What's Happening?
The spritz, a cocktail combining sparkling wine, liqueur, and soda water, has become a popular summer drink in the U.S. and UK, drawing from European aperitivo culture. The Aperol spritz, a light and slightly bitter cocktail, has seen significant growth, particularly in the U.S., where it has become a dominant brand for Campari. The spritz trend is characterized by its colorful presentation and adaptability, allowing for lower alcohol versions. This trend has provided a bright spot in the spirits market, with Campari's Aperol brand growing 11% in the U.S. in 2024. Other brands like Bacardi's St-Germain are also capitalizing on the spritz's popularity, offering elderflower liqueur variations.
AD
Why It's Important?
The rise of the spritz reflects broader trends in the beverage industry, including a shift towards lower alcohol options and visually appealing drinks that resonate with social media users. This trend is significant for spirits companies facing economic challenges, as it offers a growth opportunity in a competitive market. The spritz's popularity among younger consumers, who prefer lighter and more sessionable drinks, indicates a shift in drinking habits and socializing preferences. The success of the spritz category could lead to increased demand for related products, such as premium-priced bitters and aperitifs, driving further innovation in the industry.
What's Next?
Campari plans to introduce Crodino, a non-alcoholic aperitif, in the U.S., tapping into the trend of mindful drinking and low-ABV lifestyles. This move aligns with the growing demand for non-alcoholic options among younger consumers. The spritz category is expected to continue evolving, with experimentation in liqueurs and wine-based spritzes offering new opportunities for growth. As the spritz trend expands, it may influence the wine industry, modernizing its offerings and attracting a new audience. The continued popularity of the spritz could lead to year-round marketing efforts, extending its appeal beyond summer.
