The Wall Street Journal
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Why Aperol’s Biggest Success Became Its Biggest Problem | WSJ The Economics Of
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September 1, 2026
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8:54Now PlayingCampari’s Aperol has ignited sales of the spritz culture in the U.S. and cemented its brand as a hallmark of aspirational joie de vivre. But the journey to get there wasn’t so effortless. WSJ explains how Campari turned an 107-year-old aperitif into a 21st century icon—and activated fierce competition in the process.
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