The White Lotus effect! HBO series boosted sales of Aperol by 50 PER CENT
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The hit TV show The White Lotus has boosted Aperol sales by 50 per cent, after showing several of its key characters drinking the Italian Aperol Spritz cocktail during 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 dramedy, the characters are constantly drinking bright orange cocktails.
Sales of the Aperol Sprtiz, which is part Italian Aperol sour aperitif, part prosecco, part club soda, and complete with an orange slice as a garnish, have skyrocketed in the US, despite the fact that the drink has only been popular in Europe for decades.
The hit TV show The White Lotus has boosted Aperol sales by 50 percent after the Italian cocktail Aperol Spritz was featured 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 dramedy, the characters are constantly drinking bright orange cocktails.
According to Campari, the maker of Aperol, the aperitif has become highly sought after in the US due to its appearance in The White Lotus.
On 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 perfect Aperol service in every one.” show… That’s clearly having an impact.’
Although he said Netflix, the CEO was referring to HBO, where the show draws millions of viewers to the streaming service.
“We feel very good and expect to see very good acceleration in the US this year, and we’re going to continue this, because it’s clearly very profitable,” Kunze-Concewitz added.
Campari Group, which also owns Campari and Espolòn tequila, noted that Aperol was its biggest growth area, based on its 2022 annual results.
Although 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 that Aperol Spritz was “not a good drink”.
According to Campari, the maker of Aperol, the aperitif has become highly sought after in the US due to its appearance in The White Lotus.
Although he said Netflix, the CEO was referring to HBO, where the show draws millions of viewers to the streaming service.
Grupo Campari, which also owns the Campari and Espolòn tequilas, said that Aperol was its biggest area of growth, according to its 2022 annual results.
New York Times writer Rebekah Peppler criticized the drink, even comparing 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 grow in the country.
In 2022, Aperol’s sales increased by almost 50 percent.
And the bright orange cocktail isn’t the only thing reaping the benefits of The White Lotus.
According to the travel app Hopper, searches for Sicily flights and hotels skyrocketed by 50 percent during the time the TV series aired on HBO.
In 2022, Aperol’s sales increased by almost 50% 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 conceived 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 limited series categories, including Outstanding Limited or Anthology Series.
The show’s success led HBO to renew a second season, which premiered on October 30, 2022.
The cast for the second season 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.