Aperol, Italy’s iconic aperitivo, is bringing a vibrant twist to Après Ski gatherings worldwide.
Through pop-up events, sponsorships, and an exclusive winter merchandise collection, the brand is infusing mountain destinations with the signature joy of the Aperol Spritz.
This initiative extends across premier ski towns in the U.S., Canada, Italy, France, Switzerland, and Austria, offering guests an elevated Après Ski experience inspired by Italian hospitality.
The campaign includes lively bar activations, DJ-led events, and branded experiences designed to highlight Aperol's bittersweet orange spritz as the go-to winter cocktail.
In the U.S., the brand is sponsoring a series of Après Ski concerts and events in Aspen, a premier winter destination, throughout February and March.
These high-energy gatherings provide an opportunity for skiers and winter enthusiasts to enjoy "Italy’s #1 cocktail" in picturesque alpine settings.
In a press release, Campari America’s VP of Marketing Andrea Sengara highlighted how Aperol is seamlessly integrating into the Après Ski culture:
“Après Ski and Aperol Spritz are a natural match, both rooted in creating joyful moments that bring people together.
Through our new partnerships and programming, we’re excited to add a touch of Italian warmth and vibrancy to this beloved winter tradition, turning every gathering into an unforgettable experience.”
Aperol is also launching the Aperol Après Ski Capsule Collection, a winter merchandise line featuring apparel and accessories inspired by the brand's signature orange hue.
The collection is designed for both slope-goers and those enjoying Après Ski from the comfort of a chalet.
Items will be available for purchase in the U.S. starting at $8 on the official Aperol website.
Elevating Après Ski Culture with a Global Campaign
Beyond its event activations, Aperol's Après Ski initiative exemplifies a growing trend of brands seamlessly embedding themselves into seasonal lifestyle experiences to deepen consumer engagement.
As winter tourism continues to grow, brands like Aperol are tapping into the Après Ski culture, offering consumers immersive brand experiences that align with their social and leisure activities.
Aperol’s strategic move into Après Ski destinations allows the brand to engage directly with affluent, experience-driven consumers during the peak winter tourism season.
By integrating into this lifestyle event, Aperol not only builds brand loyalty but also positions itself as an integral part of the social atmosphere in top-tier ski locations.
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