I was taken aback recently when I read in one of my favorite newsletters (Girls' Night In) that the Aperol Spritz is "the new drink of the summer." Wait, hold up. The Aperol Spritz is NOT "new." It's an Italian classic. A staple of summer. My first thought was "Where did they get this!?"
The newfound fervor for the Aperol Spritz has similar roots to that of the mass popularization of rosé a few years back, from Aix-en-Provence varietal to a must-have for bros in the Hamptons.
Campari also clearly didn’t wait for summer to roll around either, planting seeds as far back as last fall with colorful pop-up stands at choice locations in well-photographed and moneyed locales like Art Basel in Miami Beach, waiting for the fruit to grow and be plucked this season. That resulted in double-digit growth for Aperol sales before summer even started.
For more about the Aperol Spritz resurgence—don't call it a comeback—read on at Fortune.com.
(It doesn't hurt that the blood orange beverage "Instagrams" well, either.)