Specialities Brand Champions 2015

SPECIALITIES BRAND CHAMPION 2015: APEROL

Aperol’s ability to capitalise on bitter flavours has helped it to become our latest Specialities Brand Champion

Over the last few years it’s seemed like Aperol’s “orange wave” has turned tidal, with Aperol Spritz stands, pop-ups, bar takeovers and advertising splashing into every major European cocktail market, as well as the States.

Throughout the course of 2014 consumers were told that bitter is the hot new flavour trend, prompting imbibers to embrace drinks like the Negroni, G&T and the Spritz. Combined with its two other ingredients – Prosecco and soda, the Spritz ticks another drinks trend box – the low-cal cocktail. While its home country of Italy still counts for around 50% of sales, the brand is gaining traction in several markets across Europe due to its approachable positioning and grasp of the “occasion-based drinker”. While the UK, Belgium, Switzerland and the Netherlands are all performing well for the Gruppo Campari-owned brand, it’s Austria where Aperol has the highest penetration per capita.

Destocking issues faced by the brand in Germany last year, which were blamed for an overall 4% global decline, have now been resolved. In 2014 Aperol returned to growth once more, adding around 150,000 cases to its volume sales. Stablemate Campari fared almost as well, increasing by 5% itself, which only goes to underline the popularity of bitter flavours and the use of the bitters in both classic and modern cocktails.

Last year’s Specialities Brand Champion, anis brand Ricard, saw volumes dip slightly following its mammoth 23% growth in 2013, while its sister brand, Pastis 51, dropped 12%.

Meanwhile, although the world’s attention was focused on Brazil for the Fifa World Cup last summer, the event did little to boost cachaça’s volumes, with leading brand Cachaça 51 posting a 3% decline, and Pitú reporting a measly 0.3% gain. Perhaps the region’s newfound consumer preference for vodka and brown spirits has taken hold tighter than first thought.

Scroll to the bottom of the page to see the rest of our Brand Champions 2015.