Campari Group is making its largest-ever investment in the United States to launch Sarti Rosa, a tropical pink aperitivo liqueur designed for spritz (sparkling wine-based mixed drink) cocktails. The rollout follows rising interest from Americans who encountered the Sarti Spritz in Europe and shared the photogenic drink on TikTok. Campari’s US business has grown for five consecutive years through promotion of Aperol and Campari, but the company is now targeting younger consumers seeking sweeter, less bitter drinks. Global sales of Campari Group aperitifs rose 4% in the first six months of the year, while the category that includes Sarti Rosa increased nearly 9%. The liqueur began reaching US retailers and bars in June, with early momentum reported by Southern Glazer’s Wine and Spirits and bars such as Saksey’s in Detroit. The launch faces competition from the Hugo Spritz, whose orders rose more than 150% year-over-year, according to Square data.