Aperol sales at Waitrose jump 800%

The Italian apéritif brand Aperol has seen sales at UK supermarket Waitrose soar by 800% in one year.

The astonishing growth, revealed in the annual Waitrose Food & Drink Report 2014 which tracks the supermarket’s top performers, follows a year-long marketing campaign by the brand to promote the Italian liqueur In the UK.

Aperol’s flagship serve is the Aperol Spritz – an apéritif comprising Aperol, Prosecco and soda water.

While Aperol saw the biggest boost to its sales at Waitrose out of all of the supermarket’s drinks categories, English producers also had a good year with sales rising 100%.

Austrian wines were given a boost with sales rising by 17%, while sales of wines from the Loire rose by 33%.

The report noted a trend for more health conscious drinks choices with lighter white and rosé wines, craft beers and tequila proving popular, with a drink’s provenance also playing an increasingly important role.

It said: “A greater interest in health means there’s been a slight move away from reds and rich, full-bodied wines to lighter and more refreshing lower alcohol varieties. Crisper, lighter wines are also easier to match with food, something we know people are increasingly keen to do.”

In terms of spirits seems shoppers were said to be increasingly “adventurous” in their choices with sales of Indian, Japanese, Canadian and Welsh whiskies rising by 235%, while sales of premium gins rose by 26% and Spanish brandies by 86%.

“Spirit drinkers also want premium ingredients, an interesting back story to the brand, and bold, interesting flavours: lemongrass, ginger, botanicals and bitter flavours are particularly popular,” the report said.

Looking toward next year, the supermarket predicted the popularity of sparkling wines to continue with these wines becoming “less and less likely to be saved just for special occasions.”

It added: “Tequila will continue to develop from a drink that people ‘slam’ to one they savour and appreciate. And drinkers will branch out, trying Japanese whisky and switching from the safe ground of Sauvignon Blanc to wines made from Albariño or Grüner Veltliner grape varieties. Even Riesling could make a comeback!”