Campari Group is rolling out a US holiday marketing campaign for Aperol, pushing the brand as a year-round option.
The activity, called ‘Aperolidays,’ introduces winter-themed activations, merchandise and a limited-edition cocktail kit, with most of the assets focused in New York City. As part of the campaign, Aperol has tapped actress Nina Dobrev for social media content promoting the Aperol Spritz during the end-of-year season.
Aperol’s holiday cocktail kit – sold through Cocktail Courier – includes ingredients for a spritz and branded accessories, and is on sale in selected US states from this week. The brand is also expanding its online merchandise line with winter items, including knitwear, ornaments and drinkware, priced from US$8 to US$80.
“All of this supports the idea that the Aperol Spritz fits every season,” said Campari America’s head of marketing, Allison Varone.
In August, Campari Group kicked off the third outing of Aperol’s marketing tie-up with the US Open tennis tournament.
