The White Lotus Effect: Aperol’s Rise In U.S. Pop Culture and Sales

The critically acclaimed HBO series was the perfect canvas for Campari’s moment in the spotlight.

In the world of spirits and aperitifs, the convergence of fate in entertainment and destiny can lead to extraordinary outcomes. Such intersection occurred when Campari, the parent company of Aperol, found itself intertwined with art and commerce through the immensely popular HBO series, The White Lotus, which had its second season filmed in Italy.

Andrea Sengara, the head of US marketing at Campari, recognized the potential and promptly seized the opportunity to introduce “aperitivo” to the forefront of American pop culture. The results were profound, underscoring the potency of strategic product placement in popular TV shows.

“The White Lotus” provided the ideal canvas for Aperol’s moment in the spotlight. While there might not have been a formal agreement between Campari and HBO, Sengara’s marketing team quickly collaborated with the production crew to ensure that Aperol Spritzes were portrayed in the series.

The impact of “The White Lotus” on Aperol was nothing short of extraordinary. Campari Group’s CEO, Bob Kunze-Concewitz, reported an astonishing 50% increase in Aperol sales in the United States following the show’s release. What made this surge even more remarkable was that “The White Lotus” premiered at the end of October, well beyond the traditional summer season when Aperol Spritzes are most popular. This positioning challenged the conventional perception of the drink as a warm-weather indulgence and showcased its versatility.

However, Campari’s journey in the United States extends beyond television. Andrea Sengara remains steadfast in his commitment to make Aperol an integral part of American culture. “Late afternoon, early evening: That’s the aperitivo moment,”; Sengara told the online periodical Marketing Brew. “It’s been a ritual in Europe for quite a long time, especially in Italy.” Sengara’s goal is to export the culture of the “aperitivo”, which is quite different from the American version of “aperitif”, Italians serve food with beverages, for example. “Since starting at Campari Group, I really wanted to embed the brands into culture [and] ingrain them into the cultural zeitgeist,” Sengara said.

As Aperol continues its journey to redefine happy hours and aperitivo culture in the US, the impact of The White Lotus serves as a reminder that, sometimes, all it takes is a well- timed appearance in popular entertainment to change the course of a brand’s history.

Source: Marketing Brew