The global drinking landscape is shifting, and I sense that part of this quiet evolution is due to the rise of the spritz. Once a regional ritual, this light, effervescent, aperitivo drink has expanded beyond its origins, reshaping consumer habits and redefining how people unwind and socialise, across occasions. From Europe to Asia, we are seeing spritz culture influencing how and when people drink —replacing heavier options with a more relaxed, (some might say) sociable alternative and upgrading quiet social chat-ups into something a little more elevated.  

According to recent market data from Euromonitor International, the premium aperitif segment in Western Europe grew by 18% in value between 2020 and 2024, significantly outpacing the broader spirits category. In markets like Spain and the UK, aperitif sales have increased by over 30% during this same period, highlighting a substantial consumer pivot toward more sophisticated pre-dinner drinks and indicating that aperitifs are moving beyond their traditional consumption occasion. 

Furthermore, data from IWSR shows that aperitif sales in Western Europe surged by 22% between 2021 and 2023, with notable growth in France (28%), Germany (19%), and the Netherlands (24%). This all indicates that aperitif -style drinks, particularly spritzes, are becoming a central part of modern drinking culture.  Perhaps still referring to them as “aperitif / aperitivo” drinks is misleading as they certainly aren’t only chosen in those after-work, early evening moments. Some may class them as an aperitivo, others a cocktail, others a sophisticated long drink. 

NB. For the purposes of the rest of this article, I have referred to these drinks as aperitivo, given their Italian heritage. 

Changing Drinking Culture

Younger consumers, in particular, are redefining their drinking choices. Unlike previous generations, a cohort of today’s drinkers are more selective in their drink choices, cutting down or abstaining. They are drawn to beverages that balance sophistication, taste, and moderation, which is why lower-alcohol spritzes have become a drink of choice. 

The moderation movement is certainly influencing choices. Wine Intelligence reports that 58% of Western European drinkers now consider alcohol content when purchasing, up from 42% in 202. While Aperol Spritz is not explicitly marketed as a lower-alcohol drink, Barfly consumer research indicates that consumers believe it has a lower ABV compared to other long drinks such as a G&T. Is this the time for Spritz to tap into the rising mid-strength trend? 

The Emotional Pull of the Spritz Moment

Now I like a spritz just as much as the next person. And often choose one as I know it is going to be light in flavour, easy to drink and seasonable. But the success of the spritz is not just about its taste—it’s about the experience it represents. Many traditional drinking cultures emphasise alcohol consumption as a means of celebration or relaxation, and the spritz does just this and more, managing to position itself as something different: a social lubricant without excess.  

In addition to its emotional connection, the visual appeal of the Aperol Spritz has played a crucial role in the rise of the spritz category. The distinctive orange colour, elegant glassware, and consistent presentation create an instantly recognisable aesthetic, reinforcing its aspirational connection to the Italian lifestyle.  I’d hate to count how many times an Aperol Spritz has made its way into someone’s Insta-feed or it gets ordered simply because you see another person drinking one at the table next to you. A brilliant lesson in driving on-trade marketing & sales by Campari. 

The Global Expansion of Spritz Culture

So much of the spritz culture is traditionally associated with the early evening pre-supper drinks occasion. The time of the aperitivo occasion may differ – for example, in Spain, it typically starts around 7 pm, while in markets like the UK and Germany, it begins earlier, around 5-6 p.m. What is important is that regardless of country or heritage, the ritual is becoming increasingly important, with 65% of urban Western European consumers now regularly participating in some form of after-work drinking occasion. 

And more and more brands are launching spritzes, adapting their strategy to local drinking habits, helping to build local relevance to their global target audience:  

• In the United States, the Aperol Spritz has evolved beyond its classic Italian roots, positioning itself as an all-day option—moving beyond the aperitif moment into brunch, poolside drinking, and casual get-togethers.  
• In Asia, spritz adoption has been more gradual, as drinking traditions differ significantly. However, the rise of Prosecco culture in markets like Japan and China—where the sparkling wine market was expected to hit $2 billion in 2024—suggests a growing appetite for spritz-style beverages.  

This growing popularity of spritzes has inspired a wave of competitors. Sparkling wines, RTD cocktails, and even some beers are attempting to capture a share of this changing occasion.  In the UK, supermarket own-brands from M&S to Lidl are getting in on the action, launching their own spritzes to satisfy growing consumer demand. And brands like Fever-Tree and Bottle Green are innovating in the premium mixer space, creating products that can be enjoyed on their own as a No & Low alternative —often mirroring the refreshing, effervescent lower-alcohol appeal of a spritz. 

However, this growing market also presents challenges: 

• Imitation risk: While the Aperol Spritz benefits from its association with authenticity and Italian heritage, competitors could dilute its positioning if they flood the market with imitations and just be seen as a ‘me too’ – and we only need so many of those.
• The moderation movement: Consumer interest in No & Low beverages is increasing, meaning brands must carefully navigate their positioning to maintain relevance. The global No & Low market is expected to grow at a CAGR of 18%, reaching $20.6 billion by 2030. A ripe place for spritz like No & Low alternatives offering sophisticated options for the sober curious or those zebra-stripping. 
• The rise of mid-strength: Some might argue that this isn’t a challenge for spritz as it is a mid-strength drink. But competition within this space is likely to increase as brands begin to offer more mid-strength options. And is it a good marketing message if consumers perceive it to be ABV permissible? 

What’s Next?  

The shift toward spritz-style drinking isn’t just a trend—it’s a long-term cultural evolution. As consumers seek out more mindful drinking experiences, the spritz is well-positioned to become a staple of the modern drinking repertoire.  

Looking ahead, I expect to see:  

• More innovation in spritz variations, including non-alcoholic and lower-sugar options. May a few more celebrities get into the category too
• Expansion in Asian markets, as brands adapt spritz culture to local preferences
• Greater integration with food occasions, reinforcing its role as an ideal pairing for casual dining. Kantar reports a 35% increase in food orders during aperitivo hour in Western European bars and restaurants, showing how the social dining aspect of spritz culture is growing

As traditional drinking habits fade, the spritz is leading the way toward a new era of social, sophisticated, and refreshing drinking moments.  

Written by: Lizzie Carr, Managing Director