I’m sipping my coffee and reading about the latest attempt to get Americans to drink more, and I have to say, it’s an interesting approach. The alcohol industry is trying to woo us with a brightly colored aperitif imported from Italy, because, you know, we clearly need more options to get our drink on. Aperol’s parent company, Campari Group, is making its biggest investment ever to launch Sarti Rosa, a tropical pink-colored aperitivo liqueur made for spritzes, in the US. Because, why not, right?
The company has seen its US business grow consecutively for the past five years by heavily promoting Aperol and Campari, and now they’re hoping to attract younger drinkers with Sarti Rosa. Allison Varone, head of marketing for Campari Group, told CNN that “there’s a lot more growth in the spritz category” and that Sarti Rosa is building upon that. I guess that’s one way to look at it, but I’m not sure if a sweeter aperitivo is really the answer to the alcohol industry’s prayers.
For those unfamiliar, a Sarti Spritz has tasting notes of mango, passionfruit, and blood orange, mixed with Prosecco and club soda. It’s a photogenic drink, which has made it a social media sensation. I mean, who doesn’t love a good Instagrammable cocktail, right? The pink-hued drink has become a favorite among Americans visiting Europe, and now it’s finally available in the US.
Campari Group’s global sales of aperitifs, including Aperol and Campari, grew 4% in the first six months of this year, while the category that includes Sarti Rosa jumped nearly 9% worldwide. Not bad, but I’m not sure if that’s enough to save the struggling US alcohol market. Sales for many alcohol brands in the US have been sluggish, with consumers moderating their drinking or seeking out more budget-friendly options.
Bourcard Nesin, a beverage analyst for Rabobank, told CNN that “the alcohol business in the United States is struggling more than in virtually any other part of the world.” That’s quite a statement, but I suppose it’s not entirely surprising. However, early signs in the US have been encouraging for Campari Group, with the company beginning to roll out Sarti Rosa to retailers and bars in June. Southern Glazer’s Wine and Spirits, the nation’s biggest distributor, told CNN that the liqueur is one of its most successful launches ever.
At Saksey’s, a cocktail bar in Detroit, the Sarti Spritz has become one of the bar’s top-selling drinks since hitting menus last month. Tara Wong, head bartender, attributes its quick rise to a growing thirst among drinkers for refreshing, fruit-forward options. I guess that’s one way to look at it, but I’m not sure if a drink that’s essentially just a fancy version of a fruity cocktail is really the answer to the industry’s problems.
Sarti’s debut comes amid growing competition for spritzes in the US, including from the Hugo Spritz, an elderflower-based cocktail often made from Bacardi-owned St-Germain. The privately held company hasn’t disclosed St-Germain sales, but a research note from S&P Global said the liqueur continues “to grow faster than the broader industry.” Square data shows that orders have skyrocketed more than 150% year-over-year, making the Hugo Spritz the fastest-growing cocktail this past summer.
Despite the competition, Campari Group’s Varone said she thinks the US launch of Sarti Rosa will help bolster Campari’s dominance within spritz. I suppose that’s a bold claim, but I’m not sure if it’s entirely justified. After all, the US alcohol market is a tough nut to crack, and it’s not clear if a single drink can really make a difference.
In conclusion, the launch of Sarti Rosa in the US is an interesting development in the world of alcohol, but it’s not clear if it’s enough to save the struggling industry. I mean, who knows, maybe a brightly colored aperitif is just what we need to get our drink on. But I’m not holding my breath. As I finish my coffee, I’m left wondering if the alcohol industry is just trying to find new ways to get us to drink more, or if they’re really trying to innovate and come up with something new and exciting. Either way, I’ll be watching with interest to see how this all plays out. And who knows, maybe I’ll even try a Sarti Spritz or two – after all, it’s not every day you get to try a drink that’s supposed to be the next big thing. Cheers to that, I suppose!
Armchair patriot. Believes in the free market, cold beer, and that there’s always a guy named George behind every CNN segment.
Former remote-throwing champion turned #1 couch commentator on liberal panic in the media. Born in Texas (or so his mug says), he earned a degree in Fake Newsology & Beer Philosophy from YouTube University.
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