Aperol Launched a Vibrant 'Après Ski Collection'
Debra John — January 31, 2025 — Marketing
References: us-shop.aperol & prnewswire
The 'Après Ski Collection' from Aperol introduces a vibrant winter merchandise line designed to enhance the après-ski experience. Available at ski resorts across Europe and popular U.S. destinations like Colorado, California, Nevada, and Montana, this collection reflects the brand’s signature orange hue and bittersweet flavor. It includes a variety of apparel, such as "beanies, thermal sets, hoodies, sweaters, and t-shirts (XS-2XL)," offering a pop of orange to winter activities.
In addition to the collection, Aperol is partnering with Snow Lodge at The St. Regis Aspen Resort to infuse the après-ski scene with the lively spirit of Aperol Spritz. The brand will "also host a concert series at Snow Lodge, featuring performances by Cassian, Nic Fanciulli, Mau P, Améme, Purple Disco Machine, and Polo & Pan throughout February and March, further enhancing the après-ski atmosphere."
Image Credit: Aperol
In addition to the collection, Aperol is partnering with Snow Lodge at The St. Regis Aspen Resort to infuse the après-ski scene with the lively spirit of Aperol Spritz. The brand will "also host a concert series at Snow Lodge, featuring performances by Cassian, Nic Fanciulli, Mau P, Améme, Purple Disco Machine, and Polo & Pan throughout February and March, further enhancing the après-ski atmosphere."
Image Credit: Aperol
Trend Themes
1. Ski Resort Merchandise - Winter sports enthusiasts are attracted to branded merchandise that enhances their leisure experiences, creating opportunities for fashion and hospitality collaborations.
2. Seasonal Event Collaborations - The partnership between beverage brands and high-profile event venues like Snow Lodge showcases the appeal of experiential marketing in the hospitality sector.
3. Branded Social Experiences - Concert series integrated into the après-ski activities demonstrate how brands can create memorable experiences that stimulate influencer-driven word-of-mouth marketing.
4. Ski-related Fashion - Cold-weather sports attire that aligns with lifestyle brands can tap into a market where fashion and functionality converge, offering stylish and practical apparel for enthusiasts.
Industry Implications
1. Winter Sports Tourism - The après-ski collection highlights the potential for cross-industry partnerships that enhance tourism revenue through branded experiences.
2. Alcohol and Beverage Industry - By associating beverage brands with recreational activities and social events, this industry can create new engagement opportunities in leisure environments.
3. Event Management and Promotion - The integration of concert series into seasonal themes provides a fresh approach to event marketing and audience engagement in diverse settings.
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