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Aperol makes Asia ambition known at EDC Thailand
Campari Group-owned Aperol has partnered with electronic music festival Electric Daisy Carnival (EDC) Thailand 2025.
EDC is the largest electronic festival in North America, with events also held in Brazil, Mexico and India. The Thailand edition will take place from 17-19 January 2025 in Phuket, marking its debut in the country.
Aperol has previously partnered with music festivals — including Coachella in California and Primavera Sound in Europe – and the Italian aperitif is hoping to make an impact in Asia next year with its chosen cocktail, the Aperol Spritz.
Owner Campari Group believes the sponsorship, which will blend ‘the magic of enjoying music with the Aperol Spritz’, will further the brand’s connection with cultural events and spaces across key markets in Asia.
In its role as official partner, the brand will host an Aperol Spritz Piazza, which draws inspiration from Italy’s ‘vibrant’ piazzas. Described as an ‘orange oasis’ and an ‘unmissable spot to gather with friends and unwind over Spritzes, while taking a break from the main stage’, the area will feature resting areas, pop-up kiosks and photo-worthy elements.
Before the festival kicks off, the brand will also host activations at venues across Phuket, offering exclusive promotions for Spritz fans. Fans can enjoy ‘perfect serves’ of the cocktail and exclusive offers at select venues.
Campari Group is looking to push the Aperol Spritz as the chosen cocktail for any occasion, using cultural events to establish that presence. Aperol is also a partner at the US Open Tennis.
Already a high performer in Europe, Campari saw 15% growth in the brand’s sales in the US for the third quarter of the year.
In April, the firm doubled production capacity for Aperol with a €75m expansion of its Novi Ligure site.
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