Campari Is Making a Big Bet on Younger Drinkers

Campari's answer to America's alcohol slowdown is bright pink and built for TikTok. The Italian spirits giant is rolling out Sarti Rosa, a mango-, passionfruit- and blood orange-flavored aperitivo for spritzes in the US—a bet that younger drinkers want lighter, sweeter cocktails instead of bitter ones or heavy pours, reports CNN. It's the company largest investment ever, the outlet notes.

The Sarti Spritz has already built a following among Americans vacationing in Europe, who have made the drink somewhat TikTok-famous. Early US sales are strong: Southern Glazer's Wine and Spirits, the largest US distributor, says it's one of its most successful debuts. Campari's aperitif sales rose 4% globally in the first half of the year, with the category including Sarti up nearly 9%, even as US alcohol consumption overall slides and rivals like the Hugo Spritz rapidly gain ground. Food & Wine has the recipe here, and says it "has a sour candy vibe—it's tart on the front with a tropical fruit-forward finish."