IN BREVE
- The spritz is considered one of the symbolic rituals of summer by nearly one in three Italians.
- Over 75% of Italians would be willing to drink a spritz, with a growing preference among Generation Z and Millennials.
- 64% of respondents associate the spritz with the aperitif, highlighting a shift in social drinking habits.
- MARTINI launches the MARTINI Bianco Spritz and non-alcoholic alternatives like the MARTINI Vibrante Spritz to meet the demand for lighter drinks.
- For summer 2026, MARTINI will present the CIAO! Terrazza MARTINI project with musical events in three venues in Milan.
For nearly one in three Italians, the spritz is one of the symbolic rituals of summer. From sunset aperitifs to moments shared at home, the drink confirms its place as a protagonist of seasonal consumption habits. This is what emerges from research conducted by MARTINI in collaboration with OnePoll on a representative sample of 1,000 Italians.
According to the survey, more than half of the respondents prefer light and fresh drinks during the summer months. 75% would consider having a spritz. This figure highlights the growing weight of the aperitif in Italian consumption culture.
Its popularity spans generations. 47% of Italians state they prefer spritz to beer, which was chosen by 41% of the sample. The preference is particularly marked among Generation Z and Millennials, who appreciate both the taste and the ritual that accompanies the drink, from the ice to the glassware.
As for consumption occasions, 64% associate the spritz with the aperitif, while 20% choose it during home gatherings with friends.
THE EVOLUTION OF THE APERITIF
The research also highlights a broader shift in social drinking habits. Italian aperitif culture continues to influence how people meet and share their free time, focusing on conviviality and more moderate consumption.
In this scenario, the demand for variety and offerings with a more balanced aromatic profile is growing. Hence the evolution of the spritz toward different interpretations compared to the traditional recipe.
Among these, MARTINI is focusing on the MARTINI Bianco Spritz, described as a more delicate option with notes of vanilla and citrus. Interest is also growing in non-alcoholic alternatives, such as the MARTINI Vibrante Spritz, driven by the demand for greater flexibility in consumption.
Maura Milia, Global Ambassador for MARTINI®, comments: “In Europe, we are witnessing how the aperitif is evolving from a typically Italian ritual into an increasingly widespread form of conviviality that takes place in the late afternoon, outdoors, and accompanied by lighter-tasting drinks. The MARTINI Bianco Spritz is at the heart of this change, offering a more balanced and contemporary version of the spritz, while remaining true to its Italian roots.”
CIAO! TERRAZZA MARTINI ARRIVES IN MILAN
For summer 2026, MARTINI is also bringing the aperitif ritual out of the home with the CIAO! Terrazza MARTINI project, a format developed together with the creative and musical collective Ciao. Discoteca Italiana.
The initiative will involve three venues in Milan: Pandenus Portanuova, Bar Cuore and Bar Brera. The calendar of events will run from May 13 to October 1.
Each venue will host a dedicated setup and a series of musical events curated by Ciao. Discoteca Italiana. The distribution of posters inspired by the themes of the aperitif and conviviality is also planned. The calendar also includes an outdoor movie night on June 24 and a closing party on September 16 at Pandenus Portanuova. During certain events, it will be possible to receive a branded stool dedicated to take-away consumption in the Biblioteca degli Alberi area.
