Pernod Ricard's Lillet surges in UK as spritz cocktails reshape aperitif market
French drinks giant Pernod Ricard is experiencing significant growth in Britain for its pink aperitif Lillet, as the spritz cocktail trend reshapes the UK drinks market and challenges the long-standing dominance of Italian rival Campari's Aperol.
Volumes of Lillet, a Bordeaux rosé wine-based aperitif, surged by one-third in the three months to mid-July compared with the same period last year, according to data from research firm NielsenIQ. The growth comes as British drinkers increasingly embrace aperitif-based spritz cocktails, which combine the drink with tonic or sparkling water.
Pernod Ricard acquired Lillet in 2008 and has since identified it as one of the group's global 'big bets', with the brand now distributed across 50 markets worldwide. However, the brand's global performance has been mixed. In its third-quarter fiscal 2026 results ending April, Pernod Ricard reported weak performance for Lillet as part of its Specialty Brands category, which declined 8 per cent overall despite double-digit growth for other brands in that segment.
The UK surge for Lillet reflects broader shifts in the spritz category. The Hugo spritz, made from prosecco, elderflower syrup, soda and mint, overtook the traditional Aperol Spritz as Britain's most popular spritz cocktail this summer. Google search data for the 13 weeks ending 12 July showed the Hugo recorded higher average indexed interest at 55.8 compared with 53.9 for Aperol Spritz, marking the first time the elderflower-based drink surpassed its orange-coloured rival in UK search interest.
The spritz format has become particularly popular among younger British consumers. According to the 2026 Bacardi Cocktail Trends Report, 34 per cent of UK drinkers aged 18 to 29 selected the spritz as their number-one cocktail choice for summer 2026.
Competition intensifies in aperitif market
Lillet faces formidable competition from Aperol, which sold 10 million nine-litre cases in 2025 and represents roughly one-quarter of Campari Group's total sales, making it the company's largest revenue contributor. In the third quarter of 2025, Aperol Spritz commanded 13.6 per cent of Britain's cocktail spending, establishing it as the country's most popular cocktail by spending share at that time.
Campari Group, which acquired Aperol in 2003, launched a global marketing campaign that popularised the Aperol Spritz format internationally and is widely credited with establishing the modern spritz drinking occasion. In April 2026, Campari responded to growing competition by launching a ready-to-serve Aperol Spritz in 250-millilitre cans at 5 per cent alcohol by volume, catering to consumer demand for convenient, lower-alcohol options.
The competitive landscape comes against a challenging backdrop for the overall aperitif category. UK aperitif sales declined by 6 per cent in value between 2023 and 2025, according to IWSR data, reflecting broader difficulties in the UK spirits market during this period. This context makes Lillet's 33 per cent volume growth particularly significant, suggesting the brand is capturing market share in a contracting category.
Cultural influences boost Lillet's profile
Lillet has gained cultural prominence in recent years after appearing in the hit Netflix series Emily in Paris, where it was sipped by Lily Collins' character. The aperitif has also featured in celebrity drinking habits, with American pop star Taylor Swift known to favour 'the French blonde' cocktail, which combines Lillet Blanc with St-Germain elderflower liqueur, lemon bitters and grapefruit juice.
Originally created in 1887 and initially called Kina Lillet, the aperitif was formulated as a medicinal tonic containing quinine derived from cinchona bark. The original recipe had higher quinine content and a more bitter flavour profile than the modern version. In 1986, Pernod introduced Lillet Blanc, a sweeter variant with reduced quinine content that replaced the original formula.
Lillet is now stocked by major pub chains including Young's and Fuller's, whose customer base includes young professionals seeking what industry observers describe as 'fewer but better' drinking occasions. This distribution strategy aligns with the brand's positioning as a premium alternative in the growing aperitif segment.
The aperitif market remains in flux as established players defend their positions whilst newer entrants seek to capitalise on evolving consumer tastes and the enduring popularity of the spritz serve format across British drinking culture.
