How Instagram-friendly Aperol spritz became the drink of the summer

Jul 04, 2017 2911

BY: Shareen Pathak

Move over, rosé; take a break, prosecco. Aperol is having its moment in the sun this summer. Everyone from Vogue to GQ has hailed the Aperol spritz as the drink of the summer. The cocktail has for decades been popular in Germany and Italy as a light before-dinner cocktail and has made its way to America. Typically made with Aperol, sparkling wine, oranges and club soda, the spritz is big this year. Why now? Well, besides being delicious and refreshing, the Aperol spritz is also highly Instagrammable. Orange and fizzy, it’s a cocktail that photographs “beautifully,” according to Dave Karraker, vp of engagement and advocacy at Campari America, the maker of Aperol.

“It’s a beautiful color, and when you’re in the sun, it makes for a nice picture,” he said. “A nice Chablis isn’t going to do that for you.” That’s true: Chatter on social media has reached a five-year high this June, according to data pulled by agency Ralph & Co. Instagram drives most of that — Karraker said he’s talked to his reps at the platform to try and figure out, using their visual recognition tech, if Aperol spritzes may be the most Instagrammed drinks ever.

Read more

SOURCE: https://digiday.com

You may be interested