WHY SPRITZ & APERITIVO IS THE MOST VISUALLY EXCITING CATEGORY IN DRINKS RIGHT NOW
WHY SPRITZ & APERITIVO IS REWRITING THE RULES OF VISUAL STORYTELLING IN DRINKS
The spritz and aperitivo category has quietly become one of the most creatively explosive categories in the entire drinks industry. What used to be a category defined by one iconic orange aperitif has transformed into a fast-shifting landscape of disruptors, heritage revivalists and no and low-alcohol innovators.
This acceleration has not only changed what people drink, it has completely reshaped how drinks brands communicate and express themselves. You only need to walk into a bottle shop to see it. Nostalgic heritage packaging sits next to bold flavour-led colour stories. Minimalist no-alcohol brands sit next to maximalist Italian-inspired labels. Every brand is trying to signal a mood, a lifestyle and a moment, often all at once.
In a category where every brand promises a version of the good life, visuals have become the real battleground.
This is why we created the Spritz & Aperitivo Visual Audit, a new audit from Wonderworks, a leading creative drinks agency, that maps the design behaviours driving the category and highlights what drinks brands need to know as they plan for 2026 and beyond.
WHY CONSUMERS ARE RESHAPING THE APERITIVO MOMENT
The rise of the spritz and aperitivo is not just a category story. It reflects much broader cultural changes.
People are drinking differently. They want lighter, more mindful occasions without sacrificing flavour, style or social connection. Gen Z and millennials in particular see the aperitivo moment as a cultural expression, and the brands industry that are thriving are the ones creating strong emotional narratives alongside distinctive visual worlds.
The result is a new kind of drinks landscape where aesthetics, escapism and lifestyle cues matter just as much as what is in the bottle.
WHY VISUAL IDENTITY IS THE MOST POWERFUL TOOL IN THE APERITIVO PLAYBOOK
With so many products offering overlapping promises, consumers rely heavily on visual signals to decide what a drink will do for them.
If a pack feels nostalgic and warm, it signals heritage, sophistication and a story worth knowing. If a pack is bold and flavour-forward, it signals adventure, originality and a brand with a clear point of view. If a pack is minimal and considered, it signals modernity, accessibility and a brand at ease with who it is.
These visual cues are instant and intuitive, which is why brand identity has become a primary driver of choice. The opportunity for spritz and aperitivo brands is to create distinctive and consistent visual worlds that signal their occasion and personality clearly, and avoid disappearing into a sea of generic orange.
A CATEGORY SPLIT BETWEEN HERITAGE AND DISRUPTION
One of the most fascinating dynamics in the spritz and aperitivo space is the creative tension between heritage and disruption.
On one side, established brands and nostalgic revivalists are drawing on the golden age of Italian and European drinking culture. Warm amber palettes, vintage typography and heritage storytelling give these brands a sense of timeless credibility.
On the other side, a new wave of disruptors is tearing up the playbook. Bold flavour-led colours, sculptural bottle forms, wellness-meets-aperitivo positioning and digital-first aesthetics are creating entirely new visual territories for drinks brands. These brands use design as their primary differentiator.
Both approaches are working, and both are shaping the future of the category. What matters is how brands commit to a clear visual point of view and build it with confidence.
WHAT WE CAN LEARN FROM A BURGEONING CATEGORY
As the spritz and aperitivo category accelerates, brands are borrowing cues from lifestyle, fashion, beauty and gastronomy. Visual codes are shifting quickly and new aesthetic behaviours are emerging with real commercial influence.
A category we have long been interested as a creative drinks agency, we created the Spritz & Aperitivo Visual Audit to give marketers a clear, visual understanding of where the aperitivo category is heading and how drinks brands can stand out. The audit maps the landscape and highlights the opportunities for sharper positioning, better storytelling and more distinctive design.
It is a fast and focused way to see the category from a new angle.
Explore the full report
Our new Spritz & Aperitivo Visual Audit takes you deeper into the visual worlds shaping the category and highlights the design shifts every drinks brand should be watching.