Campari Group has officially launched Sarti in the United States, bringing one of Europe's fastest-growing aperitifs to American bars, restaurants, and retailers. The rollout, which the company calls its largest-ever investment behind an aperitivo launch, positions Sarti alongside Aperol, Campari, and Crodino in the group's expanding spritz portfolio.
The Product
Sarti Rosa is a 14% ABV Italian aperitif liqueur built on a blend of blood orange, passion fruit, and mango. The result is a fruit-forward, pink-hued spirit designed to be served as a spritz — three parts Prosecco DOC to two parts Sarti Rosa, over ice in a large wine glass, garnished with fresh lime. The profile skews sweeter and more tropical than the bitter-leaning expressions that have dominated the U.S. aperitivo shelf, giving on-premise operators a differentiated option for guests drawn to the spritz occasion but looking for something beyond the category's established names.
For beverage directors building aperitivo-hour programs, the ready versatility of the Sarti Spritz build — minimal ingredients, straightforward ratios — makes it an efficient addition to a bar's spritz menu without requiring dedicated training or complex prep. The beverage industry's continued momentum in low-ABV and aperitivo formats makes this a category entry worth tracking at the program level.
Launch Strategy
The brand's U.S. debut is anchored in New York City and San Diego, with a multi-day activation strategy designed to build consumer awareness before broader national distribution takes hold. In Manhattan and Brooklyn, oversized pink luggage trunks appeared as street-level brand moments, funneling curious consumers into an RSVP pipeline for the formal launch event. A branded vessel traveled the Hudson and East Rivers on September 12 as a high-visibility arrival statement. A two-day activation in the Meatpacking District followed, headlined by actor and podcast host Owen Thiele.
"Sarti Spritz's viral rise reflects a growing appetite for brands that feel bold, expressive and made for the way people connect today," said Allison Varone, Head of Marketing at Campari America. "We're excited to build on its global momentum and introduce American consumers to a spritz that is already inspiring discovery and conversation around the world."
The San Diego leg extended the campaign to the West Coast with a similar mix of surprise street activations and consumer-facing experiences, reinforcing that Campari Group's U.S. restaurant and hospitality channel strategy is prioritizing experiential marketing to seed trial before relying on shelf placement alone.
Operator Implications
For restaurant and bar operators, Sarti's national retail and on-premise availability opens a timely opportunity. The aperitivo daypart continues to grow as guests seek low-commitment, sessionable drinks for early evening occasions. A fruit-forward, visually striking spritz with strong brand support — including a fully funded launch campaign from one of the spirits industry's most experienced aperitivo marketers — gives operators a product with built-in consumer conversation and social shareability.
Campari Group, headquartered in Milan and trading in more than 190 countries, brings decades of category-building experience behind Aperol and Campari to Sarti's U.S. rollout. That infrastructure — distribution, marketing spend, and on-premise relationship depth — suggests this launch is positioned for sustained support rather than a one-season push. Operators evaluating their fall and winter aperitivo programming should expect Sarti to be an active presence on distributor call sheets in the months ahead.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
