Milan-based Campari Group has planted its newest aperitivo flag in New York and San Diego this week, with Sarti joining Campari, Aperol, and Crodino in the company’s spritz portfolio — and marking the biggest launch investment in the company’s history.
September 8, 2026 — Campari Group, the Italian spirits giant behind Wild Turkey, Appleton Estate, and Grand Marnier, officially introduced Sarti to American drinkers this week. The bright pink aperitivo blends blood orange, passion fruit, and mango into a sweeter, fruit-forward take on the classic Italian spritz, and the company says it represents the largest launch investment it has ever made behind an aperitivo brand.
The U.S. rollout leans heavily into spectacle. Oversized pink “mystery” trunks are popping up around Manhattan and Brooklyn through September 10, a branded pink vessel is set to cruise the Hudson and East Rivers on September 12, and a two-night activation in the Meatpacking District kicks things off with actor and podcast host Owen Thiele hosting the launch party. Thiele, known for his roles in Overcompensating and Adults, is expected to record a live podcast segment with surprise guests during the event, joking that he’s excited to combine “asking wildly uncomfortable questions” with the new spritz.
Getting the Buzz Started
From there, the campaign heads to San Diego for a second wave of pop-up activations designed to build buzz on the West Coast.
Campari’s marketing team frames Sarti as part of a broader bet on younger drinkers who want a more playful, shareable spin on aperitivo culture — a trend the company has been chasing hard as spritz-style drinks continue to outgrow much of the rest of the spirits category.
Sarti is now on shelves and menus at select retailers, bars, and restaurants nationwide, with more launch events open for RSVP at SartiAperitivo.com.
As always — enjoy responsibly.
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