Campari sees untapped opportunities for its popular Aperol brand: taking on beer, a stadium favorite, at concerts and sporting events. Davide Campari-Milano believes the Aperol Spritz—a cocktail mixing crimson bitters with sparkling wine and soda—can replace beer as the go-to drink for some concertgoers and sports fans.

To increase efficiency, Campari recently tried a new way of serving the Spritz where speed is of the essence. The cocktail was put on tap, eliminating the need for staff to do the mixing.

Aperol Spritz on tap proved popular at a recent concert by Puerto Rican reggaeton superstar Bad Bunny at the San Siro stadium in Milan, according to Chief Executive Officer Simon Hunt.