Campari Group is cracking down on copycat versions of its popular Aperol aperitif as the global spritz market continues to expand, drawing in new competitors eager to capitalize on the trend. The Italian beverage company has initiated legal proceedings against several producers it accuses of imitating the distinctive orange-red color, bottle shape, and branding of Aperol, which has become synonymous with the classic Aperol Spritz cocktail.
Legal actions target lookalike products
According to a Campari spokesperson, the company has filed trademark infringement lawsuits in multiple European countries, including Italy, France, and Germany, against at least five brands that produce similar low-alcohol aperitifs. The lawsuits allege that these products deliberately mimic Aperol's visual identity to confuse consumers and benefit from its market success. “We are committed to protecting the integrity of our brands and ensuring that consumers can trust the authenticity of Aperol,” the spokesperson said.
The legal actions come as the spritz category has seen double-digit growth over the past five years, driven by rising demand for lighter, lower-alcohol cocktails. Market research firm IWSR reported that the global aperitif market grew by 12% in 2025, with spritz-style drinks accounting for a significant portion of that increase. Aperol alone sold over 30 million liters in 2025, making it the best-selling Italian aperitif worldwide.
Rivals rush to fill demand
The booming market has attracted a wave of new entrants, from small craft distilleries to large beverage conglomerates, all launching their own versions of orange-colored, bitter-sweet aperitifs. Brands like Luxardo's Bitter Bianco, Martini's Fiero, and several private-label supermarket offerings have emerged as direct competitors. Some of these products have been accused of using packaging that closely resembles Aperol's signature rounded bottle and bright orange label.
“The spritz market is incredibly lucrative right now, and everyone wants a piece of it,” said beverage industry analyst Maria Rossi of Euromonitor International. “Campari has every reason to defend its turf aggressively, especially as Aperol remains the category leader.” Rossi noted that the spritz trend has expanded beyond Italy to become a global phenomenon, particularly in the United States, United Kingdom, and Australia, where Aperol Spritz is now a staple on cocktail menus.
Impact on consumers and competition
Campari's legal campaign could reshape the competitive landscape by forcing smaller producers to alter their packaging or exit the market. However, some critics argue that the company is trying to stifle legitimate competition in a category that has room for multiple players. “Aperol didn't invent the bitter aperitif—it's a traditional Italian style that has been around for decades,” said Luca Bianchi, a food and beverage lawyer in Milan. “Campari's claims may be valid if there is clear trademark infringement, but they cannot own the entire concept of an orange aperitif.”
Consumers may face higher prices or fewer choices if copycats are forced off shelves, but Campari insists that the actions are necessary to prevent deception. The company has also launched a marketing campaign highlighting the “original” Aperol Spritz recipe and encouraging bartenders to serve only authentic Aperol in cocktails bearing its name.
The first court hearings are expected later this year, with decisions likely to set precedents for how trademark law applies to alcoholic beverage packaging in the European Union.
