Campari Group has launched a pre-prepared Aperol Spritz product and a new loyalty program for bars and restaurants to protect its brand authenticity [1, 2].

The move comes as the company seeks to prevent imitators from using non-genuine orange-colored drinks in place of the official Aperol Spritz [1]. By standardizing the product through pre-made formats and certified partnerships, Campari said it aims to ensure consumers receive the genuine drink regardless of the venue.

As part of this initiative, the company introduced the cocktail in kegs and a canned format [1, 2]. While some distribution of the product has reached bars abroad, the canned version of the Aperol Spritz is debuting in only one country: Italy [2].

To support the rollout, Campari launched a communication campaign warning that not all orange-colored drinks are authentic. The company also established a bar-certification loyalty scheme to incentivize venues to serve the official product [1].

In a related promotional effort, 2,000 bars and restaurants are participating in a 2-for-1 Aperol promotion [3]. This specific deal offers the drinks for £5 [3].

These measures target a growing trend where imitation products fill store shelves and are used by hospitality businesses to mimic the popular cocktail [1]. The combination of pre-mixed supply and certification allows Campari to maintain quality control over the final serve, a challenge previously complicated by varying bar preparations.

“The canned Aperol Spritz is debuting in only one country.”

This strategy signals a shift toward the 'premiumization' and standardization of cocktails in the ready-to-drink (RTD) market. By moving from a multi-ingredient recipe to a pre-made keg and can system, Campari is reducing the risk of brand dilution caused by inferior substitutes. The certification program further locks in B2B loyalty, effectively turning bars into branded ambassadors to secure market share against generic competitors.