Campari Hopes Aperol Spritz Delivers a Sales Kick

Gillian Cowan, a 30-year-old Londoner who works in retail marketing, had her first Aperol Spritz last month when friends ordered the bubbly orange drink on a night out in Soho, one of the trendy areas beverage maker Davide Campari-Milano is targeting for the aperitif’s expansion. Despite its cachet, the concoction—a mélange of Campari’s bitter Aperol spirit, sparkling prosecco, and soda—wasn’t to her taste. “Maybe it’s a drink I would like if I was more sophisticated,” she says, “or had a yacht on the Amalfi coast.”