere at all times.