Aperol

What Aperol does

Aperol is an Italian aperitivo liqueur brand created in 1919 by the Barbieri brothers in Padua, today operated as a wholly-owned brand within Davide Campari-Milano N.V. (Campari Group), a publicly traded spirits conglomerate listed on the Milan Stock Exchange. The portfolio centers on the original Aperol liqueur (11% ABV, secret recipe of herbs and roots unchanged since 1919) and extends into Aperol Spritz Ready to Serve (pre-mixed with sparkling wine and soda water) and Aperol Spritz To Go (canned RTD format), plus Terrazza Aperol, a flagship experiential venue in Venice. Products are sold in 40+ countries via Campari's wholesale distribution network, on-premise hospitality channels (bars, restaurants, hotels), the brand's own localized e-commerce storefront, and event-specific activations.

The business model is a classic branded-CPG model: revenue is generated through unit sales of bottled and canned beverages to wholesalers, retailers, and on-premise accounts, with retail pricing set by individual resellers rather than the brand. Go-to-market is experiential and event-driven, anchored by recurring festival sponsorships (Coachella as Official Spritz Partner for the 4th consecutive year, Primavera Sound), a multi-market concert tour activation with Hilary Duff (8 US markets, 50 sold-out shows across 7 countries), and celebrity partnerships (Joe Jonas, Nina Dobrev) that amplify the brand's Italian aperitivo lifestyle positioning. Customer segments span adult social/entertaining consumers, hospitality venues seeking high-aperitivo-credibility cocktail SKUs, and entertainment/event partners seeking culturally relevant sponsorships. Brand-level financials are not separately disclosed, rolling up into Campari Group's consolidated reporting.

Name

Aperol

Legal name

Davide Campari-Milano N.V.

Website

https://aperol.com

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Spirits and Liqueurs — Italian Aperitif

NAICS

Distilleries (312140), Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic) (CRADAIAH)

akta.pro secondary industry

Beverage Concentrates, Syrups & Mixers Wholesale (AFAIAGAF)

Keywords

• Italian aperitif liqueur
• Ready-to-drink cocktails
• Spirits and liqueurs
• Aperitivo culture
• Pre-mixed spritz

Headquarters

HQ city

Lombardi

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Alcoholic Beverage Sales: Aperol generates revenue through sales of its core aperitivo liqueur products including Aperol, Aperol Spritz Ready to Serve, and Aperol Spritz To Go. Products are sold through wholesale distribution to retailers, bars, restaurants, and directly to consumers through the brand's website.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Aperol manufactures and markets the iconic Italian aperitif liqueur Aperol, created in 1919 with a secret bittersweet recipe. The product line includes the original Aperol liqueur (11% ABV) in 700ml and 1L bottles, a pre-mixed Aperol Spritz Ready to Serve bottle, and the Aperol Spritz To Go canned format, distributed globally through wholesale, hospitality, and direct-to-consumer channels.

Product overview

Aperol is a portfolio of Italian aperitif beverages and experiences, centered on the original Aperol liqueur (created in 1919) and the signature Aperol Spritz cocktail. The core product line includes the original Aperol liqueur, the pre-mixed Aperol Spritz Ready to Serve, and the newer Aperol Spritz To Go canned format. Complementing the beverage portfolio is Terrazza Aperol, a flagship bar experience in Venice. The products share a unified brand identity centered on Italian aperitivo culture, with the signature bittersweet orange-flavored liqueur as the common ingredient across offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Terrazza Aperol: The quintessential Aperol experience located in the heart of Venice, Italy. An Aperol Bar venue where joy and togetherness are always all-around.

Products and services

• Aperol (Original Italian Aperitif Liqueur) The original Italian aperitif liqueur, 11% ABV, with a bright orange color and unique bittersweet taste from a secret recipe of herbs and roots. Available in 700ml and 1L bottles for consumers of legal drinking age seeking a social aperitif.
• Aperol Spritz Ready to Serve

Quantifiable outcome

• Hilary Duff's 'luck... or something' album debuted at #3 on Billboard 200
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Hilary DuffcoreGTM or Marketing Partner · 27 May 2026Aperol partnered with Hilary Duff as an official sponsor of her 'Lucky Me Tour,' bringing the brand's 'Share the Moment' campaign to life through pre-show experiences in select U.S. cities starting June 21, 2026. The partnership includes Aperol Spritz Day Club events at tour venues and local bars, plus a sweepstakes offering tickets and co-branded merch across eight U.S. markets including Florida, Georgia, Texas, California, Illinois, Tennessee, New York, and Massachusetts. The tour supports Duff's new album 'luck... or something,' which debuted at #3 on Billboard 200.
• Joe JonasminorGTM or Marketing Partner · 11 April 2026Joe Jonas hosted a surprise party at the Aperol Day Club during Coachella festival, where the Aperol brand returned for its fourth year of festival activation. Jonas shared his party philosophy in an interview with Billboard, including his preferred drinks and a curated playlist featuring Kid Cudi's 'Pursuit of Happiness' remix. The article promotes Aperol's festival presence through Jonas's involvement and personal endorsement of the brand.
• Coachella Valley Music and Arts FestivalcoreGTM or Marketing Partner · 26 March 2026Aperol returned to the Coachella Valley Music and Arts Festival for its fourth consecutive year as the Official Spritz Partner, debuting a new Aperol Day Club immersive experience at the heart of the festival grounds.
• Nina DobrevminorGTM or Marketing Partner · 17 November 2025Aperol announced its first-ever 'Aperholidays' campaign to promote its Italian aperitivo culture during the holiday season, including merchandise, seasonal content, and experiences across New York City. The campaign features collaborations with Nina Dobrev and offers limited-edition products and recipes to encourage holiday gatherings.
• Consulate General of Italy (Australia)minorStrategic or Co-development Partner · 11 November 2025The Consulate General of Italy partnered with Aperol Spritz to promote it as the 'Official Taste of Italian Summer' in Australia. The partnership appears to be a promotional effort focused on cultural and beverage branding.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cinzano: Cinzano is an Italian vermouth and sparkling wine brand with a long heritage directly comparable to Aperol's. It competes in the same on-premise aperitivo occasion and overlapping retail channels across European and Latin American markets.
• Campari: Campari is the namesake Italian bitter aperitif from the same parent company (Campari Group). It directly competes with Aperol in the Italian aperitivo category, sharing the on-premise bitter/spritz occasion and overlapping marketing channels.
• Lillet: Lillet is a French aromatized aperitif wine (Pernod Ricard) that competes with Aperol in the pre-dinner aperitif occasion. Both brands target style-conscious adult consumers and rely on heritage storytelling and cocktail culture for positioning.
• Select Aperitivo: Select Aperitivo is a Venetian bitter aperitif (Stock Group) that directly competes with Aperol in the Italian spritz occasion. Both brands are positioned around Italian aperitivo heritage and are commonly consumed in the same 3-2-1 spritz format.
• St-Germain: St-Germain is a French elderflower liqueur (Bacardi-owned) that competes with Aperol in the premium cocktail-ingredient occasion. Both brands monetize through cocktail serves (St-Germain Spritz vs Aperol Spritz) and share a similar heritage-led, lifestyle-driven positioning.
• Cynar: Cynar is an artichoke-based Italian bitter aperitif also owned by Campari Group. It directly competes with Aperol in the on-premise bitter aperitivo occasion and shares parent-company distribution infrastructure — an intra-portfolio peer with the closest distribution overlap.
• Pimm's: Pimm's is a British fruit-based aperitif/cup (Diageo) that competes with Aperol for social, occasion-driven consumption — particularly outdoor events, festivals, and summer gatherings — using a similar mixable-beverage consumption pattern.
• Luxardo: Luxardo is an Italian liqueur and aperitivo producer with overlapping product formats (aperitivo, bitters, liqueurs) and a similar Italian-heritage positioning. It competes with Aperol in the premium aperitivo and craft cocktail channels.
• Martini & Rossi: Martini & Rossi is an iconic Italian vermouth and sparkling wine brand (Bacardi-owned) that competes head-to-head with Aperol in the aperitivo/spritz occasion, particularly in European markets where vermouth-based spritz variants compete for the same consumer.
• Cocchi Americano: Cocchi Americano is an Italian aromatized aperitif wine that directly competes with Aperol in the vermouth/aperitivo category. Both brands target the same pre-dinner cocktail occasion and are commonly featured in craft-cocktail bar programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/aperolspritzuk
• Facebookfacebook.com/aperolspritz.ita
• LinkedInlinkedin.com/company/terrazza-aperol

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aperol