Steps to success: how Aperol developed its long-term strategy
Aperol’s success is based on three key factors: target group analysis, long-term planning and flexibility. These strategies can help you position your brand successfully and grow sustainably.
1. listen to your target group
Aperol’s success began with a precise analysis of the target group. Before the takeover by Campari, the drink was relatively unknown and had no clear direction. With the new management, the marketing team decided to focus on a very specific target group: People aged 25 to 40 who had already developed a taste for alcoholic beverages and were looking for a premium product to complement their social experiences.
Lessons learned: Invest time and resources in target group analysis. Understand who your customers are, what their needs are and what problems your product can solve.
2. develop a strategy over long periods of time
Aperol has proven that long-term marketing strategies are the key to success. After the takeover by Campari, the team focused on a well thought-out market launch over several years. One of the first changes was to reposition the product as an aperitif served in premium wine glasses, which allowed for instant recognition.
Lessons learned: Develop a clear long-term strategy that is continuously adapted. Short-term successes are important, but the decisive factor is how your brand establishes itself in the market over the years.
3. tactics can change
Another factor in Aperol’s success was its flexibility to react quickly to changes in the market. During the pandemic, when restaurants and bars were closed, Aperol launched “home mix courses” to encourage consumption in households. This led to a significant increase in sales, even though traditional outlets were no longer available.
Lessons learned: Flexibility is key. Be ready to adapt your tactics when market conditions or customer preferences change. Successful marketing means observing trends and reacting quickly to changes.
Aperol's impressive growth: company figures at a glance
In 2003, after the takeover by Campari, Aperol sales amounted to 18 million liters. By 2008, it had risen to 36 million liters, mainly due to repositioning and marketing measures. In 2015, sales reached 52 million liters, supported by social media and events. In 2020, during the pandemic, sales continued to grow and finally reached 86 million liters in 2022.
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More InformationContributors: Khristina Zelig
