The Spritz category is on a vibrant growth journey.
Evolving beyond Italy’s traditional aperitif hours, Spritz inspired drinks are reaching new occasions, audiences and formats, and where things go next is genuinely exciting.
Heritage houses are reinventing with new flavours and formats, while bold newcomers redefine what an aperitivo can be. But, as competition intensifies, understanding the forces driving consumption is key to seeing how this movement can keep expanding, and where brands should focus to grow.
From the rise of global culture to the ever-discerning consumer pursuing quality, comfort and modern modes of release, there are some big shifts at play, fuelling a rise in challenger activity that is putting pressure on the bigger players.
The competitive set is expanding, fast.
Adaptogens are on the rise, premium RTD’s adorn the shelf, and traditional liqueurs are being reformulated into new spritz liquids. Players old and new are scrambling to capitalize on the booming category.
But the market is getting crowded. Driving distinction in the future of spritz will require dedicated focus, to stand out in spritz’ ‘sea of sameness’.
So, what does this mean for brands?
To help drinks marketing leaders understand where to play, we’ve unpacked the key consumer drivers reshaping spritz beverages in our ‘Beyond the Sundowner’ perspective.
By exploring the tension points between big shifts, we have identified three opportunity areas for spritz brands; where we see the value in the future of the spritz category.
Check out the playbook to see our perspective on future innovation platforms for Spritz brands.
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