By summer 2018, Aperol was everywhere — poured over ice, clinking in spritz glasses and glowing like a summer sunset on social feeds. What started as a niche Italian aperitivo had gone global, charming drinkers with its bittersweet flavor and unmistakable orange hue. Despite being 7 years long, the Aperol craze shows no signs of slowing; if anything, it’s just getting started.
It’s the drink people reach for when they want something casual but still chic, easygoing but unmistakably fun. With its bitter-sweet edge and that unmistakable glow, Aperol continues to pour into the spotlight.
A brief history of Aperol
Aperol is a vibrant, bittersweet liqueur that’s been part of Italian drinking culture for over a century. Data from Delish reveals that it was created in 1919 in Padua, Italy, by brothers Luigi and Silvio Barbieri, who wanted to craft a lighter aperitivo — a drink meant to be sipped before a meal to stimulate the appetite.
Technically, Aperol is an amaro, a category of herbal liqueurs traditionally used as digestive aids. Its vivid orange color and refreshing flavor made it an instant standout. Each brand in the amaro family has its own unique blend of botanicals, and Aperol’s exact recipe remains a closely guarded secret. What’s known is that it includes a mix of herbs, roots and citrus, which give it that signature bittersweet kick.
Over the decades, what started as a regional drink became a national favorite. As industrial production expanded, Aperol moved from local bars to international shelves. Gruppo Campari acquired Aperol in 2003, which helped supercharge its global growth. But its biggest moment came in the summer of 2018, when the Aperol spritz exploded in popularity, especially in North America.
Why the Aperol spritz took off
The Aperol spritz has a broad appeal. It’s visually striking and easy to make with just three ingredients: Aperol, prosecco and soda water. The flavor also plays a key role. Slightly bitter, lightly sweet and refreshingly bubbly, it suits a range of palates. For those who find classic cocktails too strong, the Aperol spritz offers a more balanced, approachable option.
According to The Guardian, the drink’s success isn’t just about looks, though. Aperol is easier on the palate and lighter than Campari, with just 11% alcohol by volume, while Campari ranges from 20–28.5%, depending on the country. The name itself is easy to pronounce and sounds familiar to many due to its similarity to the word aperitif.
In the same The Guardian article, bartender and brand consultant Nicolas Brulin put it simply that Aperol came at the right time with the right drink. Liam Broom, general manager at London’s Silverleaf bar, calls the spritz “a kind of bridge” between wine and cocktails, sharing the serve and aesthetic of wine, but offering added intrigue.
It’s classy, it’s crowd-pleasing, and as Brulin points out, it’s a moneymaker. Most cocktails use just 20–25 milliliters of bitter liqueur; a spritz can use nearly double. This makes it lucrative for bars and a no-brainer for marketing.
Why it’s still popular
The Aperol craze hasn’t fizzled out because it keeps reinventing itself without straying from its core appeal. Bartenders are now remixing the classic spritz into frozen blends, margarita hybrids and even Aperol negronis. These spins keep the drink feeling fresh and seasonal, while still honoring its bittersweet roots. People want variety, and Aperol delivers without overcomplicating things.
What also makes it enduring is its low-alcohol content. At just 11%, Aperol is perfect for those leaning into moderation, like brunches that stretch into the afternoon, beach days that need something light or dinner parties where you want a second round without the regret. It’s social without being sloppy. In a culture that’s shifting toward balance and intentionality, Aperol fits the mood: festive, flavorful and just the right amount of indulgent.
Social media and lifestyle trends behind Aperol’s thriving popularity
Social media amplified the trend by turning the Aperol spritz into a visual icon. Its bold orange hue practically begs to be photographed, showing up in countless Instagram posts and TikTok reels. In an era where aesthetics often guide decisions, the spritz has become a go-to for drinkers who want something stylish, refreshing and easily shareable. Its sleek look and vibrant color have made it a favorite not just at the bar, but across social feeds.
Symrise also shared that spritz drinks, especially the Aperol spritz, have found a loyal fanbase in millennials and Gen Z. These generations value experiences, social connection and health-conscious choices, all of which align with the spritz ethos. With its lower alcohol content, the drink encourages relaxed, prolonged enjoyment without going overboard.
The lasting glow of orange
Aperol has managed to do what few drinks can — become a lifestyle symbol without losing its charm. From Italian cafés to rooftop bars halfway across the world, its vibrant color and light, bittersweet taste continue to win people over. It’s not just about what’s in the glass, but the feeling that comes with it. And right now, that feeling is golden.
Zuzana Paar is the visionary behind five inspiring websites: Amazing Travel Life, Low Carb No Carb, Best Clean Eating, Tiny Batch Cooking and Sustainable Life Idea. As a content creator, recipe developer, blogger and photographer, Zuzana shares her diverse skills through breathtaking travel adventures, healthy recipes and eco-friendly living tips. Her work inspires readers to live their best, healthiest and most sustainable lives.