Martini: “Europeans prefer Spritz to beer”
According to a survey by Martini Vermouth, two-thirds of Europeans prefer to opt for a Spritz during the warmer months, highlighting a demand for lighter serves.
OnePoll conducted the online survey in April 2026. It was commissioned by Ogilvy on behalf of Martini and involved 9,000 respondents from Spain, France, the UK, Germany, Poland, Italy, and Belgium.
According to the findings, one in five Europeans said Spritzes mark the ‘true start of summer’, which Martini has capitalised on with its campaign slogan ‘The First Day of Spritz’ – a cultural cue that signals the start of aperitivo season across Europe.
A third of respondents also said 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.
The findings indicate a broader shift in behaviour, with 50% of respondents saying they are more inclined to choose lighter, more refreshing drinks during the warmer months.
Additionally, nearly 25% said they associate summer with drinking a Spritz.
More than half of Gen Z and Millennials say they prefer a Spritz over a beer – attracted as much by the ritual of the drink as by its taste.
Despite this growing interest, 72% admit they only occasionally try something different from their usual beverage, highlighting a tension between curiosity and habit.
According to Martini, the shift in drinking culture is heavily influenced by Italy’s aperitivo tradition.
Nearly one-third of participants said they are inspired by the culture’s more relaxed, social approach to drinking, which is increasingly shaping social interactions across Europe.
Backed by the new data, Martini believes the Spritz is evolving beyond a single, typical serve into a wider range of options, as people seek greater balance, flavour, and variety in their choices.
The brand meets the cultural shift with its Martini Bianco Spritz, made with three parts Prosecco, two parts vermouth, and one part soda. The serve is topped with a garnish of lemon, mint and strawberry.
Additionally, the brand offers non-alcoholic vermouth options, such as Martini Floreale and Vibrante.
Maura Milia, global ambassador of Martini, explained: “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.”
To embrace the Spritz season, Martini has collaborated with fashion company Marni to transform the Pasticceria Cucchi in Milan into an aperitivo destination from April to July.
Across Europe and beyond, Terrezza Martini will arrive in cities including Milan, Barcelona, Berlin, St Tropez, Venice, and New York, where the brand’s Bianco Spritz can be enjoyed on a sun-drenched afternoon.
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