New research from MARTINI® shows two thirds of Europeans turn to spritz in warmer months, highlighting growing demand for lighter, more balanced serves

·       Two thirds of Europeans say a refreshing spritz is particularly appealing during spring and summer

·       Almost a third say their shift to spritz is inspired by Italian aperitivo culture

·       Half of Europeans declare that a spritz tastes better than beer to them

For many across Europe, summer starts with a spritz. That first glass, often enjoyed outdoors, is increasingly seen as the moment the season begins, rather than the weather alone. For one in five, it now marks the true start of summer, turning a simple drink into a signal that longer evenings have arrived. MARTINI® is marking this moment as ‘The First Day of Spritz’, a cultural cue that signals the start of aperitivo season across Europe.

That ritual is becoming more significant. A third say a spritz makes them feel like they are on holiday, even when at home, while for one in six it becomes a defining summer memory. It also reflects a broader change in behaviour, with half of respondents saying they are more likely to opt for lighter, more refreshing drinks during the warmer months, and almost a quarter saying that summer reminds them of drinking a spritz.

The appeal is also widening across audiences. Over half of Gen Z and Millennials say they would choose a spritz over a beer, drawn as much to the ritual as the taste, from the clink of ice to the visual serve. Yet despite this growing interest, 72% say they only sometimes move beyond their usual drink choice, pointing to a tension between curiosity and habit. 

Much of this shift is shaped by the influence of Italy’s aperitivo culture. Almost a third say they are inspired by its more relaxed, social approach to drinking, and that mindset is increasingly shaping how people come together across Europe. Within this context, the spritz is evolving beyond a single, expected serve into a broader range of options, as people look for more variety, balance and flavour. The MARTINI Bianco Spritz reflects that shift, offering a crisp, bright and more delicate expression of the serve, with subtle notes of vanilla lifted by citrus and a gentle bitterness for balance. Non-alcoholic options such as MARTINI Floreale and MARTINI Vibrante respond to growing demand for flexibility within modern aperitivo occasions.

Maura Milia, MARTINI Global Ambassador, comments: “Across Europe, we’re seeing aperitivo evolve from a local ritual into a more widely shared way of coming together, earlier in the evening, outdoors, and around lighter tasting serves. The MARTINI Bianco Spritz sits at the centre of that shift, offering a more balanced, contemporary expression of the spritz that still stays true to its Italian roots.”

With two thirds of people finding a refreshing spritz particularly appealing during spring and summer, it is simple to recreate the experience at home. The MARTINI Bianco Spritz is made with three parts MARTINI Prosecco, two parts MARTINI Bianco and one part soda, stirred gently over ice and finished with lemon, mint and strawberry.

This summer, the ritual comes to life beyond the home. In Milan, MARTINI partners with MARNI at Pasticceria Cucchi, reimagining the historic space as an aperitivo destination from April through July, blending fashion, design and Italian drinking culture. Across Europe and beyond, TERRAZZA MARTINI, the authentic taste of summer, will land in cities including Milan, Barcelona, Berlin, St Tropez, Venice and New York, where a MARTINI Bianco Spritz enjoyed on a sun-drenched afternoon becomes a clear signal that the season has arrived.