For the first time, Aperol will be making its debut at Coachella as an Official Partner and the Italian aperitivo brand will have its own event within the event called Aperol Spritz Piazza.
The Aperol Spritz Piazza will immerse adult festival-goers in the beauty of Italian culture with elements like the Aperol Tram, styles to resemble a modern Italian city streetcar, and a kiosk where guests can play digital trivia games and create custom augmented reality experiences. There will also be a slow-motion Orange Photo Dome on-site, plus a Sunbeam Installation for capturing shareable moments.
In recent years, Italian aperitifs have become embraced as global cocktails and they're being consumed in new settings for their refreshing and low-alcohol nature. Aperol's presence at the event conveys that Aperol Spritz perfectly pairs with festival culture.
Italian-Style Festival Piazzas
The Aperol Spritz Piazza Brings a Taste of Italy to Coachella
Trend Themes
1. Italian Aperitif Festivals - Creating Italian-inspired festival experiences that showcase popular aperitifs like Aperol and Campari in immersive and engaging ways.
2. Digital-physical Experiential Marketing - Combining physical installations and activities with digital experiences like AR and social media sharing to create memorable brand activations.
3. Low-alcohol Cocktails - Offering refreshing and flavorful drinks with lower alcohol content that appeal to health-conscious and responsible drinkers.
Industry Implications
1. Event Planning and Production - Providing creative event planning and production services that incorporate immersive and engaging experiences that differentiate festivals and other events.
2. Hospitality and Tourism - Developing Italian-inspired hospitality and tourism offerings that showcase the country's culinary and cultural traditions, including aperitifs and cocktails.
3. Food and Beverage - Creating new low-alcohol cocktails using Italian aperitifs and other spirits that cater to health-conscious and responsible drinkers, and positioning them for use in various settings and occasions.