Independent brands have arguably made the alcohol alternatives category what it is today. While these are the brands that have won Americans’ attention, a newcomer to the States—with a long tradition of its own—now sets out to reap those rewards.
Campari Group has officially launched its beloved Italian non-alcoholic aperitif in the U.S., introducing Crodino to a market that’s only recently learned to love bitter flavor profiles. Sold in four-packs for $14.99, it’s now available in California, Florida, Illinois, Massachusetts, Maryland, and Washington, D.C., with more markets to follow.
It’s clear what this launch is set to achieve: introduce a legacy brand that may reshape the landscape of non-alc aperitivos in America. But, Crodino has been beloved in Italy since the 1960s. The big question here is, “Why here now?”
It’s All in the Timing
Crodino isn’t new. It was created in 1965 in the Alpine town of Crodo, Italy, and became part of the Campari Group in 1995. For decades, it’s been the go-to non-alc spritz across Italy, known for its distinctive bitterness, classic bottle, and effortless brand positioning. So why did it take nearly 60 years to land stateside?
Campari’s Global Head of Marketing, Julka Villa, explained this timing in a Just Drinks interview last February: “The expansion of Aperol spritz has opened the door… people are definitely more ready than they were five years ago.”
That’s the key. Campari didn’t want to bring Crodino to the U.S. too soon—they waited until other brands reshaped the American palate. The rise of Aperol laid the foundation. Consumers came to know the spritz and crave that bittersweet flavor profile. Now, they’re increasingly looking for no-ABV ways to enjoy it.
Not Your Average RTD
Most ready-to-drink non-alc brands are trying to build credibility from scratch, convincing consumers to trust a new name as they attempt to redefine what a cocktail can be. Crodino has this leg up: it skips the elevator pitch.
It arrives fully formed, with a bottle that’s already iconic. Their recipe hasn’t changed in decades, and its formula is rooted in real ingredients: spring water from Crodo, a maceration of bitter orange peels, spices like cardamom and clove—plus six months of aging. It’s bitter, earthy, and effervescent, with just the right amount of citrus lift.
Crodino’s long-standing identity also means it doesn’t need to over-brand itself into relevance. As one taster put it in a Punch article, “You won’t look like a big American clown consuming this, you’ll look like an elegant Italian.”
The elegant packaging, the vibrant hue, all of it matters. If there’s one thing Americans love, it’s emulating the chic European visage.
How this Launch Impacts the Category
Crodino’s arrival changes the playing field for non-alc aperitivos in the U.S.
Up until now, much of the momentum in this space has come from independent brands, many of which built their formulas inspired by Campari itself. Bitter orange, botanical blends, spritz-friendly approached. Now that the “original” is here, comparisons will be inevitable.
For consumers, that’s exciting. It signals a new level of maturity in the category. The benchmark has arrived. And with it, a fresh opportunity to explore what makes a great non-alcoholic aperitif.
For other brands, it raises the stakes. Differentiation becomes more urgent. Storytelling, sourcing, and flavor precision will matter more than ever. And for the retailers and restaurants navigating the growing set of non-alc options, Crodino offers a familiar name that makes the sale a little easier.
As Campari America’s Head of Marketing Allison Varone explained, “We’re expanding the joy of spritz to even more consumers who seek a sophisticated and flavourful non-alcoholic option.”
But this isn’t just a consumer play. It’s a strategic move aimed at multiple fronts. The U.S. launch is rolling out across independent shops, major chains, bars, and restaurants alike. And it’s backed by major investment, like Campari’s recent $87 million upgrade to its production facility in Novi Ligure, which also handles Aperol and Cinzano.
The Bigger Picture
Campari didn’t kickstart the U.S. non-alc movement, but it’s uniquely positioned to capitalize on where it’s going.
As more Americans embrace moderation, the desire for ritual-rich, flavorful non-alcoholic options is only growing. According to IWSR, the no- and low-alc category in the U.S. is expected to hit $5 billion by 2028. Within that, the spritz holds a special place. Campari knows this well, and that’s why Crodino isn’t being launched as a functional beverage. It’s being introduced as a lifestyle product, a way to participate in the aperitivo hour—even without the alcohol.
Whether Crodino becomes the go-to non-alc spritz in the U.S. remains to be seen. Only time (and distribution) will tell. But one thing is clear: Crodino isn’t here to test the waters. It’s here to take a seat at the table, and maybe rearrange it altogether.
