Why has the spritz been so successful in our country?

BarcelonaIts striking orange color is eye-catching, and now that summer has arrived, it's taking center stage among the cold drinks populating bar terraces. We're talking about the spritz, an aperitif cocktail where, in a glass or tumbler with ice, a wine—often a sparkling wine, like Prosecco—a bitters—such as Aperol or Campari—and soda or sparkling water are mixed together, topped off with an orange slice. As with so many other Italian products, the spritz has been an overwhelming success in Catalonia. Now, with the trend toward drinking less alcohol and more during the day—as well as at dusk—this cocktail has every chance of growing even further.

The origins of the spritz – from German Sprizan, which means to sprinkle—date back to the early 19th century, when Austro-Hungarian troops diluted the wines of Veneto with sparkling water. A century ago, the custom of having an aperitif in Italy became established, and the spritz was mixed with bitters. This was helped by the emergence of two iconic brands: in Venice, the Pilla brothers created the Select bitters, and in Padua, the Barbieri brothers created Aperol. The acquisition of Aperol by the Campari drinks group two decades ago, a massive international promotional campaign, and the inclusion of the Aperol-based spritz as one of the official cocktails of the International Bartenders Association (IBA) have underpinned its success.

Overall, Aperol is the number one brand in the Campari Group's catalog. In Spain, its growth "has accelerated significantly" in the last five years, notes Andrea Ceccarini, Consumer, Channel and Customer Marketing Director of the Campari Group in Spain. He attributes its success to "a combination of factors": from the color, which "evokes joy and shared moments," to the "perfectly balanced" flavor between sweet and bitter, to its fit with the growing preference for light drinks thanks to its medium alcohol content. It has thus become "a contemporary icon of the Mediterranean lifestyle."

Aperol advertising galore

To get to this point, a significant investment in advertising has been essential, combined with experiential marketing initiatives in iconic venues, terraces, and festivals, explains Ceccarini, "initiatives that have allowed Aperol Spritz to integrate naturally into consumer habits." Barista Damià Mulà, now head of R&D at 100% Barman—which offers techniques and equipment for chefs and baristas—experienced it firsthand a dozen years ago at the Elephanta cocktail bar in Barcelona's Gràcia neighborhood. "They gave you Aperol, they even brought the bartender with them... it was a massive advertising boom," he recalls.

That effort by Aperol to make itself known came just as it revived the tradition of making vermouth at home. So, in a country where we are "people of vermouth and gatherings," Mulà believes the spritz couldn't go unnoticed: "We have this traditional confluence very similar to Italy." Furthermore, its lower price than other cocktails, generous serving size, low alcohol content, and ease of preparation, even at home, have all contributed to this. "It's a very easy, very refreshing drink that everyone likes, and you can choose from a variety: if you want it more bitter, with Campari, and sweeter, with Aperol," explains Mulà, but there are even more versions.

There are eight in thespritzometer that shines in a mirror of the Spritz bar in Barcelona: from the sweetest, Hugo, which has become fashionable lately (instead of bitters, they use elderflower liqueur), or the Limoncello, to the most bitter with Campari. The bar was opened in 2007 by a Venetian named Mauro. After his death, it was reopened in 2022 by a group of four customers, like Michele, who explains the success of the spritz in a flash: "Everyone from my mother to my son drinks it." For him, "it's about the color, which is very summery and fills the eyes; it's easy to drink and has a very simple flavor."

In recent years, the bar's clientele has changed, with a notable emphasis on tourists due to its location near the cathedral: the average age has dropped from 35 to around 20-25, and people are drinking earlier than before. "You can have a spritz at three in the afternoon and it won't get you drunk; it's not like a gin and tonic," Michele emphasizes, while barista Giacomo Giannotti, from the also Barcelona-based cocktail bar Paradiso—voted the best in the world in 2022—adds the desire for "cocktails with a lower alcohol percentage," a segment in which "the spritz is king."

Paradiso is a signature cocktail bar, but on the terrace, the spritz is expensive. In his opinion, it's no longer a fad, as it has held a prominent position for years. "I think it's an exceptional success story of how this drink has taken center stage during the aperitif, which in Mediterranean culture is an important time of day," he emphasizes.

Italian products are liked

Many baristas of Italian origin have settled in Barcelona and become ambassadors for their products and customs, like Giannotti. "Direct, with simple tastes." It doesn't take much thought to understand her, which is why people love pizza and pasta so much. Furthermore, in Italy, good products are valued, they have successfully conveyed the association of gastronomy with happy people, and their food and drink are appreciated here.

Looking to the future, Mulà believes it will be like the gin and tonic, which "remains at the forefront of popular drinks," but still has room to grow. According to the beverage consultancy IWSR, the consumption of aperitifs like the spritz increased by 8% in Spain between 2018 and 2023, and growth of a further 5% is expected through 2028. The annual 2025 cocktail trends report highlights champagne as the preferred drink for gatherings with friends, and that in Spain it is the preferred drink for 41% of those surveyed. According to Ceccarini, "the future of the spritz is promising," with a significant role for the new generations and its consumption beyond the aperitif.