HBO's "White Lotus" had an "impact" on sales of Aperol Bitter, according to the company. "Americans like to have Italy"

There was plenty of drama and murder in the hugely popular second season of HBO's "The White Lotus," which covers the hijinks of guests (and staff) at a luxury resort in Sicily - but for some, the real star was the drinks.

Per Insider, a bright orange cocktail made several appearances on the show, and most viewers on Reddit assumed it was the Italian classic, an Aperol Spritz.

“The widely watched White Lotus series showing multiple orange glasses is further proof of how much Americans love to have Italy and bright orange in their lives,” said Bob Kunze-Concewitz, CEO of Campari Group , in an email. to Contractor.

(The Campari Group owns the bitter brand Aperol, which is a key ingredient in an "Aperol Spritz".)

The drink has become more popular in the United States lately, according to its maker, which also owns fellow Italian bitter, Campari. The latter also shot to viral fame after HBO's "House of Dragons" featured Emma D'Arcy's favorite drink, a Negroni Spagliato.

Related: HBO's Viral TikTok About A Negroni Sbagliato Triggers Orders For Campari, Says CMO

D'Arcy's viral TikTok generated demand for the drink in bars and positively impacted the business of Brooklyn-based St. Agrestis Distillery, which makes pre-made drinks and bitters. The show also increased interest and orders for the Campari bitter, a key ingredient in the drink, the company's marketing director previously told Entrepreneur.

Kunze-Concewitz added in an email to Entreprenuer that U.S. sales of Aperol grew 50% in fiscal year 2022

"Aperol's potential is enormous," added its press release. Kunze-Concewitz also said Aperol's appearance on the show was "clearly having an impact," during an investor call this week, Insider noted.