Campari Group has put its “largest ever” investment into launching an aperitivo in a new market with the debut of Sarti in the US this week.
The blood orange-infused spirit has been unveiled in the country today (8 September) through brand ‘platform’ Too Pink to Care. The campaign will run between now and Thursday in New York, followed by San Diego.
Marketing activity includes the installation of “oversized mystery pink luggage trunks” in Manhattan, Brooklyn and San Diego, alongside “an activation designed to turn heads and spark conversation”. On Saturday, a Sarti-branded pink boat will also sail along New York’s Hudson and East Rivers.
Sarti joins Aperol, Campari and non-alcoholic mark Crodino in Campari Group’s US aperitivo portfolio. The brand is now available at “select” retailers, bars and restaurants “nationwide”.
“Sarti Spritz’s viral rise reflects a growing appetite for brands that feel bold, expressive and made for the way people connect today,” said Campari America’s head of marketing, Allison Varone. “Sarti, our newest addition, strengthens our spritz portfolio and underscores our continued commitment to the category, which we see as an important area of growth.
“We’re excited to build on its global momentum and introduce American consumers to a spritz that is already inspiring discovery and conversation around the world — while disrupting traditional aperitivo culture with a fresh, playful approach.”
Earlier this year, Italy’s Illva Saronno put “significant media investment” behind a spritz-led activation for its flagship liqueur brand, Disaronno. The Saronno-based company touted the growing consumer appetite for the spritz serve, which it said has “become a year-round staple”.
