Nudge Why Everyone’s Suddenly Drinking Aperol Spritz
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Nov 24, 2025 
Richard Shotton, an applied behavioral scientist and author specializing in marketing psychology, dives into the meteoric rise of the Aperol Spritz, a cocktail largely unknown before 2015. He explains how social proof and distinctiveness drove its popularity, revealing that our tendency to follow perceived trends influences our choices. The vibrant orange color of Aperol plays a crucial role in making its consumption visible, reinforcing the illusion of widespread appeal. Shotton shares fascinating insights into behavioral triggers and marketing strategies that can enhance product visibility and desirability.
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Distinctiveness Drives Perceived Popularity
- Aperol's meteoric rise had less to do with taste and more to do with behavioural signals of popularity.
- Its distinctive neon orange makes consumption visible, implying social proof and boosting appeal.
Implied Popularity Beats Bragging
- Explicit claims of popularity work, but implied popularity can be stronger because it's less suspect.
- Letting people infer popularity removes skepticism associated with a brand's self-promotion.
Visibility Wins In Social Settings
- Most spirits are visually indistinguishable, making their consumption invisible in social settings.
- Visibility gives Aperol a disproportionate mental share in bars and public spaces.
