Campari Group unveils refreshed Aperol bottle to reinforce brand heritage, visibility

ITALY – Campari Group has introduced a refreshed bottle design for its iconic Italian aperitif Aperol, aiming to elevate the brand’s visual presence across bars, terraces, and retail shelves while celebrating its century-long heritage.

The updated bottle design features rippled glass around the shoulder and a more refined silhouette intended to enhance the product’s premium feel and shelf impact.

The front label has been reduced in size to create a cleaner, more contemporary look, while the reverse side includes a transparent label with a practical serving guide for preparing the popular Aperol Spritz cocktail.

The redesign also incorporates an embossed monogram of the Barbieri brothers, who first created Aperol in 1919, reinforcing the brand’s historical roots in Italy’s aperitivo culture.

According to Campari Group, the new packaging will begin rolling out this month across both on-trade and off-trade channels, including bars, restaurants, and retail outlets.

The initiative is part of a broader packaging refresh that will gradually extend across the group’s wider spirits portfolio, including brands such as Campari, Courvoisier, Wild Turkey and Espolòn Tequila.

The redesign highlights the growing importance of packaging in reinforcing brand identity in the highly competitive global spirits market.

By blending subtle design changes with storytelling elements linked to the brand’s origin, Campari Group aims to strengthen Aperol’s positioning as a lifestyle and social drinking icon.

The move also reflects a broader trend across the beverage sector, where heritage brands are refreshing packaging formats to maintain consumer relevance while preserving recognisable design cues.

Butterfly Cannon creates identity for new fine wine brand from Gallo Luxury Group

Elsewhere in the spirits category, Absolut Vodka has partnered with Tabasco to launch a new spicy vodka variant, Absolut Tabasco, introduced across more than 50 markets including the US and UK.

The collaborative bottle design merges Tabasco’s green-and-white colour palette and diamond-shaped label with Absolut’s distinctive apothecary-inspired bottle form.

In the premium wine segment, branding agency Butterfly Cannon recently developed the identity and packaging for Monte Rosso Estate, a fine wine brand within the Gallo Luxury Group portfolio.

The design draws inspiration from the vineyard’s iron-rich red soil, using deep red hues and tactile materials to communicate terroir and heritage across the label and bottle design.

Industry observers note that such packaging initiatives underline the increasing role of design in storytelling and differentiation.

Iconic bottle formats, such as the contour glass bottle used by Coca-Cola, continue to demonstrate how distinctive packaging can shape long-term brand recognition and consumer loyalty across generations.

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