Aperol Spritz cocktails have been all the rage during the last few years, claiming spots on menus around the world. In fact, a recent study by reviews site Coffeeness reported the Aperol Spritz as the most popular cocktail in the U.S., with 22 states ranking it as their favorite.
The cultural rise of this beloved cocktail has caused aperitivo sales to trend upwards, according to Provi, an online marketplace for wholesale beverage alcohol. Despite recent Covid woes, the aperitivo’s average gross merchandise value (GMV) on Provi has rebounded to pre-pandemic highs.
Aperitivos (or aperitifs in France) are the subcategory names attributed to the bitter, crimson-hued pre-dinner liqueur, according to Provi. Made from a bouquet of herbs, spices and fruits, these infused liqueurs are typically produced with lower-ABV distillates or aromatized and fortified wines. The category’s flavor profile can span from bittersweet to botanical, making it a versatile product that covers a range of consumers’ tastes.
“The aperitivo category has been at the top for the last 15 to 20 years,” says ITALICUS Rosolio di Bergamotto and Savoia founder Giuseppe Gallo. “Looking at recent trends and the cocktail’s popularity among consumers, it doesn’t look like it’ll slow down anytime soon.”
A Timeline of Aperitivo Cocktails
Aperitivo is a staple in Italy and has been for hundreds of years. Gallo describes how the first-ever classic cocktail to come out of Italy in the 1800s was made with Milan bitters and Italian red vermouth: the Milano-Torino.
“When Americans started coming to Italy before World War I, because the Milano-Torino was such a bitter cocktail, they were asking for a splash of soda water to bring down the bitterness,” Gallo explains. “So bartenders started making that and called it the Americano cocktail.”
The Milano-Torino once again received an upgrade during the early 1900s at Caffe Casoni in Florence when a certain special customer (legend says it was Count Camillo Negroni) asked the bartender to strengthen the Americano by replacing the soda water with gin, according to Gallo. This became known as the Negroni cocktail.
“Then, a bartender in Milan made a mistake — instead of adding gin to the Negroni, they added a splash of prosecco,” says Gallo. “This became the Negroni Spagliato.”
Yet another twist came to light when someone mixed the bitter liqueur with white wine and a splash of soda water. Thus, creating the Bicicletta cocktail, according to Gallo. “This is probably one of the most common and antique cocktails in Italy,” he says. “And then a very smart, modern brand decided to take that cocktail and replace the white wine with prosecco, which became the Spritz as we know today.”
Last but not least came the Garibaldi cocktail, which Gallo explains is made with bitter aperitif, ice and orange juice.
“These are some of the most common cocktails you can get in Italy,” he says. “They all link to each other, coming from the same roots and background, then just developed a little differently.”
Appealing to the Low-ABV Lifestyle
Aperitivo appears in several cocktails, and especially with the rise in popularity of the Aperol Spritz, the category has been gaining traction in the U.S. Gallo predicts the aperitivo category is one step away from being as popular as the agave spirits category.
“Obviously, agave spirits come from a legacy and many years of well-established cocktails, like the Margarita and Paloma, and aperitivo just started” in the U.S. The category still has a long way to go, he says, but it has been accelerating.
Thanks to interest in lower-alcohol drinks, the Spritz is becoming a go-to order for a night out. Especially among the younger generations, Gallo says that consumers now gravitate more towards low- and no-ABV beverages, and the Spritz can satisfy that thirst.
“The request for low- and no-alcohol beverages has increased exponentially in the last few years,” notes Gallo. “The number-one thing we’ve noticed in almost all of our on-premise accounts is the increase in low- and no-alcohol options on their menus. If customers are looking for cocktails that are 5% ABV or lower, the Spritz or Americano styles are perfect.”
Considering aperitivo’s history in Italy, along with being widely accepted in countries such as France and Spain, the category will likely continue to develop and grow its customer base in the U.S.
“The overall category is estimated to double in size in the next five to seven years, so there’s a huge opportunity,” says Gallo.
