Campari Blitzes Europe with Aperol Spritz to Boost Stock
This article is for subscribers only.
Italy’s Davide-Campari Milano SpA is trying to put some fizz back in its shares by getting people like Gillian Cowan to try a glass of bubbly orange tipple.
Cowan, a 30-year-old Londoner who works in retail marketing, had her first Aperol Spritz last month when friends ordered the drink on a night out in Soho, one of the trendy areas Campari has targeted. Despite its cachet, the bitter concoction -- a mélange of Campari’s herbal Aperol, sparkling prosecco, and soda -- wasn’t to her taste.