Aperol’s Year-Round Strategy: Cheers to ‘Deseasonalization’!

Not Just for Summer, but for Every Season

For many, some drinks are strictly associated with specific seasons. Aperol Spritz, for example, is often considered a “summer cocktail.” However, the Campari Group is determined to change this perception by transforming Aperol into a year-round favorite.

By bringing the bright, zesty Aperol Spritz to winter festivals, ski resorts, and snowy mountains, they’re proving that it’s not just for the beach but also a cozy winter delight. This approach stays true to Aperol’s core identity: vibrant, inviting, and full of life, regardless of the setting.

Brand Consistency: New Settings, Same Essence

What do I love most about Campari’s strategy? Aperol’s essence remains untouched—it’s simply reimagined for different seasonal experiences. Whether it’s the sunny vibes at a beach bar or the warmth of après-ski gatherings, Aperol delivers the same energy, no matter the backdrop.

Marketing Lesson: Be Yourself, Everywhere

This strategy perfectly demonstrates how brands can transition seamlessly between seasons while maintaining their core identity. By taking Aperol to every season, Campari not only builds loyalty but also increases brand visibility.

Final Thoughts

Aperol’s “deseasonalization” strategy shows us that innovation doesn’t always mean drastic changes. Sometimes, it’s about showing up in unexpected places with the same familiar charm.

Cheers! 🧡

By Damla Ardıç