The White Lotus effect! Hit HBO show boosted the US sales of APEROL by a whopping 50 PER CENT after showing popular characters regularly sipping the bright orange cocktail
- The hit TV show The White Lotus has boosted the sales of Aperol by 50 per cent
- Characters in the dram are often seen sipping on a Aperol Spritz
- The drink has become highly sought after in the US because of the series
Hit TV show The White Lotus has boosted the sales of Aperol by a whopping 50 per cent – after showing several of its key characters sipping on the Italian cocktail Aperol Spritz throughout the second season.
The show, which was filmed in Sicily, features celebrities like Jennifer Coolidge, Alexandra Daddario, Theo James, Sydney Sweeny and more.
Throughout the beloved comedy-drama, the characters are constantly sipping on the bright orange cocktails.
Sales of the Aperol Sprtiz – which is part Italian bitter apéritif Aperol, part prosecco, part club soda, and is completed with an orange slice as a garnish – have soared in the US, despite the drink only being popular in Europe for decades.
The hit TV show The White Lotus has boosted the sales of Aperol by 50 per cent after the Italian cocktail Aperol Spritz appeared on the HBO series multiple times
The show, which was filmed in Sicily, features celebrities like Jennifer Coolidge, Alexandra Daddario, Theo James, Sydney Sweeny and more
Throughout the beloved comedy-drama, the characters are constantly sipping on the bright orange cocktails
According to Campari, the maker of Aperol, the apéritif has become highly sought after in the US because of its appearance in The White Lotus.
In a call with investors, Bob Kunze-Concewitz, CEO of Campari Group, said: ‘If you look at White Lotus, which is a key Netflix TV series, you’ll see so many orange glasses – the Aperol perfect serve throughout every single show … That clearly is having an impact.’
Although he said Netflix, the CEO meant HBO, where the show brings in millions of viewers to the streaming service.
‘We feel very good, and we expect to see a very nice acceleration in the US this year, and we’re going to continue on this, because clearly, it’s highly profitable,’ Kunze-Concewitz added.
Campari Group, which also owns Campari and Espolòn tequila, noted that Aperol was its largest area of growth, according to its 2022 annual results.
Although the White Lotus characters can’t seem to get enough of it, the cocktail has been described as an acquired taste in the past.
In 2019, The New York Times said the Aperol Spritz was ‘not a good drink.’
According to Campari, the maker of Aperol, the apéritif has become highly sought after in the US because of its appearance in The White Lotus
Although he said Netflix, the CEO meant HBO, where the show brings in millions of viewers to the streaming service
Campari Group, which also owns Campari and Espolòn tequila, noted that Aperol was its largest area of growth, according to its 2022 annual results
The New York Times writer Rebekah Peppler slammed the drink and even compared it to a ‘Capri Sun after soccer practice on a hot day,’ before adding, ‘not in a good way.’
Although not everyone agrees on whether or not the drink is tasty, Aperol’s presence continues to rise in the country.
In 2022, Aperol sales increased by nearly 50 per cent.
And the bright orange cocktail isn’t the only thing that it is reaping the benefits of The White Lotus.
According to the travel app Hopper, searches for Sicily flights and hotels soared by 50 per cent during the time the TV series aired on HBO.
In 2022, Aperol sales increased by nearly 50 per cent as a result of The White Lotus effect
And while the second season was shot in Sicily, there are rumors that the third season will be shot in Asia
Initially intended as a six-part limited series, The White Lotus premiered on July 11, 2021, to critical acclaim and high ratings.
The cast included the likes of Murray Bartlett, Alexandra Daddario, Jennifer Coolidge, Sydney Sweeney Fred Hechinger, Jake Lacy, Brittany O’Grady, Natasha Rothwell, Steve Zahn and Molly Shannon.
The first season was the most-awarded series at the 74th Primetime Emmy Awards, winning ten awards in the limited series categories, including Outstanding Limited or Anthology Series.
The show’s success led to HBO renewing a second season, which premiered on October 30, 2022.
The second season’s ensemble cast included F. Murray Abraham, Jennifer Coolidge, Adam DiMarco, Meghann Fahy, Beatrice Grannò, Jon Gries, Tom Hollander, Sabrina Impacciatore, Michael Imperioli, Theo James, Aubrey Plaza, Haley Lu Richardson, Will Sharpe, Simona Tabasco and Leo Woodall.
And while the second season was shot in Sicily, there are rumors that the third season will be shot in Asia.
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