Bitters And Aperitifs Gaining Ground In The U.S.

With American consumers increasingly exploring more complex taste profiles, the bitters and aperitifs segment has shown significant advances lately. In fact, solid growth in recent years has pushed the bitters and aperitifs market to exceed 1 million cases, according to Impact Databank. A variety of different brands are capitalizing on an “aperitivo culture” that has been developing in the U.S. over the past several years.

Much of the dynamism has come from Campari America, which dominates the category with its Aperol and Campari brands. Aperol alone reached 604,000 cases in 2024, a 10.4% gain, while Campari declined a slight 0.5% to 242,000 cases, according to Impact Databank. “What’s been particularly exciting is how both consumers and our on-premise partners have embraced these moments, creating vibrant social experiences around aperitivo-style drinking,” says Melanie Batchelor, managing director of Campari America, noting the growing demand for spritz-style drinks, particularly the Aperol Spritz.

“There has been a growing interest in aperitivo culture and Italian cocktail culture in the U.S. and that is expected to continue,” agrees Clayton Danielsen, brand manager for Italian producer Luxardo at Hotaling & Co. “It plays very well with low-abv trends as well as the flavor shift towards more bitter flavor profiles.”

Spritzes have emerged as a “staple on happy hour menus alongside beer and wine,” notes Tanya Cohn, marketing director at The Lucas Bols Company. “Notably, we’ve seen significant momentum behind the Limoncello Spritz, featuring our own Pallini, the world’s leading limoncello brand.”

In February, Bacardi announced a relaunch for its Martini brand that includes a new contemporary bottle, marketing campaign, and a new signature drink for the Italian vermouth brand. That signature drink is the Martini Bianco Spritz, a combination of Martini Bianco vermouth, Martini Prosecco, and soda water, served over ice and garnished with fresh mint, and slices of lemon and strawberry.

“We’re seeing a strong consumer demand for lighter drinks—in both flavor and alcohol content—which is driving significant growth in the aperitif category and beyond,” says Emma Fox, global vice president of Martini and St-Germain.

Also in response to the ongoing spritz trend, Nonino’s L’Aperitivo Botanical Drink has partnered with Fever-Tree Sparkling Pink Grapefruit to create the West Palm cocktail. “The response from mixologists and consumers has been extremely positive, and we have very high expectations as we move into the warmer months,” says Bill Terlato, CEO of Nonino importer Terlato Wine Group.

Tagged : Aperol, Bacardi, Campari, Hotaling & Co., Lucas Bols, Luxardo, Martini Bianco, Nonino, Pallini, Terlato

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