The America division of Campari Group is gearing up for this month’s Lollapalooza festival in the US with an on-site activation for Aperol.
‘The Aperol Day Club’ consists of a site built around a dance floor and is located in Cocktail South at the festival in Chicago’s Grant Park. The pop-up will host DJ sets across the four days along with opportunities “to score premium prizes, including branded swag, after-show passes and VIP upgrades”.
Campari Group’s alcohol-free Crodino brand will also feature, in a daily tasting “window” each afternoon, alongside Aperol’s spritz serve.
In the run-up to Lollapalooza, which kicks off on Thursday, 30 July, Campari America is running an online competition across the US for LDA-plus consumers, with a prize of two four-day VIP tickets to the festival.
“It’s incredibly rewarding to introduce music lovers to Aperol’s unmistakable energy,” said Campari America’s head of marketing, Allison Varone. “We can’t wait to foster those unique connections at the Aperol Day Club, toasting with the sparkling spirit of an Aperol Spritz.”
The branded venue made its first appearance in April at Coachella Valley Music & Arts Festival in California. Aperol has been a sponsor of Coachella for the last four years.
