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
The Economics Of
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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