- Aperol has signed on as the official sponsor of Hilary Duff's "the lucky me tour," bringing pre-show Aperol Spritz Day Club experiences to select U.S. cities beginning June 21 in West Palm Beach, FL.
- Fans aged 21+ across eight U.S. markets (Florida, Georgia, Texas, California, Illinois, Tennessee, New York, and Massachusetts) can enter to win sold-out tour tickets plus limited-edition co-branded merch at aperolsharethemoment.com.
- Duff's sixth studio album luck...or something debuted at #3 on the Billboard 200, her highest chart position since 2007; the "the lucky me tour" has already sold out 50 shows globally across seven countries, including Madison Square Garden and Kia Forum.
- This marks the first-ever Aperol x Hilary Duff collaboration, a deal Duff called "full-circle," since she referenced an Aperol Spritz in one of her songs.
Aperol, the iconic Italian aperitivo owned by Campari Group, has announced a new summer brand partnership with multiplatinum global icon Hilary Duff.
Centered on its “Share the Moment” campaign, the deal makes Aperol the official sponsor of Duff’s sold-out “the lucky me tour,” her first major headline run in over 18 years.
Duff is riding serious momentum right now. Her comeback album luck…or something, released on Atlantic Records, debuted at #3 on the Billboard 200, her strongest chart showing since 2007, earning praise from Rolling Stone, Pitchfork, and Billboard.
The album hit #1 in Canada and Australia and landed Top 5 in six countries. Just last month, Duff also partnered with strength training app Ladder, her first fitness brand deal, highlighting her growing brand portfolio heading into the tour cycle.
As part of the Aperol activation, fans in select markets will enjoy curated Aperol Spritz Day Club pre-show meetups at top local bars and restaurants ahead of each concert stop. One lucky winner per market will score two tickets to the otherwise sold-out show. Duff noted the partnership felt natural, saying she actually mentioned an Aperol Spritz in one of her songs.
For Aperol, this continues a sharp push into celebrity-led summer culture. The brand tapped Vampire Diaries star Nina Dobrev for its “Aperolidays” holiday campaign in late 2025 and returned to Coachella 2026 with an immersive Day Club experience.
The Duff deal follows a similar playbook to what St-Germain recently pulled off with Sophie Turner, pairing a spirit brand’s summer push with a high-profile female celebrity.
Takeaways
This deal is smarter than it looks on the surface. Aperol isn’t just slapping its logo on a tour, it’s engineering real-world social moments around the live music experience, turning pre-show hangouts into branded cultural touchpoints.
The “Aperol Spritz Day Club” concept extends the brand’s presence from the glass to the entire night out, which is exactly how drinks brands win in the experience economy.
For Hilary Duff, this partnership signals she’s not just staging a music comeback, she’s building a full lifestyle brand refresh. Between Ladder in April and now Aperol in May, she’s stacking deals that speak directly to the adult millennial woman: fitness, fun, and social connection.
The organic angle (Duff mentioning an Aperol Spritz in her own song before the deal) is the kind of authentic hook money can’t manufacture. It gives the partnership a credibility that most celebrity brand deals sorely lack.
Could Duff’s organic mention of Aperol in her music be what sealed the deal, and is that a new model for how brands identify celebrity partners? With Aperol leaning heavily on female celebrities like Nina Dobrev and now Hilary Duff, is the brand intentionally repositioning itself as a woman-forward lifestyle label?
