- Mid-ABV spritzes are growing quickly in the US. Bitter profiles tend to carry higher ABVs, so the shift to mid- and low-ABV is also a move towards more approachable flavours
- Spritz consumers in the US tend to skew more urban than the average drinker
- The American spritz is more diluted than the Italian serve (more ice and soda), which may be fuelling the low-ABV association in the US
- At-home hosting is a tailwind for the spritz as it is simple to make, looks impressive and is cost-effective for consumers pulling back on going out
- The spritz is a natural fit for daypart blurring (brunch, daytime, outdoor occasions), filling a white space as socialising shifts to earlier in the day
Bright, refreshing and highly photogenic, few drinks have captured consumer attention quite like the Aperol spritz. What began as a social media darling has evolved into something much larger: a broader movement fuelled by growing interest in lower-ABV drinking, daytime consumption occasions and the Italian tradition of aperitivo.
The modern spritz is less a specific recipe than a format, encompassing bitter liqueurs, vermouths, wine-based aperitifs, sparkling wines and an increasingly diverse range of ingredients. For brand owners, retailers and on-premise operators, that flexibility is creating an abundance of new opportunities.
As a category, spritz is injecting a much-needed boost to the spirits industry, according to IWSR‘s North America research director, Adam Rogers. “The spritz reflects several of the biggest trends shaping beverage alcohol today, including moderation, premiumisation, cocktail culture and experience-led drinking,” he says.
“Rather than being a passing fad, it has evolved into a flexible cocktail format that gives consumers and bartenders endless opportunities to innovate. Its combination of lighter alcohol levels, premium ingredients and versatility means it appeals to a wide range of consumers and occasions.”
Diverse demographics
Once viewed as a niche European aperitif, the spritz has become one of those rare cocktail formats that carries cross-generational appeal. Low ABV, refreshing flavours, attractive aesthetics and endless customisation have helped it find fans from young to mature, urban to suburban.
As Rogers notes: “The spritz appeals across generations, because it satisfies multiple consumer needs: Gen Z LDA drinkers value moderation and experimentation, Millennials embrace premium cocktail culture and Gen X appreciates a lighter, more refreshing alternative to traditional spirits.”
The result is a category that checks all the boxes: age, occasion and drinking style.
Simple, social and adaptable
Longtime restaurateur Josh Childs, owner of Trina’s Starlite Lounge, The Paddle Inn, Parlor Sports and Sunset Club in the Greater Boston area, has seen plenty of consumer trends over the past three decades. He is of the view that the spritz has staying power, because it combines escapism, approachability and versatility.
“The classic spritz does it all,” he says. “It’s fun, easy to make and takes the guests on vacation to the Ligurian Coast. I’m joking, but it really does feel like a hip excursion.” This sense of cosmopolitan escape remains central to the category’s appeal. “Low ABV is a huge plus,” Childs adds. “It’s how the Italians have been celebrating aperitivo hour for decades.”
The serve’s flexibility is highly compelling for bar operators. “Spritzes photograph beautifully and the range of flavours and garnishes gives us endless creative possibilities,” says Jody Richardson, restaurant manager at Alpana, a wine-inspired bistro in Chicago. “They also deliver strong perceived value: a large, attractive serve that lasts longer than many traditional cocktails.”
Richardson notes that the serve’s appeal begins with its simplicity.
“At its core, it’s a straightforward build: a base spirit, an acid component, a sweetener, topped with soda and sparkling wine over ice,” she says. “That framework leaves room for creativity.” Alpana’s spritzes (one of which is below), for example, incorporate ingredients from local producers to showcase seasonal flavours and support small businesses.
Long before the current spritz boom, Childs was creating drinks that fit the format. His raspberry fizz – a combination of house-made raspberry vodka, muddled lime and soda – has remained a fixture on the menus of his Massachusetts venues.
“Who would have thought the drink I came up with 30 years ago would be one of our top five items sold to this day, including food?” asks Childs. Other guest favourites include the Starlite cocktail, made with rum, Parfait Amour, lemon and bubbles, which is also available as an RTD . “Our whole team works together to come up with diverse recipes,” Childs adds.
The Aperol effect
For many retailers in the US, Campari Group’s Aperol brand was the catalyst that introduced consumers to spritz culture and, ultimately, the wider world of aperitifs.
“Aperol was always bigger in Europe, but it’s grown here,” says Mat Dinsmore, managing partner of Wilbur’s Total Beverage in Fort Collins, Colorado. “We went from selling about five cases of Aperol a month to 20 to 25. That’s levelled off a bit, mainly due to seasonality.”
Dinsmore attributes much of the growth to the at-home cocktail boom during the Covid pandemic. That curiosity has expanded beyond Aperol itself, with US consumers increasingly exploring the broader aperitivo category. “There are 1,000 different ways to make spritzes now,” says Dinsmore. “Limoncello is the most notable extension I’ve seen, but there’s definitely movement with blackcurrant and elderflower.”
Lauren Clark, owner of Tip Top Wine Shop in Easthampton, Massachusetts, agrees. “The spritz trend is great for shops like us that have a beer-/wine-only licence,” she says. “There are more wine-based aperitifs and amari available, and our customers like to explore all the options. They notice whenever we bring in something new.”
Clark points to a combination of flavour, lower alcohol and visual appeal as the key drivers. “Plus,” she adds, “Aperol and other Italian red bitters, such as Cappelletti Vino Aperitivo (below), are beautiful in the glass, which makes them perfect for social media.”
Embracing bittersweet
The rise of the spritz also reflects a broader shift in consumer tastes. As drinkers move away from overly sweet cocktails and sugary mixers, bittersweet flavours are finding a larger audience.
“Over the last decade, habits have veered away from sugary sodas and cocktails,” says Childs. “Bittersweet is a much more sophisticated profile as tastes develop. Aperol leans sweeter and that explains its popularity; bridging the gap, if you will.”
Dinsmore sees a similar evolution in the off-premise channel. While consumers have long gravitated toward sweeter liqueurs – such as amaretto, limoncello and Grand Marnier – interest in bitter aperitifs and amari continues to grow. He notes that these more assertive flavours tend to attract a slightly more experienced consumer, but believes Aperol and the spritz category have helped introduce a wider audience to bitterness, paving the way for further exploration.
The rise of the hugo
While the Aperol spritz remains the dominant category serve, IWSR’s Rogers says the elderflower-forward hugo has been quietly growing in popularity.
“The hugo spritz has emerged as one of the strongest alternatives, offering a lighter, floral profile,” he says. “At the same time, consumers are increasingly experimenting with limoncello, elderflower, botanical aperitifs and house-created spritz variations.”
Richardson points out that she was enjoying a version of the hugo spritz long before the current boom, using Bacardi’s St-Germain elderflower liqueur (above) to elevate inexpensive prosecco. “Then Aperol spritzes hit the mainstream, and Americans fell in love with that bright, refreshing aperitif style.”
While Dinsmore believes the hugo has yet to gain significant traction in his market, he points out that consumption trends often emerge first on the East and West Coasts before moving inland.
Year-round versatility
The fact that there are so many possible combinations in one category offers extra appeal to creative beverage programmes.
According to Alpana’s Richardson, one of the restaurant’s winter standouts was its holidays on ice serve – a clementine tea-infused vodka with pear vinegar, simple syrup, soda water and prosecco. Despite launching during the colder months, the serve proved remarkably successful.
“Being vodka-based, it sold exceptionally well,” she says. “Only our lux old fashioned and espresso martini outsold it from November through February.”
Another popular offering at Alpana is the it’s Britney, spritz! – Chicago Spirit Vodka, Appel’s Sakura Cherry Blossom Cordial, lime juice, soda water and sparkling wine. While it’s become a strong seller, “it may be because of the name,” suggests Richardson.
The ‘day cap’ and RTD potential
An interesting trend has emerged alongside the focus on moderation, mindfulness and lower ABV: the rise of the ‘day cap’. Alongside aperitivo hour and early-evening socialising, daytime drinking occasions, such as brunch and outdoor gatherings, are fuelling spritz demand.
“Frankly, it’s a long-overdue ritual for us here in the States,” says Clark. “It’s a relatively affordable, low-impact way to have a festive occasion any day of the week.”
With RTDs a major growth opportunity in the US – IWSR data show spirits volumes fell by 4% in the country last year, but RTD variants soared by 14% – it’s of little surprise that spritz RTDs are flooding the market.
“There are more spritz- and amaro-inspired RTDs out there, both with and without alcohol,” says Clark. “Some are quite meh, but some are quite good. I think these will reinforce the popularity of spritzes. People will go for the packaged versions when they need something convenient and portable.”
Aperol may have started the trend, but as consumption occasions shift earlier, moderation remains top of mind and innovation continues apace, the future of the spritz looks refreshingly bright.
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