Aperitif, Anyone? Spirits Firms Chase Cocktail For Growth
Drinks companies are converging on an unusual cocktail recipe: less alcohol.
In bars from London to New York, sales of aperitifs such as Aperol, Lillet and Martini Rosso are growing rapidly as younger drinkers in particular opt for lower-alcohol concoctions over stronger traditional cocktail spirits like vodka.
As a result companies such as Italy's Campari, Britain's Diageo and France's Pernod Ricard are snapping up aperitif brands or launching new marketing drives for existing ones.
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