The inexorable rise of aperitif appreciation – Category Intel

With big brand investment and a growing contingent of challenger products, the aperitif consumption occasion has become a global phenomenon. Is the category enjoying a brief moment in the sun or will its ascendency continue in the long term?Every once in a while, a beverage alcohol category is able to slot perfectly into the contemporary zeitgeist. To do so takes a lot of brand and segment-building labour, but luck also plays a significant role: market conditions and consumer attitudes need to be just right.At this moment in time, the aperitif category is basking in its own shower