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Brand Champion

Speciality Spirits Brand Champion 2017: Aperol

It started with a Spritz: Aperol’s volume sales are soaring

2016 has been a successful year for Aperol, as the Gruppo Campari brand saw high­-double­-digit growth in its full­-year results thanks to “continued brand building” and new activations.

The brand also enjoyed success in its first­-quarter 2017 results, driven by sustained growth in the brand’s core markets of Italy, Germany and Austria, and a “very strong” double­-digit performance in new markets such as the US.
The brand boasts “very strong momentum” in high-­potential countries such as the US, Canada, Brazil, Argentina, Chile, Australia, Russia, Czech Republic, France, the UK, Spain and Greece.

Gruppo Campari CEO Bob Kunze­-Concewitz highlighted a three­-phase model to build growth – a focus on on­-premise seeding and experiential events in potential markets, deseasonalisation and leveraging “new usage occasions”.

“In each phase and location, we focus on spreading the contagious joy of Aperol and the orange wave through innovative experiential events,” said Concewitz.

At the start of 2017, the brand announced a key sponsorship with tennis tournament the Australian Open, with an exclusive Club Aperol area within the venue.

Looking ahead, Concewitz added: “I can assure you that we will continue to drive Aperol’s growth in stabilised markets, while expanding into new geographies and entering new consumption moments.”

See the adjacent column to discover the spirits that sold more than 1m cases last year, as well as The Brand Champions 2017 of each individual category.

Speciality spirits (Figures: million 9l case sales)

BRAND OWNER 2012 2013 2014 2015 2016 %+/­-
Ricard Pernod Ricard 3.94 4.84 4.77 4.62 4.77 3.25%
Jägermeister Mast­Jägermeister 6.90 7.20 6.80 6.90 7.10 2.90%
Aperol Gruppo Campari 2.55 2.55 2.70 2.95 3.40 15.25%
Campari Gruppo Campari 2.85 2.95 3.10 3.15 3.28 4.13%
Amaro Ramazzotti Pernod Ricard 1.11 1.31 1.15 1.25 1.22 -2.40%
Martini Vermouth Bacardi 11.67 10.81 9.94 9.37 8.88 -5.23%

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