The Launch
Campari Group has brought Sarti, a blood-orange, passion-fruit and mango aperitivo liqueur, to the U.S. market — the company's largest-ever investment behind a single aperitivo launch. The 14% ABV product, described as one of Europe's fastest-growing aperitifs, is now available at select retailers, bars and restaurants nationwide, with debut activations concentrated in New York City and San Diego.
Portfolio Play
Sarti slots into Campari Group's existing spritz lineup alongside Aperol, Campari and Crodino, extending the Milan-headquartered spirits group's reach into a sweeter, more fruit-forward segment of the aperitivo-and-spritz category. The move is consistent with a broader industry pattern: premium RTD-adjacent aperitifs have gained meaningful on-premise traction as operators look for low-ABV, visually distinctive pours that drive repeat orders during pre-dinner dayparts. Sarti Rosa liqueur is positioned at 28 proof — below standard spirits — widening its appeal for operators building moderation-friendly cocktail menus.
"Sarti Spritz's viral rise reflects a growing appetite for brands that feel bold, expressive and made for the way people connect today," said Allison Varone, Head of Marketing at Campari America. "We see [the spritz category] as an important area of growth… disrupting traditional aperitivo culture with a fresh, playful approach."
Activation Strategy
The U.S. rollout leans heavily on experiential marketing. In New York, oversized pink luggage trunks were placed across Manhattan and Brooklyn as teaser installations, followed by a branded vessel sailing the Hudson and East Rivers on September 12. A two-day activation in the Meatpacking District — hosted by actor and podcast host Owen Thiele — anchored the campaign under the platform name "Too Pink to Care." San Diego follows with a parallel series of street-level pop-ups.
For Campari Group (CPRI.MI), the launch is a bet that the U.S. aperitivo occasion — well-established in on-premise accounts through Aperol's decade-long domestic build — can support a second, differentiated entry in the same portfolio. The spritz format, typically built with three parts Prosecco DOC to two parts Sarti Rosa over ice and garnished with lime, is designed for straightforward bartender execution, a factor that matters to high-volume on-premise operators managing throughput during peak service.
The brand's European trajectory, though not quantified in public filings, was cited by the company as evidence of category momentum. Campari Group trades in more than 190 countries and operates 24 production facilities worldwide. As its sister publication Food & Beverage Magazine has documented, the global aperitivo segment has been one of the most resilient pockets of spirits growth as consumers in key Western markets moderate total alcohol intake while trading up in occasion quality.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
