The Aperol Spritz surged from regional Italian aperitif to global summer cocktail phenomenon between 2014-2019, driven by Instagram aesthetics and the “spritz culture” boom. #AperolSpritz documented the drink’s takeover of patios and rooftop bars worldwide.
Italian Heritage
The Spritz originated in 19th-century Venice when Austrian soldiers diluted local wine with sparkling water. By the 1950s, Venetians added Aperol (bitter orange liqueur, created 1919) or Campari. The Aperol Spritz recipe: 3 parts Prosecco, 2 parts Aperol, 1 part soda water, orange slice garnish, served in a wine glass over ice.
The drink remained regional until the 2000s. Campari Group (which owns Aperol) launched aggressive marketing in 2011, targeting international markets. The timing was perfect: Prosecco sales were exploding, Italian culture was trendy, and Instagram was emerging as a food/drink marketing platform.
Visual Virality
The Aperol Spritz’s bright orange color, large wine glass presentation, and fruit garnish made it Instagram catnip. By 2014, #AperolSpritz posts flooded social media during summer. European travel influencers positioned it as the sophisticated alternative to rosé. The drink became synonymous with aperitivo culture (pre-dinner drinks with small bites).
Bars worldwide added Aperol Spritz to menus. Sales grew 300%+ between 2013-2018. The drink appealed to wine drinkers, low-ABV enthusiasts (11%), and anyone seeking a photogenic summer cocktail. Critics derided it as “basic” or overly sweet, but its popularity was undeniable.
Cultural Saturation
By 2019, the Aperol Spritz was ubiquitous. Bars offered “Spritz Hour,” variations (Campari Spritz, Hugo Spritz, Limoncello Spritz) proliferated. The New York Times declared it “the drink of summer” multiple years. Some wine bars refused to serve it, dismissing it as unsophisticated.
By 2023, the drink remained popular but lost some novelty. It proved that simple, low-ABV, visually striking cocktails could dominate global cocktail culture through strategic marketing and social media virality.
Sources:
- Campari Group Aperol sales reports 2013-2020
- Google Trends Aperol Spritz searches
- Punch Magazine aperitif culture coverage