The spritz is today the driving force of the Italian aperitif in the world, a phenomenon capable of influencing the flows of export of Prosecco DOC and redefining the strategies of the national liquor industry. From a simple 'splash' of water in wine, this drink has evolved into a global economic asset, where the Venetian tradition meets the most modern dynamics of international mixology. GIFT analyzes the evolution of this cocktail, between historical rigor, brand protection, and the growing challenge between artisanal products and low-cost imitations.
The origins of the spritz date back to the beginning of the 19th century in the region of Veneto, in the context of the Austrian Empire occupation during the Kingdom of Lombardy-Venetia (1815-1866). Austrian soldiers and officials, finding the Italian wines too alcoholic and full-bodied for their palate used to lighter wines, began to 'spritz' them with sparkling water or seltzer to dilute the strength, giving rise to the primitive version of this drink.
The term 'spritz' indeed derives from the German verb spritzen, which literally means 'to spray' or 'to water', referring to the addition of sparkling water to wine. This practice quickly spread in the cafes and taverns of Venice, Padua, and Verona, where locals began to serve 'vin e seltzer' as a refreshing afternoon drink.
Over time, the formula evolved: to the simple white wine diluted with sparkling water were added bubbles (especially Prosecco) and bitter liqueurs to create a more complex and enjoyable version. The introduction ofAperol in 1919 by the brothers Luigi and Silvio Barbieri in Padua and of Select in Venice in 1920 marked a decisive turning point in the history of the spritz, transforming it from a simple diluted wine to a structured cocktail (Aperol, 2026). In the 1950s, the mixture of Prosecco, soda, and Aperol liqueur became increasingly popular in Veneto and soon throughout Northern Italy, eventually becoming a national and international phenomenon.
Since 2011 the spritz is officially recognized as a cocktail by theInternational Bartenders Association (IBA), first with the name Venetian spritz and then simply spritz, consolidating its status in contemporary mixology (IBA, 2011). Already in 2019 Drinks International ranked the Aperol Spritz as the ninth best-selling cocktail in the world (DI, 2019).
The perfect formula: Prosecco, bitter and the official recipe
The classic formula of the modern spritz is simple, clean, and recognizable worldwide:
- Prosecco DOC or DOCG;
- bitter liqueur. Aperol is the most popular, but also Campari (stronger and more alcoholic), Venetian Select (more bitter or intense), or Cynar (IBA, 2011);
- soda or sparkling water to soften and lengthen;
- ice and a slice oforange as a classic garnish.
According to the official IBA (International Bartenders Association) recipe, the ideal ratio for a spritz è 3-2-1: three parts prosecco (90 ml), two parts liqueur (60 ml), and a splash of soda (30 ml), served in a glass tumbler o wine glass filled with ice, garnished with a slice of orange (IBA, 2011).
This mixture creates a delicate balance between the bitter and aromatic notes of the bitter liqueur and the effervescent freshness of the prosecco, with a moderate alcohol content (8-11% vol.), to achieve a fresh but 'characterful' aperitif.
Export and lifestyle: the economic impact on foreign markets
The spritz is traditionally served as aperitivo, that is a light drink to enjoy before a meal to stimulate the appetite, according to a tradition rooted in Italian gastronomic culture of the 18th century.
Theinternationalization the internationalization of the spritz recorded extraordinary performances in 2024: on-premise sales in the United States are triplicate in 2023 compared to the previous year, bringing spritz to seventh place among the most ordered cocktails (VinePair, 2024). Italian sparkling wine in the United States grew at a CAGR of 5% between 2018 and 2023, mainly driven by spritz consumption, with forecasts of further 4% expansion until 2028 (IWSR, 2025). The main markets include the United States, United Kingdom, and Germany, where spritz has become synonymous with Italian lifestyle.
In recent years, the popularity of spritz has also favored the emergence of contemporary variants, such as theHugo Spritz based on elderflower liquor, mint, and lime (born in South Tyrol in the early 2000s), the Lemon Spritz with limoncello, and artisanal versions with botanical bitters and organic prosecco, which renew the taste experience without betraying the spirit of the drink.
The ‘branding’ of the aperitif: from the cocktail to the category
The global success of spritz is not just a cultural phenomenon, but a case study of strategic marketing and brand protection. The operation carried out by the Campari Group on Aperol has transformed a local liqueur into a ‘mandatory ingredient’, making the brand synonymous with the category itself. Through a lively co-branding strategy with the consortia of Prosecco, the brand created an ecosystem where the consumption of the drink directly fuels the demand for Italian sparkling wine.
This commercial hegemony has generated an interesting ‘spillover’ effect for the entire liqueur industry: while major players dominate volumes on one hand, on the other hand the strength of the ‘Spritz’ brand has paved the way for a myriad of alternative bitters. Some of them focus on local botanicals and ‘clean label’ to position themselves in a ‘premium’ segment, others offer ‘low-cost’ orange-colored imitatives, often of low quality.
Conclusions
Spritz represents a bridge between tradition and modernity, a beverage that has its roots in Italian historical culture but has been able to reinvent itself and conquer the global palate. Its simplicity, combined with a fresh and balanced taste profile, has made it a symbol of the contemporary aperitif, capable of adapting and renewing over time.
Whether it is a classic Aperol Spritz or one of its boldest variants, this cocktail remains an invitation to slow down, share, and enjoy the moment, celebrating the unique spirit of Italian-style drinking.
References
- Aperol. (n.d.). The history of Aperol Spritz. https://www.aperol.com/en-us/our-story/
- Capatti, A., & Montanari, M. (2005). Italian cuisine: History of a culture (Reprint 2023). ISBN-13: 9788842076759. Laterza, Bari. https://www.laterza.it/scheda-libro/?isbn=9788842076759
- Drinks International. (2019). The World’s Best-Selling Classic Cocktails 2019. https://drinksint.com/news/fullstory.php/aid/8115/The_World_92s_Best-Selling_Classic_Cocktails_2019.html
- International Bartenders Association. (2011). IBA Official Cocktails: Spritz. https://iba-world.com/iba-cocktail/spritz/
- IWSR. (2025, 15 May). Putting on the spritz: the aperitif growth opportunity. https://www.theiwsr.com/insight/putting-on-the-spritz-the-aperitivo-growth-opportunity/
- Sherwood News. (2024, May 28). How Aperol became the ‘it’ drink of the summer season. https://sherwood.news/culture/how-aperol-became-the-it-drink-of-the-summer-season/
- VinePair. (2024, July 5). The Rise of the Spritz: A Timeline. https://vinepair.com/articles/the-rise-of-the-spritz-a-timeline/
