Cocktails come to the fore as consumers look to reconnect

After the On Trade opened its doors earlier this month, 44% of consumers celebrated by hitting the town, bumping overall sales up by 45% in the first week vs July 2020.[1]

Did you know:

Consumers favourite tipple was a cocktail[2]
In the first week of trading, sales of cocktails were up +75% vs. April 2019 [3]
97% of consumers said their expectations were met
An average of 75 minutes was spent[4] in each venue compared to 68 minutes last July

It’s so important that pubs and bars are supported so the industry can thrive once more. That’s why Aperol is marking the moment in true Italian style by showing its support for pubs and bars with a footfall-driving 100,000 Aperol Spritz – on them.

Friends are invited to share a pair of Aperol Spritz, and Aperol will pick up the tab for one of them, or alternatively consumers can choose to donate their refund to the Shaken Not Broken hospitality workers’ relief fund. The gesture comes as industry research suggests that catching up with friends is the top reason people will be visiting hospitality venues when they re-open.[5]

Open to all

The innovative approach Aperol has taken in implementing Aperol Spritz, Together Again means bars will not be required to take any action or make any changes to their operations – as the campaign will use an online redemption mechanic.

And although people are being encouraged to register to be eligible for an Aperol Spritz now, they can take up the drink any time before 31 August as not everyone feels comfortable to return to venues – 34% of consumers still feel nervous to return.[6] This also ensures that the largest number of venues possible can benefit from the increased footfall over the summer period, and not just those that were in a position to re-open on April 12.

Aperol Spritz, Together Again is a continuation of Campari Group UK’s support towards the hospitality sector during the pandemic. In response to the impact of Covid-19 on frontline bar workers’ livelihoods – and lives – the Shaken Not Broken relief fund was established in April 2020 to offer much-needed help. Founded with an initial donation from the business, which has also given on-going support as the crisis has continued, the fund is administered by hospitality charity The Drinks Trust, with donations facilitated by TiPJAR.

Together Again: How it works

Aperol has made the process to enjoy one of the 100,000 Aperol Spritz available as straightforward as possible. People simply need to:

Register here by 17 May and receive confirmation email
Reconnect with a loved one when they feel comfortable (until 31 August) and purchase two Aperol Spritz at any bar, pub, restaurant or hotel in England, Wales or Northern Ireland
Redeem by following the link in the confirmation email, and then uploading a photo of their itemised receipt showing two Aperol Spritz
Receive a refund of £8 – more than the average price of an Aperol Spritz in the UK – via bank transfer or PayPal

There will be only one registration and redemption permitted per person.

References