Campari Group says ciao to a bigger spritz push in SEA

Campari Group is looking to bring a bigger taste of Italy to Southeast Asia, using masterclasses and hospitality experiences to introduce consumers to the aperitivo ritual as it expands its portfolio in the region.

Singapore will serve as the starting point for the push, with Campari Group hosting a series of masterclasses led by brand ambassador Bystrik Uko, where guests can learn to make spritzes and host their own aperitivo hour. Bars, restaurants and hotels will also play a central role in the regional push, with the group working with hospitality partners on serves, food pairings and aperitivo experiences.

These experiences will be supported by a wider expansion of the group's Italian aperitivo portfolio. Campari Group is introducing four additional Italian names to the region, bringing its spritz line-up to six brands: Aperol, Campari, Sarti, Cynar, Mondoro and alcohol-free aperitif Crodino.

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The move builds on the popularity of Aperol and Campari, with Campari Group looking to establish the wider Italian aperitivo ritual across Southeast Asia rather than focusing on individual serves. Aperitivo traditionally refers to the period before dinner when people gather over drinks and food, with the spritz among its most recognisable serves.

Leading the portfolio expansion is Sarti Rosa, a pink, fruit-forward aperitif that has established a presence across European markets and launched in the US earlier this year. Together, the six brands span bitter, fruity, sparkling and alcohol-free options, allowing Campari Group to cater to different tastes and drinking occasions as it builds the aperitivo occasion in the region.

The timing also comes as global interest in the spritz continues to grow. According to Campari Group, annual Aperol Spritz servings have increased from 60 million to approximately 1.5 billion over the past two decades.

Rather than simply replicating the Italian tradition in Southeast Asia, Campari Group plans to adapt the occasion to local drinking cultures.

“Aperitivo in Asia won't look exactly as it does in Italy. Our role is not to replicate an Italian ritual, but to work with local hospitality partners, chefs, bartenders and hosts to create experiences that are authentic to both the heritage of aperitivo and the cultures of this fascinating region,” said Armando De Paolis, managing director, Asia partnership markets at Campari Group.

“Singapore is where that journey begins,” he added.

For De Paolis, the opportunity also extends beyond the drinks themselves.

“For me, aperitivo goes beyond the drink. It's culture, tradition and heritage. It is one of those rituals that defines the Italian way of life and reflects the importance we place on human connection, that precious hour when you slow down and focus on the people who matter most,” he said.

De Paolis added, “To see a ritual I grew up with embraced so far from home is deeply rewarding. The drinks may be Italian, but the need behind it is universal.”

MARKETING-INTERACTIVE has reached out for more information. 

The latest push follows an Aperol activation in Singapore last month that brought the Italian aperitivo occasion into the workplace. Disguised as a maintenance crew, a live music group staged a surprise takeover of a CBD office at sunset, encouraging workers to close their laptops and reclaim the golden hour.

The activation featured K-pop artist SORN, beatboxer and Asia's Got Talent finalist Neil Llanes, saxophonist Bian Tong and Campari Group brand ambassador Uko, culminating in the reveal of a tower of Aperol Spritzes for office workers.

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