As the spritz trend continues, Campari has said it is stepping up efforts to protect Aperol from copycat brands. 

In Italy, the company has launched a promotional campaign and a loyalty programme for trusted retailers. 

The group is also increasing production and plans a broader rollout of pre-prepared Aperol Spritz kegs, with the aim of protecting its position in the market. 

Currently the company’s biggest revenue generator, Aperol is thought to account for around 26% of Campari Group’s total revenue. 

In plans revealed at the end of last year, the group said that the aperitif was its top priority and would be the main focus of its advertising and promotional activity in 2026. 

Campari now says it is facing a growing challenge from copycat brands, which are moving beyond supermarkets and into bars and restaurants. 

Andrea Neri, managing director of House of Aperitivi at Campari, said: “The new development is that, since 2023, some bars and restaurants have begun serving orange-coloured drinks, often from tap, that are not necessarily made with Aperol.” 

Neri added that the company would tackle the issue through an educational element within its campaign, highlighting that not all orange-coloured drinks are Aperol. 

In the off-trade, the group has also pursued legal action against competitors selling imitation orange aperitifs at significantly lower prices. 

Neri noted that these copycat products are less of a threat than those served in the on-trade, where customers may not realise they are drinking a non-Aperol product.