ニューヨーク・タイムズのインスタグラム(nytimes) - 7月19日 10時11分

There’s a reason you’re drinking so many Aperol spritzes this year: @campariofficial marketing. “We saw there was a growing interest in Aperol in the U.S., especially at summer events and destinations,” said Melanie Batchelor, the vice president of marketing at Campari America. “We invested behind that.” The plan was a savvy one: It started with a flurry of Aperol spritz booths that were installed at popular summertime events on the east and west coasts. That the drink is an attention-grabbing orange certainly helps. At Aperol-adjacent events, it’s not unusual to see friends posing for photos, clinking their spritzes in the sun. And they might even be wearing #Aperol accessories. The strategy seems to be working. According to Nielsen, Aperol sales have gone up 48% since last summer. The spike is in line with a rising demand in the U.S. for herbal bitter liqueurs, or amaro, more generally. “The Aperol spritz is here to stay,” Melanie Batchelor said. “It plays into trends — Americans are starting to appreciate more bitter tastes and they want more drinks that are low in alcohol content.” @karstenmoran took this photo of an #AperolSpritz. Visit the link in our profile to read more. #?

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