Marking Campari Group’s largest-ever investment behind an aperitivo launch, Sarti celebrates its stateside debut in New York and San Diego, adding a fruit-forward expression to the Group’s Spritz portfolio.
NEW YORK, Sept. 8, 2026 /PRNewswire/ — Campari Group announced today the official launch of Sarti, bringing one of Europe’s fastest-growing aperitifs stateside. Joining Campari Group’s spritz portfolio alongside Campari, Aperol and Crodino, Sarti complements the portfolio’s diverse offerings while reinforcing the company’s leadership in the spritz category and marking its largest-ever investment behind an aperitivo launch.
Sarti arrives at a perfect moment, bringing a bold new interpretation of Italy’s beloved aperitivo tradition to a generation eager to make classic rituals their own. Created for those who embrace reinvention, Sarti blends blood orange, passion fruit and mango to deliver a bright, fruit-forward and sweeter flavor with balanced sweetness. Its magnetic pink hue captures the spirit of the brand—playful, curious, audacious and unapologetically carefree —inviting consumers to experience aperitivo in their own way.
Sarti encourages consumers to break away from the everyday and add a little more fun, spontaneity, and irreverence to social occasions. To celebrate its U.S. debut, Sarti will bring its “Too Pink to Care” platform to life through immersive experiences in New York City and San Diego featuring unexpected moments, interactive installations and Sarti Spritzes.
Beginning today through Thursday, September 10th, the celebration unfolds across New York City, where oversized mystery pink luggage trunks will appear throughout Manhattan and Brooklyn. These unexpected, immersive moments will introduce consumers to Sarti, with the chance to RSVP for a special launch event. On Saturday, September 12th, Sarti’s signature pink vessel will set sail along New York’s iconic Hudson and East Rivers, announcing the brand’s stateside arrival in unmistakable fashion.
The festivities continue with a two-day activation in the Meatpacking District, kicking off with an opening-night event hosted by actor and podcast host Owen Thiele. Known for his fearless wit and fresh cultural perspective and his role in Amazon Prime’s Overcompensating and FX’s Adults, Owen embodies Sarti’s irreverent and off-script attitude, bringing a fresh perspective to social moments and creating experiences worth talking about.
“I’m thrilled to bring my two greatest passions together: asking wildly uncomfortable questions and drinking an aggressively pink spritz,” said Owen. “We’ll be recording a live podcast of sorts with a few surprise guests, so it’ll be truly wild. I hope Sarti knows what they’re in for!!”
Following the New York launch, Sarti will continue the celebration in San Diego with a series of immersive consumer experiences, bringing its radiant energy to the West Coast. Sarti will continue its launch efforts by spontaneously dropping oversized mystery pink luggage trunks throughout the city and an activation designed to turn heads and spark conversation.
“Sarti Spritz’s viral rise reflects a growing appetite for brands that feel bold, expressive and made for the way people connect today,” said Allison Varone, Head of Marketing, Campari America. “Sarti, our newest addition, strengthens our spritz portfolio and underscores our continued commitment to the category, which we see as an important area of growth. We’re excited to build on its global momentum and introduce American consumers to a spritz that is already inspiring discovery and conversation around the world — while disrupting traditional aperitivo culture with a fresh, playful approach.”
Sarti is now available at select retailers, bars and restaurants nationwide. To learn more about upcoming brand news and announcements, you can follow @sartispritz on Instagram.
For more information, visit SartiAperitivo.com/en-us. To RSVP for upcoming launch events, click here to reserve your spot.
Please enjoy Sarti Spritz responsibly.
About Campari Group
Campari Group is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spanning across aperitifs, including iconic brands like Aperol and Campari, agave spirits such as Espolòn tequila, whiskeys and rum with Wild Turkey and Appleton Estate, as well as cognac and champagne including Courvoisier and Grand Marnier. Founded in 1860, Campari Group is one of the fastest growing global spirits companies and the undisputed leader in the aperitif category. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas. Headquartered in Milan, Italy, Campari Group operates via 24 production sites worldwide and its own distribution network in 27 countries. Campari Group employs approximately 4,800 people. The shares of the parent company Davide Campari-Milano N.V. (Reuters CPRI.MI – Bloomberg CPR IM) have been listed on the Italian Stock Exchange since 2001. For more information: http://www.camparigroup.com/en. Please enjoy our brands responsibly.
About Sarti Rosa
Sarti Rosa, is the easy-to-mix aperitif from Italy. With its vibrant pink color and unexpected fruity flavor, it sparks curiosity. Sarti Rosa is perfect to be enjoyed as a Spritz: it stands out with its striking pink hues and delicate fruity notes from a blend of passion fruit, blood orange, and mango. Delivering a perfectly balanced citrusy-tropical taste, it’s ideal for those seeking sweet and sour flavors during an Italian-style aperitivo. Whether for casual gatherings or elegant occasions, Sarti Spritz offers a stylish experience. The best way to drink Sarti Spritz is to fill a large wine glass with ice, pour in 3 parts of Prosecco DOC and 2 parts of Sarti Rosa, garnishing with a slice of fresh lime for a balanced and fresh fruity taste experience.
Sarti Rosa Liqueur. 14% alc./vol. (28 Proof). ©2026 Campari America, New York, NY. Please enjoy responsibly.
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SOURCE Campari Group
