In Ukraine, a perception has taken hold that consuming the Aperol Spritz could be seen as supporting Russia, prompting some local bars to join a boycott trend. This narrative has been reported by The Washington Post, which has tracked how public sentiment has shaped hospitality choices in major cities and smaller towns alike.
According to the coverage, a growing number of Ukrainian venues are avoiding Aperol as a response to Campari’s business decisions involving Russia. Some bars have started offering cocktails from other brands, while retailers have chosen not to stock Campari products. The shift reflects a broader conversation about brand symbolism, consumer loyalty, and the impact of political and economic sanctions on everyday purchases.
Despite Campari group statements indicating a reduction in advertising and a scaled-back presence in Russia, the Ukrainian response has been interpreted as indicating a deeper skepticism toward the brand. The public discourse in Ukraine often views corporate moves in Russia through a critical lens, weighing the practical aspects of supply against the perceived moral stance of global companies in conflict regions.
Russia remains a significant market for the Campari group, ranking alongside Germany, France, Italy, and the United States in terms of Aperol sales. In 2022, about 3 percent of Campari’s global volume came from Russia and Ukraine, highlighting how international markets can be closely tied to geopolitical developments. In the first quarter of the current year, the group reported a notable rise in international sales, underscoring the brand’s overall resilience even as regional tensions persist.
By March of the previous year, Davide Campari Milano NV had announced a strategic pullback from Russia, focusing on reducing advertising and promotional activity while curbing investments in the country. The company stated that it would minimize its operations to the essential level required and continue to sell alcoholic beverages in Russia. Campari has operated in the Russian market since 2011, with production facilities for Campari, Cinzano vermouth, and Mondoro champagne forming part of its portfolio. The evolving situation reflects the challenges faced by foreign brands navigating sanctions, local consumer sentiment, and regulatory environments in a highly dynamic market.
Earlier reporting has noted how difficult it has become for foreign companies to maintain business in Russia, a reality shaped by sanctions, market access limitations, and shifting consumer loyalties. In this context, brands must balance corporate strategy with understood local attitudes, often resulting in strategies that emphasize portfolio diversification, transparent communication, and adaptive distribution. The overall picture remains fluid, with perceptions in Ukraine and broader regional responses continuing to influence the fate of international beverage brands in the region.