The Rise of the Spritz: Cocktail of the Century
Discover the irresistible rise of the spritz! While martinis and margaritas still hold their ground, this effervescent cocktail is making waves, captivating taste buds everywhere Join the spritz revolution and experience the perfect balance of flavors
The spritz has become increasingly popular, making its way into the top 10 most-ordered cocktails at bars in the US. This refreshing drink combines Prosecco, club soda, and a typically Italian liqueur such as Campari or Aperol, creating a delightful blend.
The spritz has recently emerged on the list for the first time, primarily due to its transition from being perceived solely as a summer beverage. This shift, combined with its flexibility in terms of customization, has led to bartenders extensively experimenting with the spritz. They are now substituting various liqueurs or juices in lieu of Campari or Aperol. Consequently, the spritz has earned the title of the current go-to cocktail, with its popularity spanning all seasons, as indicated by a recent report from bar analytics service Union.
According to Union, the spritz has had a highly successful year, experiencing consistent growth each month and reaching its peak during the middle of summer.
The data indicates that spritz sales began to grow earlier than usual this year, beginning in April. Even in January, which is typically a slower month for spritz sales, there was a significant increase, with sales being more than double compared to the previous January.
According to Matthew Crompton, the regional director of CGA by NIQ, the appeal of spritz cocktails is their vibrant colors and their alignment with various consumer trends. They are low in alcohol, making it possible to consume multiple drinks at once, and are enjoyable to showcase on social media platforms like TikTok and Instagram. This rise in popularity of low and no-alcohol cocktails and mocktails reflects a growing desire among consumers to regulate their alcohol consumption, as reported by IWSR Drinks Market Analysis with a 15% increase in sales within this category last year.
Campari climbs
The spritz's popularity has soared due to its regular presence on HBO's "The White Lotus," which has given it "cultural credibility," according to the Union report. Moreover, there is also a Jennifer Coolidge association with the spritz.
Gruppo Campari, the company behind Aperol, announced in its latest earnings report that sales in the US have experienced a 9.1% growth during the first three quarters of 2023. It is worth noting that both Aperol and other Italian liqueurs remain the company's best-selling alcohol brands. Furthermore, Andrea Sengara, a Campari executive, attributed this success to the growing trend of consuming low-alcohol cocktails and the increasing interest in Italian culture, particularly the tradition of enjoying an "aperitivo".
American consumers, like others around the world, are increasingly recognizing and embracing the aperitivo tradition, which symbolizes the act of pausing and savoring moments with friends. CNN was informed by Sengara that they have also observed a change in consumer preferences, with a shift from a liking for sweet flavors to an emerging preference for bitter tastes.
Sengara attributes the growing awareness of the Italian-owned brand to intensified advertising efforts and sponsorships, such as those at prominent events like the Coachella music festival and the US Open tennis tournament in California.
That has led to an increase in sales. The company provided data showing that shipments of Aperol to the US grew significantly, from only 9,000 cases in 2010 to 390,000 cases last year. In addition, Campari's volume also saw a surge, with 227,000 cases shipped in 2022, more than double the amount from 2015.
Gruppo Campari, which also produces Aperol, said that US sales grew 9.1% for the first nine months of 2023.
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Sting wants in
Campari and Aperol are the market leaders, but that didnt scare Amante 1530, a new Italian liqueur that has music icon Sting on its founding team, from recently launching.
The Campari group implemented an intensive and targeted marketing campaign with the goal of popularizing the spritz, according to Ana Rosenstein, CEO and cofounder of Amante 1530. This effort played a significant role in their realization that this category had much greater potential.
In comparison to Campari and Aperol, Amante 1530 offers a drink with lower alcohol content, less sugar, and a more subtle finish, which serves as an alternative option for consumers. Currently, the drink is available at specific restaurants and retailers in New York, priced at $34.99 for a 700ml bottle, similar to the cost of Campari.
"Those who perhaps weren't convinced by the available options might find our product more appealing, tailor-made to their flavor preferences," she commented. As she casually browsed TikTok, Rosenstein came across various versions of spritzes on her feed, including a Hugo spritz featuring St-Germain elderflower liqueur and a Lillet spritz made with the wine-based liqueur.
Regardless of the brand, both agree that spritzes are here to stay and will continue to be popular.
"People always like to add their personal touch to cocktails, whether it's making it themselves or confidently ordering it at the bar," she explained. "The spritz category is experiencing a similar growth rate as the overall category and evolving in a more complex manner."
