Sarti Rosa has become a spritz sensation across Europe. Now, it’s taking on the U.S. market.
September has arrived. That means school is back in session, and Hugo spritz summer is finally done.
For the past two summer seasons, the Italian cocktail—which is made with prosecco, soda water, and an elderflower liqueur, most commonly St-Germain, and garnished with sprigs of mint and slices of lime—has reigned supreme at bars throughout Europe and the United States. Sales of the easy-sipping, bubbly drink skyrocketed 153.2 percent over the past year, according to new data from Square. The financial technology company, which compiled sales from U.S. merchants using its point-of-sale platform, found that the Hugo spritz posted the largest year-over-year growth of any cocktail, outpacing the rest of the spritzes and spirits on the menu.
The recipe has become so popular that earlier
The recipe has become so popular that earlier this summer the New York Times cooking section asked, “Has the Aperol Spritz Been Dethroned?” and declared it as “the new king of breezy summer drinking.”
But now, the Hugo Spritz’s vaulted status could be in doubt, as the cocktail faces a new wave of pink-prosecco competition. That’s because Sarti Rosa is finally arriving stateside. The Italian aperitif, which dates back to 19th century Bologna, has already become a viral hit in Europe thanks to its blood orange, mango and passion fruit flavors and bright pink hue, which appears tailor-made for Instagram.
The daily digest for entrepreneurs and business leaders
An Inc.com Featured Presentation
Now, its corporate owner, Campari Group, is hoping to gin up some transatlantic demand for the liqueur by importing to it the United States. Campari Group, which boasts a spritz-packed portfolio that also includes Campari, Aperol, and Crodino, says this will be its “largest-ever investment” in an aperitivo launch. To capitalize on the flavor, which the company called an important growth driver, Sarti Spritz events will be popping up across New York City and San Diego.
Sarti, our newest addition, strengthens our spritz portfolio
“Sarti, our newest addition, strengthens our spritz portfolio and underscores our continued commitment to the category,” said Allison Varone, head of marketing for Campari America, in a statement announcing the U.S. expansion. “We’re excited to build on its global momentum.”
Still, Sarti Rosa will face some homegrown competition from the canned cocktail aisle. Back in March, Saint Spritz launched its own ready-to-drink take on the Sarti Spritz called the Sardinia. Co-founders JoJo Fletcher, the former Bachelorette star, Mallory Vaughan Patton, and Ben Patton rolled out the new flavor after seeing the drink all over Europe and TikTok. Knowing the liquor had limited distribution in the U.S., the canned spritz brand spotted an opportunity.
Source: www.inc.com
