In the Battle of the Boozes, Aperitifs Hit Below the Belch - Personal Finance - The Good Life - thestreet.com

In the Battle of the Boozes, Aperitifs Hit Below the Belch - Personal Finance - The Good Life - thestreet.com

I find this a very interesting article. Not just for the content (advertising aperitif to America) which is enlightening, but the fact that it’s on a business/stock trading news site.

Here’s a few quotes that stuck with me:

Lou Reed crooned about Doubonet on ice and James Bond loved Lillet in his martini, yet whether or not today’s young Americans will willingly replace their beers or even wine with an aperitif is another question.

Dry Sack’s new campaign will focus on marketing to this hip, more world-wise early 30s set.

Campari launched a similar effort this year in select markets on the East and West Coasts with Aperol, a liqueur which is bigger in Italy than Campari but virtually unknown in the U.S.

“Now [the drink] is more about the journey than the destination,” says Abou-Ganim.

“I will say that consumers are more intrigued with cocktail and mixing of cocktails than I’ve seen in my 27 years in the industry,” says Abou-Ganim, who asks every bartender he meets for a Negroni, his favorite aperitif of Campari, gin and sweet vermouth. In the last 10 years, almost every bartender has at least heard of it, he says.