Campari Group expands spritz portfolio amid global growth

The Campari Group is expanding its Italian aperitivo portfolio in Southeast Asia, introducing four new brands to complement its existing Aperol and Campari offerings. This move aims to capitalize on the growing regional demand for spritz culture, driven by a rising middle class, tourism, and a trend toward mindful drinking.

Global consumption of the Aperol Spritz has seen significant growth, rising from approximately 60 million servings to 1.5 billion annually over the last two decades. According to Campari Group data, these annual servings now exceed the 1.35 billion servings attributed to the Champagne category.

In Italy, the cultural significance of the drink is being celebrated with the Spritz Festival in Morbegno, Valtellina. Scheduled for September 18 and 19, the event serves as a preview for the 2026 Morbegno in Cantina festivities, combining cocktails, local gastronomy, and music.