With the help of industry experts, we explore how aperitifs and digestifs are creating new drinking occasions for guests.

Aperitifs and digestifs are no longer niche moments confined to continental dining traditions. Across UK pubs and bars, they are becoming increasingly important tools for driving premiumisation, creating new drinking occasions and extending customer spend beyond the traditional first and last round.

That shift is being fuelled by changing consumer habits. According to Bacardi’s 2026 Cocktail Trends Report, the Spritz has become the number one cocktail choice among UK Gen Z drinkers, with 34% of 18–29-year-olds naming it their go-to cocktail this summer. Nearly half (46%) of Gen Z consumers who selected Spritz cited the Hugo Spritz as a favourite variation.

The report also points to changing social habits, with 37% of Gen Z and 42% of Millennials saying they now socialise earlier in the evening than they did a year ago. Bacardi describes this as the rise of the “daycap” — replacing traditional late-night drinking with longer, lighter serves enjoyed in the late afternoon.

For operators, the opportunities stretch far beyond a seasonal cocktail trend.

“Spritz drinks are going to be a huge trend again this summer and they suit the pre-dinner moment perfectly,” says Gavin Troman, Spirits Category Manager at Booker. “Brands are innovating with new flavours and formats, garnishes and mixer combinations and operators and bars should tap into the potential while it’s at its peak.”

Drinks that create moments

The growth of aperitifs reflects a broader shift in consumer expectations. Drinks are increasingly expected to deliver more than refreshment; they need to create moments.

Giuseppe Gallo, Founder and Director of Italicus Rosolio di Bergamotto and Savoia Vino Aperitivo, believes that expectation is helping reshape on-trade drinks strategy.

“Aperitifs and digestifs are playing an increasingly important role in driving both incremental spend and premiumisation across the on-trade,” he says. “Consumers are looking for drinks that offer flavour, ritual and occasion, and these categories naturally encourage trade-up opportunities through premium serves, quality ingredients and food pairings.”

That sense of occasion is opening opportunities for venues to diversify.

Luca Manni, Corporate Bar Manager at Giacosa and Paszkowski, says these categories are creating entirely new consumption moments.

“Aperitifs and digestifs are playing an increasingly important role in driving average spend thanks to their ability to create additional consumption occasions and encourage guests to explore premium products,” he says.

According to Luca, today’s consumers are increasingly interested in “quality, provenance and the overall drinking experience”, creating opportunities to expand beverage lists through “a broader selection of amari, vermouths, artisanal liqueurs and cocktails”.

Chris Jones, Managing Director at Paragon Brands, sees a similar trend.

“There’s a buzz in the drinks industry about aperitifs and digestifs as Brits embrace the concept and add these drinking moments to their night out,” he says. “The choices of drinks for these occasions are usually high-quality spirits, liqueurs and cocktails, so can command a higher price point, bringing a sense of luxury and sophistication to the occasion.”

The continued rise of the spritz

No discussion of aperitifs is complete without addressing the continued rise of the spritz. Its appeal appears simple: approachable flavour, visual theatre and a lighter style of drinking.

Tristram Fini, Brand Ambassador for Campari Group UK, says the category’s growth has been remarkable.

But the category is no longer defined by a single serve.

“As more products enter the market, we’re seeing greater diversity and innovation, which is fuelling continued popularity,” Tristram adds. “With a broader range of flavour profiles and serves, there is now something for everyone.”

Gavin is seeing that evolution play out clearly.

“Demand for the classic Aperol Spritz is at an all time high and now, demand for Hugo and Limoncello Spritz is soaring following viral trends on social media and celebrity endorsement,” he says.

“These liqueurs tap into different flavour preferences, appealing to those who prefer a sweeter taste profile, especially among younger demographics who may move away from bitter notes towards fruitier flavours.”

Mercedes Venster, On-Trade Marketing Manager at Disaronno International UK, believes consumers’ perception of aperitif drinks has fundamentally changed.

“Historically, some aperitifs were associated with a single traditional serve, but today bartenders are exploring a far wider range of cocktail applications,” she says.

“This renewed creativity has helped bring the category back into focus, with aperitif-style drinks now appearing in spritzes, lighter cocktails and aperitivo-inspired menus.”

That innovation extends beyond Italy. Chris points to changing flavour preferences shaping the category.

“Spritz trends in the UK are moving towards lighter, floral and fruity alternatives to the classic Aperol Spritz,” he says. “Gen Z and younger consumers are driving the ‘spritz-style’ surge as they gravitate towards the serve for its low effort, high impact nature.”

Paragon is championing Spanish-style aperitif moments through serves such as the Licor 43 Ibiza Spritz. According to Chris, the serve captures what consumers increasingly want: “beautiful to look at”, “creative, light flavours” and a lower-alcohol format that still feels contemporary and elevated.

Building occasions around the serve

The most successful operators are no longer treating spritzes as another cocktail listing. Instead, they are building occasions around them.

“Bartenders and operators are approaching spritz more strategically, using it to unlock occasion-led drinking,” says Tristram. “This is reflected in menu design, visibility and branded activation kits, helping position the spritz as the first shared drink of the occasion.”

Giuseppe says the venues seeing the strongest results are creating dedicated moments.

“Dedicated aperitivo menus, prominent spritz sections, food-pairing suggestions and well-timed promotions around post-work and pre-dinner occasions all help drive visibility and trial.”

Presentation also plays a major role. “Consumers are highly influenced by serves that feel premium, sociable and shareable,” Giuseppe adds.

Mark Makin, Enterprise Brands Controller, agrees. “The most successful venues are making Spritzes highly visible and offering a distinctive variety of serves with eye catching presentation, and dedicated menus,” he says. “They treat Spritzes as an occasion-led experience tied to early evening socialising and daytime drinking moments.”

Operationally, spritzes also offer practical advantages. Gavin notes they are “simple to assemble and can be served in sharing jugs and pitchers for groups”, helping reduce pressure on bar teams.

They create theatre too. As Gavin suggests, “A tray of these arriving at the table is visually striking, brings the wow factor to the occasion, and gets the party started.”

Moderation and lower-ABV serves

Alongside the growth of spritzes sits another long-term trend: moderation. Consumers continue to seek lower-ABV options — but without sacrificing flavour or experience. Mercedes believes aperitif-style drinks align naturally with this behaviour.

“Many consumers are approaching alcohol with greater intentionality, becoming more mindful about how and when they drink,” she says.

She adds: “Lower-ABV serves, bitter flavour profiles and lighter cocktails align well with this shift, allowing consumers to participate in social occasions without feeling they are overindulging.”

Tristram sees aperitifs becoming increasingly central to the future of the category. “At its core, the aperitivo moment is about ritual and shared experience, aligning naturally with moderation trends and the rise of low and no-alcohol options.”

Mark points to growing versatility behind the bar. “Aperitifs also offer bartenders versatility within the growing low-abv cocktail space, both as a standalone base and as a modifier that can help reduce alcohol content without losing complexity or flavour.”

William Franci, Head Bartender at Giacosa, says aperitifs already play an important role in cocktail development. “They can often replace part of a spirit base, allowing us to create lighter, more approachable drinks without sacrificing depth or character.” He adds, “Many traditional aperitifs and liqueurs are naturally sugar-forward.”

The untapped potential of digestifs

If aperitifs have become a clear growth area, digestifs remain one of the most underdeveloped opportunities in UK hospitality.

“Digestifs remain underutilised in the UK, largely due to limited understanding of how and when to serve them,” says Tristram.

Yet operators are increasingly finding ways to modernise the occasion. The team at Booker is seeing growing interest in sweeter and more approachable serves.

“For the digestif moment, we’re seeing a trend for coffee liqueurs and coffee tequilas, as well as trending flavoured spirits such as salted caramel vodka,” says Gavin. “These drinks keep the evening going and also bring additional spend to the table.”

Giuseppe believes operators should think beyond neat pours. “By introducing after-dinner serves, cocktail applications, tasting flights or simple food-pairing recommendations, operators can extend dwell time, increase spend per head and create a more complete hospitality experience,” he says.

Mark points to examples where venues are already evolving the moment. “Guests still want that sense of indulgence at the end of a meal, but increasingly with lower-ABV options.”

Execution remains critical. “Simple cues such as a dedicated ‘after dinner’ section or a suggested finishing serve can significantly increase uptake without adding operational complexity,” Mark says.

At Giacosa, William sees cocktails as the gateway. “One of the most effective ways is by incorporating digestifs into cocktails,” he says. “If guests enjoy the cocktail, they often become interested in trying the digestif neat as well.”

Chris also sees broader consumer openness to after-dinner drinks. “We’re seeing drinkers of all ages and taste preferences opt for a digestif after dinner, rather than a dessert.”

Creating moments that last

Whether served before dinner, between courses or as the final drink of the evening, aperitifs and digestifs are becoming less about tradition and more about creating moments.

For operators, the opportunity is clear: build occasions, create theatre and give guests reasons to stay longer.

The venues that win will not necessarily be the ones with the longest cocktail lists, but the ones that understand exactly when consumers want to drink, and what experience they want those drinks to deliver.