The Unstoppable Spritz

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How Do You Define a Spritz in 2024? When the concept of the Spritz originated in the late 19th century, making one meant adding a splash of water to wine. Nowadays — thanks in large part to Aperol’s masterful marketing plan (and in smaller part to “The White Lotus”) — the Spritz has exploded, and its form shifts from bar to bar. This liberal interpretation among the industry set allows the category’s tendrils to spiral with wild abandon, says writer Rich Manning, and the pros believe they’re bound to get wilder as modern spritzes continue their shift from trend to mainstream.

Credits

Co-founders Joshua Malin Adam Teeter Editorial Sylvie Baggett Taylore Glynn Tim McKirdy Joanna Sciarrino Art Direction Danielle Grinberg Reporting Anna Maria Giambanco DiPietro Maggie Hennessy Rich Manning Pete O'Connell Brad Thomas Parsons Sam Sumpter Eric Twardzik Olivia White Design Sara Pinsonault Illustrations Shira Inbar Shin-Yeon Moon Photography Jeff Brown Shelby Moore

Design Sara Pinsonault Illustrations Amanda Lanzone Photography Aaron Bernstein Gabrielle Johnson Geo Rivera

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A Guide to the Spritzes of Italy "Much like the devoted fans of Italy's football clubs, regional allegiances abound when it comes to the Spritz," says writer Brad Thomas Parsons. Thanks to the popularity of that bright and bubbly orange-hued drink, the Spritz has become ingrained in American drinking culture, but it remains the crown of Italian cocktails. While most regional Italian spritzes honor the classic template of bitter, Prosecco, and soda, they each evoke a sense of place, culture, and tradition, whether you're tableside at Milan's historic Camparino in Galleria or at the corner seat of your neighborhood bar. Learn more about each one by clicking the stamps below.

Aperol Spritz

PADUA, VENETO

The Aperol Spritz needs no introduction; it dominates as one of the world's most ubiquitous and recognizable drinks.

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The format's rise to fame may have a certain orange aperitif to thank, among other things. But in 2024, the Spritz’s looser interpretation across the cocktail space — as a template, as a downright vibe — means what ends up in your glass when you order one depends on the bar and the bartender. That interpretation may hew closer to the classics, or go rogue and swap in digestifs, add spirits, replace bubbles, and more. As long as it fulfills the requirements of a Spritz — which is to say it’s balanced, lively, and evocative of that sunny feeling when you drink it — we’re all for a more freeform era.

Who doesn’t love a Spritz? It’s cold, bubbly, just the right amount of boozy, and ever-poised for sipping in the sunshine.

VENICE, VENETO

Cynar, a carciofo-style of amaro, which uses dried artichoke leaves as a key ingredient, imparts a mild vegetal note to this earthy take on a Spritz that’s popping up more and more as a default order for amaro aficionados.

Cynar Spritz

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THE SPRITZ BLUEPRINT

☼ 3 parts Prosecco ☼ 2 parts liqueur ☼ 1 part sparkling water ☼ Garnish

THE APEROL SPRITZ

From northeastern Italy comes this easy, breezy cocktail with widespread appeal.

THE VENETIAN SPRITZ

Despite the ubiquity of the Aperol Spritz, by most accounts, the Venetian Spritz – made with Select Aperitivo – is the drink that pioneered the "Spritz" category as we know it.

THE HUGO SPRITZ

THE PIRLO SPRITZ

A Spritz without Prosecco? That’s right. The Pirlo Spritz — or more accurately, just Pirlo — is an Italian aperitivo made with Campari, still white wine, and a coy splash of sparkling water.

THE AMALFI SPRITZ

THE CYNAR SPRITZ

For a smooth introduction to the artichoke-based liqueur, there’s arguably no better vehicle than the Cynar Spritz.

VENICE, VENETO

Featuring Select Aperitivo, the Venetian Spritz eschews the standard orange slice in favor of a single green olive, which imparts a briny salinity to the drink that plays well with its bitter profile while toning down some of the sweetness.

Spritz Veneziano

BRESCIA, LOMBARDY

Considered the precursor to the Spritz Veneziano, the Pirlo combines Campari, still white wine — not sparkling — and soda water, with 1-2 half-moon orange slices as garnish.

Pirlo Spritz

CALTANISSETTA, SICILY

The iconic golden child of Sicilian amaro, Averna is rich with notes of Mediterranean herbs, lemon, orange, and pomegranate. Its cola-like quality and subtle bitterness make it a slightly bolder alternative to a classic red bitter Spritz.

Averna Spritz

MILAN, LOMBARDY

While the Campari Spritz may not rival the popularity of the Aperol Spritz, it represents a more nuanced, and admittedly divisive, option.

Campari Spritz

SOUTH TYROL, TRENTINO ALTO ADIGE

The Hugo was created in the early 2000s in South Tyrol in northern Italy, originally mixing a local lemon balm syrup with Prosecco and soda water before changing over to elderflower liqueur.

Hugo Spritz

FRIULI, FRIULI-VENEZIA GIULIA

A super deep-cut on the regional Spritz circuit, this mix of white or red wine and soda water is an older drink found at osterias and bars in Friuli and Udine, typically served before lunch or during aperitivo hour.

Friuli Spritz

AMALFI COAST, CAMPANIA

With the continued popularity of the Amalfi Coast among vacationing tourists, it's no surprise that this signature drink, made with limoncello, Prosecco, and soda water, has been adopted and rebranded as an Amalfi Spritz.

Limoncello Spritz

EARLY 2020s

Prosecco Imports to the U.S. Surpass U.K. + Growing Interest in the No- and Low- Alcohol Movement

2022

Aperol Case Sales Hit 390,000

2024

The Spritz Hits Its Stride

2023

Aperol Launches Official Partnerships and TV Placements

2021

2021-2024

MID TO LATE 2010s

Aperol's Marketing Strategy Evolves

2015

Caffe Dante Popularizes Aperitivo Culture in NYC

2011

2013

2016

2018

2020

2011-2020

2003

Campari Purchases Aperol

2006

Aperol Lands in the U.S. With a Catchy New Recipe

2009

Reorganization of the Prosecco System / Establishment of the Prosecco DOC

2001-2010

2001

2004

2007

1921-2000

1930

1980

1950s

The Aperol Spritz Recipe Makes Its Debut

1800-1920

1800

1830

1910

1800s

The Proto-Spritz is Born

1860-1920

Bitter Liqueurs Enter the Market

1860

Campari

1919

Aperol

1919

Select

Austro-Hungarians in Veneto, Italy allegedly didn't care for the taste of Italian wines, so they diluted them with a "spritzen" of carbonated water .

In the late 1800s and early 1900s, the aperitifs at the base of today's beloved Spritzes were introduced.

A mix of the orange aperitif, Prosecco, and a splash of soda water became known as the Aperol Spritz.

Campari makes Aperol an international brand, bringing the first bottles to U.S. shores and introducing the easy to remember 3-2-1 recipe.

Campari purchased Aperol for €150 million. At the time of the purchase, Aperol's yearly sales were less than €50 million.

Prosecco DOC was established in July 2009, restricting production of the sparkling wine to the Veneto region of Italy.

Caffè Dante is taken over by Linden Pride and Nathalie Hudson who reintroduced the establishment as an aperitivo bar simply called Dante.

From service in flashy orange booths in the Hamptons and Palm Springs to placement at buzzy events like The Governor’s Ball, Aperol Spritzes (and lots of Aperol merch) were everywhere.

Prosecco imports to the U.S. continue to skyrocket, with 638 million bottles sold in 2022. At the same time, U.S. consumers showed interest in lower alcohol beverages, with the no- and low-alcohol category surpassing $11 billion.

Perhaps due to “Aperol fatigue,” consumers are demonstrating a growing interest in other types of spritzes, like the Hugo Spritz.

Sales of the liqueur continue to rise, amounting to 390,000 cases, up from 9,000 cases in 2010.

Aperol was an official partner of the Coachella Valley Music Festival and the U.S. Open. A cameo on “The White Lotus” didn’t hurt, either.

Reporting Anna Maria Giambanco DiPietro Maggie Hennessy Rich Manning Pete O'Connell Brad Thomas Parsons Sam Sumpter Eric Twardzik Olivia White

FULL RECIPE

If Aperol fatigue has got you down, consider pouring up a Hugo Spritz.

FULL RECIPE

Limoncello is typically served as a post-meal treat, but there’s no hard-and-fast rule saying it has to be. With just a few additional ingredients, the digestivo can evolve into a bubbly aperitivo known as the Amalfi Spritz.

FULL RECIPE

The Rise of the Spritz, A Timeline Few cocktails have dominated the cultural lexicon in recent years like the Spritz. And people can’t get enough. In 2023 alone, Spritz sales in the on-premise tripled year-over-year, jumping eight spots to become the seventh most popular cocktail choice in the United States. But how did we get here? Writer Olivia White took a look back at the slow — and then stratospheric — rise of the Spritz, starting with its humble beginnings in Veneto, Italy to its stateside domination.

How Do You Define a Spritz in 2024? When the concept of the Spritz originated in the late 19th century, making one meant adding a splash of water to wine. Nowadays — thanks in large part to Aperol’s masterful marketing plan (and in smaller part to “The White Lotus”) — the Spritz has exploded, and its form shifts from bar to bar. This liberal interpretation among the industry set allows the category’s tendrils to spiral with wild abandon, says writer Rich Manning, and the pros believe they’re bound to get wilder as modern Spritzes continue their shift from trend to mainstream.

Prosecco DOC was established in July 2009, restricting production of the sparkling wine to the Veneto region of Italy.

2009

Reorganization of the Prosecco System / Establishment of the Prosecco DOC

The Rise of the Spritz, a Timeline Few cocktails have dominated the cultural lexicon in recent years like the Spritz. And people can’t get enough. In 2023 alone, Spritz sales in the on-premise tripled year-over-year, jumping eight spots to become the seventh most popular cocktail choice in the United States. But how did we get here? We took a look back at the slow — and then stratospheric — rise of the Spritz, starting with its humble beginnings in Veneto, Italy to its stateside domination.

Few cocktails have dominated the cultural lexicon in recent years like the Spritz. And people can’t get enough. In 2023 alone, Spritz sales in the on-premise tripled year-over-year, jumping eight spots to become the seventh most popular cocktail choice in the United States. But how did we get here? We took a look back at the slow — and then stratospheric — rise of the Spritz, starting with its humble beginnings in Veneto, Italy to its stateside domination.