French drinks conglomerate Pernod Ricard is experiencing a rise in sales for its aperitif, Lillet, as British consumers increasingly embrace the spritz cocktail trend. Volumes of Pernod's pink Lillet, a beverage made with Bordeaux rosé wine, increased by one-third in the three months leading up to mid-July compared to the same period last year, according to research firm NielsenIQ.
Lillet, which can be prepared as a spritz by mixing it with tonic or sparkling water, is among several aperitifs positioning themselves as alternatives to Campari's Aperol, which has long dominated the spritz ingredient market. This summer saw the Aperol spritz dethroned as the most popular spritz cocktail by the Hugo, a drink made with prosecco, elderflower syrup, soda, and mint.
Originally created in 1887 as a tonic to combat fever, Lillet has gained recent traction, partly due to its appearance in the Netflix series "Emily in Paris," where it was featured as a drink enjoyed by Lily Collins' character. It is also a component in "the French blonde," a cocktail favored by singer Taylor Swift, which includes Lillet Blanc, St-Germain elderflower liqueur, lemon bitters, and grapefruit juice.
The growing popularity of Lillet has led to its increased availability in the UK, with pub chains such as Young's and Fuller's now stocking the product. These chains cater to a clientele, including young professionals, who are reportedly seeking to consume fewer, but higher-quality, beverages.