Is the Limoncello spritz poised to be the drink of 2025? With sales on the rise, new markets opening up, and growing consumer interest in lower-alcohol, photogenic cocktails, all signs point to “yes.”
Limoncello’s Global Comeback
Once a souvenir of Southern Italy, limoncello has rapidly transformed into a global phenomenon. Between 2021 and 2022 alone, global limoncello volume sales grew by 8%, with premium-and-above limoncello rising by 11% in the same period, according to IWSR Drinks Market Analysis. Once mostly consumed in Italy, the liqueur now sees half of its bottles shipped abroad, particularly to markets like the US, UK, and Spain.
Brands like Bottega, Limoncello di Capri, and Villa Massa are fueling this boom, with the latter reporting a 16% sales growth in 2022 and expanding into the Nordics and the Americas. Pallini, the category leader, has grown an impressive 66% over the past four years. This isn't just a fad; it's a renaissance.
The Spritz Battle: Limoncello vs. Aperol
So why is the Limoncello spritz emerging as a credible rival to the Aperol spritz?
The Aperol spritz didn’t rise to the top by accident. Its success stems from Campari Group’s smart rebranding, simplified recipe, and an association with aspirational “la dolce vita” lifestyle. But crucially, its dominance also coincided with two macro trends: the surge in prosecco sales and a shift toward lower-ABV drinks. Aperol’s bittersweet taste, low alcohol content, and eye-catching orange hue made it irresistible both on menus and Instagram feeds.
Limoncello ticks many of the same boxes. It blends effortlessly with prosecco and soda to make a zesty, vibrant spritz, offering a sweeter, more citrus-forward option that appeals to the same drinkers. And it’s not just Italy or the Mediterranean taking notice—Google searches for Limoncello spritz peaked in summer 2024, with Scandinavian countries leading in growth of online recipe inquiries.
The Versatility Factor
Where limoncello holds a real advantage is in its versatility. Beyond the spritz serve, it performs well in a wide array of cocktails—from lemon martinis to Limoncello mojitos—and even in frozen or dessert-style drinks. Its vibrant lemon flavour and sweetness allow it to shine solo, act as a base, or layer into more complex recipes. It appeals to bartenders and consumers alike for its flexibility, allowing it to go beyond a one-serve wonder.
Importantly, limoncello isn’t a protected geographical indication like Champagne or Scotch whisky. This means it can be produced anywhere, giving distillers across the globe the freedom to experiment and innovate. Producers are now adapting the recipe to suit local palates and using regional ingredients, which opens the door to premiumisation and wider consumer appeal beyond its traditional Italian identity.
A Lasting Staple or a Summer Sensation?
As with any trending drink, the question remains: is this growth sustainable, or are we looking at a menu-driven moment?
Indicators point to sustained growth, not a fleeting fad. Limoncello brands are investing heavily in new markets, and the premiumisation of the category suggests long-term confidence. Importantly, its current rise is not tied to a single viral moment but rather a multi-year trend in consumption and export growth.
Still, much will depend on how bars and brands continue to innovate with serves and storytelling. If it becomes a seasonal must-have like Aperol, its staying power could be cemented.
