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Aperitif, Anyone? Spirits Firms Chase Cocktail For Growth

Published on May 29 2018 1:05 PM in Drinks tagged: Trending Posts / spirits / Trends / Cocktails

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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