Post by The Absolut Company

For decades, the Spritz has been an Italian affair. But the category is reinventing itself and its next chapter is being written in a small village in France, by the people behind Lillet Rosé. Murielle Arnaud Dessenis, Brand Architecture & Activation Director for Gins & Aperitifs at Pernod Ricard, shares: 🔹 What it takes to build a signature serve like the Lillet Rosé Spritz 🔹 What the global rise of the Spritz tells us about how drinking occasions are evolving 🔹 How the low- and no-ABV shift is creating new opportunities for quality-led brands 🔹 And why a small village in the region of Bordeaux is at the heart of it all