Campari America takes control of US Aperol distribution

Campari America has assumed control of distributing and marketing its Aperol brand in the US following a “mutual agreement” with previous distributors Palm Bay.

Campari has assumed distribution and marketing control of its Aperol brand following the end of Palm Bay’s tenure

The shift comes five years after Palm Bay assumed distribution responsibilities for the aperitif brand in the US in 2008.

Roy Danis, managing director of Campari America, said that the drinks group was “very pleased to have [Aperol] back in its portfolio following Palm Bay’s tenure with the brand”.

Owned by Milan-based drinks group Gruppo Campari, Aperol was credited with pushing the company’s growth in the UK and Belgium during the announcement of its Q3 results.

Meanwhile, the strength of the US spirits market, which accounts for 21% of the group’s total sales, was the main driver behind Campari’s “strong sales” in 2012.

The drinks group is now attempting to increase the presence of Aperol in the US by marketing the product as a “cocktail staple” and, in particular, as a necessary ingredient in the Aperol Spiritz.

This move follows the good performance of the aperitif in Italy in 2012, prompting the company to claim these results prove the “resiliency of the long aperitifs business which outperformed all other categories”.

“It has been a privilege to have worked on Aperol,” said Mark Taub, president of Palm Bay International. “We are proud of Palm Bay and our distribution partners’ results from all areas of the business to truly grow this special Italian aperitif in the US market.

“We wish Campari America continued success with this wonderful brand.”

Palm Bay will continue to market and distribute other brands in Campari’s US portfolio, including Cinzano.