Come lo spritz è diventato il RE dell'aperitivo
Summary
This episode explores how the Aperol Spritz became a global phenomenon, tracing its roots from Roman aperitivo culture to its Venetian origins. Host Max Corona details Campari Group’s strategic acquisition of Aperol in 2003 and the aggressive marketing tactics that standardized the drink. The narrative highlights a pivotal grassroots campaign in the Hamptons and a viral New York Times controversy that cemented its status as a worldwide icon.
Topics discussed
Intro: The rise of Aperol Spritz as a global standard
Historical origins of the aperitivo in ancient Rome
From Vermouth to Campari and the birth of the Spritz
Campari's acquisition and standardization of the recipe
Marketing strategy and breakthrough in the US market
Global impact, NYT controversy, and financial success
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