Campari CEO: Moderation not a new thing in beverages industry
TL;DR
Campari CEO highlights moderation as a long-standing trend in the beverage industry, with strategies to expand Aperol Spritz in the U.S. amid declining alcohol consumption and premiumization shifts.
Tags
Campari CEO: Moderation not a new thing in beverages industry
Simon Hunt, CEO of Campari Group, has emphasized that moderation in alcohol consumption is not a novel concept but a persistent trend shaping the beverage industry. His strategy to expand Aperol Spritz's presence in the U.S., particularly in beer-centric markets like Texas, reflects an effort to align with shifting consumer preferences toward quality over quantity according to Campari's CEO. Hunt acknowledges declining global alcohol consumption, noting that structural headwinds—such as health awareness and economic constraints—are influencing drinking habits, particularly among younger demographics as reported.
The U.S. market, where beer accounts for 38% of alcohol consumption according to market data, presents both opportunities and challenges. Campari aims to position Aperol Spritz as a faster, premium alternative to beer, introducing premixed versions to match the speed of beer service. However, the company faces competition from established beer brands and emerging rivals in the spritz category as industry analysis shows.
Hunt's approach aligns with broader industry trends. The moderation movement, marked by declining alcohol volumes and a shift toward premiumization, has accelerated in recent years. In 2024, U.S. alcohol consumption fell 0.8%, with 65% of adults aged 21–44 seeking to reduce intake according to sober consumption trends. Campari's "Take Time to Taste" campaign, launched in December 2024, reinforces responsible drinking practices, emphasizing mindful consumption and social conviviality as announced by the company.
Financially, Campari navigates a complex landscape. Its net debt-to-EBITDA ratio stands at 2.9, up from 3.5 in 2024, driven by acquisitions like Courvoisier according to financial reports. While Aperol remains a key revenue driver (25% of sales), U.S. growth has stagnated, with sales falling 2% in early 2025 as market data indicates. Analysts caution that balancing brand investments with debt reduction will be critical to long-term stability.
