From sun-drenched piazzas to rooftop bars in London, the spritz has emerged as a global icon of relaxed, flavour-led drinking. Rooted in northern Italy and built around low alcohol aperitivo culture, spritzes are having a modern-day renaissance. 

While Aperol has long been the star of the show, the broader spritz category is expanding fast with new standouts like the Hugo Spritz. Fuelled by social trends, cultural nostalgia, and a collective shift towards more mindful drinking.  

A Sip of History 

The spritz dates back to the 19th century, when Austro-Hungarian soldiers in Veneto began diluting local Italian wines with a splash of water. Over time, that simple refreshment evolved into the bittersweet, sparkling serve we know today. Featuring an aperitivo liqueur like Aperol, Campari or Select served with prosecco, and a dash of soda. 

But while its heritage is steeped in tradition, the modern day spritz is anything but stuck in the past. 

A drink aligned with modern values 

The renewed interest in spritzes isn’t a coincidence. It mirrors a broader shift in how consumers approach alcohol, flavour-first, lower in strength, and more sociable in spirit. Spritzes fit seamlessly into the rising mindful drinking movement that prioritises taste, experience and occasion over ABV. 

In Germany, bitters and spirit aperitifs are expanding steadily, with IWSR reporting the category growing at a compound annual growth rate (CAGR) of 3% and more notably, premium priced products in the space are rising at a CAGR of 12%. Pointing to a growing consumer desire for well crafted, lower alcohol options that still deliver a multisensory experience. The interest doesn’t stop there, Innova reported 64% of consumers globally expressed interest in new products inspired by traditional recipes. The spritz hits that cultural sweet spot… familiar enough to feel timeless, yet flexible enough to be constantly reimagined.  

Aperol leads the charge, but others are close behind 

Aperol remains the category leader, and it continues to grow. In 2024, the Aperol Spritz was Italy’s most Googled cocktail racking up 20.7 million searches. Aperol’s latest campaign, “L’unico. Per tutti.” (“The only one. For everyone”), captures the universal appeal of the serve, with the advert showcasing nods of recognition and subtle approval from onlookers as an Aperol Spritz is ordered. 

But Aperol isn’t alone in shaping the spritz landscape. The Hugo Spritz, a lighter, elderflower-based serve from South Tyrol became a breakout hit in 2024, generating 290 million TikTok views and elevating a regional tradition into global stardom. With its fresh herbal notes and slightly sweeter profile, the Hugo speaks to the younger, trend-aware drinkers who value delicate flavours and botanical cues. It’s a signal that the spritz format is broadening, and that consumers are open to exploring flavour led twists rooted in European craftsmanship. 

Spritz goes pop culture 

What’s helping the spritz move from beyond a trend to instead a cultural staple is the strength of its storytelling, and that story is increasingly being told with celebrity endorsement. Martini’s recent “Dare to Be” campaign, featured Bridgerton actor Jonathan Bailey and reframes the drink as a moment of lightness and relaxation, with Bailey trading a film script for a spritz. Vice President of Martini, Emma Fox spoke on the campaign stating it brought “Authentic Italian heritage to life in new ways for a new generation.” Which the brand achieves by pairing timeless aesthetics and backgrounds with a modern spontaneity perfectly captured by current leading man Jonathan Bailey. 

Meanwhile, elderflower liqueur brand St-Germain has brought the Hugo Spritz into the spotlight through a partnership with Sophie Turner. These collaborations are carefully curated, aligning with the aspirational but relaxed energy of the aperitivo lifestyle. The message is subtle but powerful: the spritz isn’t just a drink, it’s a lifestyle marker. 

Ritual, reinvention, and ready-to-drink formats 

As demand for the spritz grows, so does innovation. From a new product development perspective, the category is flourishing. Ready-to-drink (RTD) spritzes have become a staple in convenience retail, balancing portability with flavour integrity. No- and low-alcohol variants are gaining shelf space too, aligning with the broader shift toward moderation without compromise. 

New takes on the spritz are expanding what’s possible within the format. Citrus is still king, but consumers are increasingly interested in unexpected inclusions, blood orange, pink grapefruit, bergamot and herbaceous elements like thyme, basil and bitter botanicals. The result is a growing palette of potential profiles, ideal for those developing beverage ranges that bridge tradition and innovation. For flavour creators, the opportunity lies in balancing bitterness and freshness while leaning into recognisable sensory cues that signal quality, familiarity and seasonality. 

A lifestyle experience brought to life 

The spritz isn’t just showing up on shelves it’s being celebrated in bars, restaurants and brand-led experiences. In London, Aperitivo Week last month created by Italian brand Amaro Santoni invited 15 venues to craft their own aperitivo-style cocktails, each showcasing their mixologists unique take on a classic as they utilised the versatility of the spritzes flavours using Amaro Santoni’s bittersweet, herbaceous profile. 

The event was more than just a drink, it embraced craftsmanship and community whilst highlighting what makes the category so resilient and full of creative potential. 

A category rich in story and opportunity 

The spritz has become more than a cocktail. It’s a platform for flavour innovation, a canvas for cultural expression, and a bridge between old world tradition and modern day desires. With strong consumer interest, growing product diversity and continued cultural momentum, it’s clear that the spritz isn’t just a seasonal trend; It’s a category in its own right. Contact our team of experts today to see how we can help you make your mark on the spritz.  

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