Campari and Villa Massa expand Italian spritz drinks into the US market

Italian aperitif makers are reshaping the spritz category. Villa Massa, the premium limoncello brand, will launch a Villa Massa Spritz on 1 August 2026 to celebrate Spritz Day, moving limoncello from a digestif to a central aperitif ingredient. The new cocktail uses 100 % Sorrento IGP lemons, Prosecco, soda and a slice of lemon, highlighting regional produce.

Meanwhile, Campari Group is targeting the United States to grow its spritz sales. At the Novi Ligure plant near Milan, the company produces tens of thousands of bottles per hour of Aperol and Campari, with recipes kept secret. Aperol already accounts for about a third of the group’s sales early in 2026, contributing to its €3 billion annual turnover. The firm plans to leverage the appeal of Italian cocktail culture to win consumers in America after solidifying its position across Europe.