APÉRITIFS
Deriving from the Latin word to “open”, the Mediterranean apéritif tradition of pre-dinner conviviality is gaining popularity globally. Reflecting a growing demand for lighter, often lower-alcohol beverages, apéritifs offer sophistication without excess, aligning premiumisation with moderation and intentional lifestyle choices. Epitomising effortless elegance and more informal consumption occasions, apéritif culture is expanding across markets with the potential to bring long-term premium growth for the Group.
Pernod Ricard’s roots are in this category, and we have continued to expand and diversify our portfolio with brands like Lillet, Ramazzotti and Italicus fuelling the global apéritif renaissance. Lillet is a flagship brand of this expansion, illustrating the potential to reinvent heritage and grow a category by being closely in-tune with consumer tastes and market dynamics.
Lillet x Emily in Paris
In 2024, Lillet collaborated with the hit Netflix series Emily in Paris with two limited-edition bottles. Lillet has a longstanding reputation as L’apéritif des dames (the ladies’ apéritif), celebrating women who do things their way. This latest collaboration reinforces this reputation by identifying with an icon of modern femininity with global appeal among younger consumers of legal drinking age around the world. The Lillet x Emily in Paris limited-edition bottles were launched in 11 countries across the Americas, Europe and APAC. By combining deep authenticity and modern aspirational accessibility, Lillet’s positioning and collaborations support Pernod Ricard in globalising apéritif culture.
A new bottle design to “Spritz with Style”
This year Lillet got a chic new look. Paying tribute to the brand’s timeless elegance and contemporary spirit, the redesigned bottle blends heritage with modern elegance to affirm Lillet as the definitive apéritif for simple, stylish spritzing. “Spritz with Style” is the brand’s new campaign, launching in Germany and Austria in May 2025 before a global rollout. Spotlighting the Lillet Spritz Rosé signature serve - 1 part Lillet Rosé + 2 parts Tonic, add a slice of grapefruit, et voilà! - the campaign promotes the new look apéritif as the perfect choice for a light and refreshing spritz with an accent on style. Low calorie (under 100 per glass), lower alcohol (5,7% ABV), zero artificial colours and sustainable credentials, Lillet is not just the stylish way to spritz, but the apéritif of choice for modern tastes and consumption rituals.