An Aperol Spritz is increasingly preferred to beer.
Image: Picture Alliance
Campari boss Kunze-Concewitz believes that beer is increasingly giving way to Aperol Spritz. He also senses that consumers are thirsty for other cocktails. The small company tactically takes over small brands.
BBob Kunze-Concewitz is not exactly popular with brewers. Because the CEO of the Italian beverage group Campari blows the attack on the hops and malt brew. “According to our market research, two thirds of the customers of our Aperol Spritz come from the beer”, says the manager, “and if you know how much beer is drunk, then you see the potential”. Kunze-Concewitz recently invited a small group of journalists to the traditional Camparino Bar in Milan’s Galleria Vittorio Emanuele, which Campari’s founder’s son Davide opened back in 1915. The shiny bottles sparkle in front of the chic Art Nouveau decor.
From here, where there is no sign of a pub or a garden restaurant, should the attack on the beer start? “Indeed,” insists the Campari boss. In British pubs, Aperol Spritz is now the most popular cocktail after gin and tonic. Because Aperol Spritz, like beer, has little alcohol, is refreshing, quenches thirst, but the drink is “served in a beautiful wine glass and is much more visually appealing”.
