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Aperol Case Study: Aligning an Authentic Italian Alcohol Brand with Contemporary Consumer Needs
Datamonitor, April 2011, Pages: 27
Amid volume declines in spirits generally, Gruppo Campari's Aperol brand has achieved dramatic growth since 2004, with total sales quadrupling off the back of expansion both throughout its core Italian market and into Austria and Germany. Aperol has achieved impressive growth through meeting emerging consumption trends and boasting differentiated positioning.
Features and benefits
- Evaluate how Aperol has achieved success despite generally weak consumer demand and its focus on the premium and on-trade aspects of the market.
- Identify the major consumer trends that are driving demand for spirits products – particularly in the Italian and German markets.
- Gain an insight into the importance of confident and consistent marketing in shaping brand image and capturing specific consumer segments.
Highlights
- The increasing resonance that the Aperol brand has fostered with consumers has been partially derived from the brand equity it has been able to build in the on-trade. This has been especially important in its geographical expansion throughout Italy, where the consumer typically has a higher propensity to consume alcoholic drinks in the on-trade.
- The success of the Aperol brand is reflective of the higher importance that consumers are placing on general consumption trends above merely low price. For example, consumers remain willing to trade up to brands that are at the confluence of the health and trading-up trends.
Your key questions answered
- How has the Aperol achieved impressive growth, in a market characterized by declining volumes, despite its premium and on-trade focus?
- What key consumer trends are currently influencing demand are for spirits among Western consumers, and in particular those in Italy and Germany?
- How can product marketing be utilized to shape brand image and capture specific consumer segments
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