Campari Global Travel Retail has said Aperol is a key strategic focus for the Americas, with distribution growing across South America and the USA.
The company said it had launched several marketing activations in airports, border stores and on cruise ships in the region.
“We are building on the continued global growth and appetite for Aperol,” said Campari Global Travel Retail Regional Director Americas Diego Lord.
“This iconic Italian brand also resonates with several consumer trends, especially the desire for great tasting lower alcohol drinks, as well as the aperitif moment and weekend brunch to share and enjoy with friends.”
Lord noted that in the cruise market Aperol suited a variety of locations and occasions, be it at the pool, in the bar, welcoming cocktails or in the destination Italian restaurants that are a feature of most cruise ships.
“Aperol therefore creates opportunities for our retail customers to increase sales by recruiting new younger consumers, both men and women, looking for drinks to suit a wide range of occasions,” he said.
Campari Global Travel Retail will be taking its own booth for the first time at the Duty Free Show of the Americas in Orlando, which is taking place this week.
The company said whisky was also a key focus for the Americas. Marketing Director Global Travel Retail Charles Roullet commented: “We are partnering with retailers to expand distribution for Glen Grant Single Malt Scotch Whisky to keep pace with growing consumer demand and bring new news to the category.
“As more people discover its delicate and elegant nature and the overall accessibility of the multi-award winning Glen Grant 10yo (pictured right) – voted Best Single Malt for the last six consecutive years in Jim Murray’s Whisky Bible Awards – they are motivated to come back and explore the rest of the prestigious range.”
