Aperol named Waitrose ‘drink of the year’

Waitrose has named Aperol its “drink of the year” after the brand saw sales increase by 800% in just 12 months.

Britain is embracing the bitter taste of Aperol, according to Waitrose sales

The British supermarket chain has attributed the rise to an increased shopper attraction to “bold, interesting flavours”, although the brand’s sponsorship of Manchester United this year has helped increase visibility.

In its second annual Food and Drink Report 2014, Waitrose highlights lemongrass, ginger, botanicals and bitter flavours as being particularly popular with British consumers.

As such, the group also saw a 26% rise in premium gin in the same period.

The report also highlights the growth of Indian, Japanese, Canadian and Welsh whiskies, which collectively rose 235% in the year.

Waitrose only introduced its first Indian whisky, Amrut Fusion, in June alongside an increased range of American and Japanese whiskies.

At the time, spirits buyer Herchelle Perez Terrado said: “One of the reasons whisky is so popular is the huge amount of variety found between different distilleries, ages and countries – there is always a new variety to try.”

Meanwhile, Waitrose also noted sales of premium Tequila grew 100%, prompting the chain to predict a shift in the way consumers drink Tequila.

Although Aperol volumes declined 4% in 2013, mostly due to destocking in Germany, Andrea Conzonato, chief marketing officer for Gruppo Campari, told The Spirits Business earlier this year: “Aperol is one of our growth engines and not only of the past but for the foreseeable future.”