Trend: Waiter, a Spritz!

Introducing the Spritz would be redundant, given just how famous it is. A total of 450 million were served in 2015—if you lined them all up, they’d circle the globe! Let’s take a closer look at this cocktail that adds a touch of orange to winter!

300,000 glasses of Spritz a day

Spritz is enjoyed around the clock, because it’s always aperitif time somewhere in the world. In fact, 300,000 glasses are “spritzed” every day in the Veneto region alone. No wonder the gondoliers are singing! In Italy, it sells for between 2 and 3 euros, while other countries around the globe charge more than double that. The fact is, the orange-slice cocktail is a common drink for Italians, who see it as a more festive alternative to the ever-present caffè, whereas abroad it’s perceived as a high-end, ultra-hipster refreshment.

It should be noted that the Italians were not the ones who initiated this. During the Austro-Hungarian occupation, soldiers, workers, and diplomats found it difficult to drink Italian wine, which they considered too strong for their northern palates. Rather than go without, they took to mixing it with seltzer water, shouting “spritz!” to the bartender—which means “spray!” .” Slightly offended and eager to make the drink a bit more palatable, the Italians added a splash of Prosecco and an alcoholic aperitif, and eventually came to enjoy it.

The Marketing of Spritz

Quickly embraced by the Campari Group—of which Aperol is a part—the Aperol Spritz has become a must-have. The company has skillfully leveraged a carefully crafted marketing strategy centered on events of all kinds, such as “Spritz English” evenings organized to help guests improve their language skills over a cocktail, or the opening of Spritz bars like La Terrazza in Milan. Since then, communities of enthusiasts have sprung up, such as the Aperol Spritz lovers who share their best tasting moments, while the “spritzers” are those Parisians who scour the bars in search of their favorite drink!