Aperol was created in 1919 by brothers Luigi and Silvio Barbieri in Padua, Italy, and first presented at the Padua International Fair. The recipe, featuring gentian, rhubarb, and cinchona, was kept as a family secret for decades. The Barbieri family sold the brand to Barbero 1891 S.p.A. in 1991. Campari Group then acquired Barbero (and with it Aperol) in 2003 for approximately €150 million. Under Campari's aggressive global marketing, particularly the 'Spritz' campaign from 2008 onwards, Aperol transformed from a regional Italian drink into an international phenomenon. The brand that took 90 years to sell its first million cases now sells over 4 million annually.
No significant camouflage tactics employed. The Aperol website links to Campari Group, and corporate ownership is disclosed in footer sections. The main transparency quirk is that Campari Group, despite its Italian brand identity, is incorporated in the Netherlands (for tax efficiency) — a detail rarely mentioned in marketing materials.
Profits flow to Davide Campari-Milano N.V., headquartered in the Netherlands with operational base in Milan. The Garavoglia family controls approximately 51% of voting rights through Lagfin S.C.A. (Luxembourg). Australian sales contribute to a company listed on the Milan Stock Exchange with a market cap exceeding €10 billion.
Every Aperol Spritz consumed in Australia sends profits to a European multinational's shareholders. While Campari does employ Australians in distribution, the economic benefit is marginal compared to supporting local distillers. The brand's dominance has also squeezed shelf space from Australian aperitif producers.
Try Australian-made aperitifs: Maidenii Aperitif from Victoria offers a local spritz base with native botanicals. Adelaide Hills Distillery's 78 Degrees Sunset Aperitivo is purpose-built for spritzes. Marionette Liqueurs in Melbourne produces a credible bitter orange alternative.