Pernod Ricard’s Lillet volumes rose 33% in Britain.

Pernod Ricard is gaining ground in the UK with Lillet as spritz cocktails reshape the aperitif market and intensify competition with Campari’s Aperol.

Volumes of Lillet rose about 33% in the three months to mid-July from a year earlier, according to NielsenIQ data cited in the UK market. The brand, a Bordeaux wine-based aperitif owned by Pernod Ricard since 2008, has benefited from a broader shift in British drinking habits as more consumers choose lighter aperitif serves mixed with tonic, sparkling water, or prosecco.

The change is visible in the growing popularity of the Hugo spritz, a drink made with prosecco, elderflower syrup, soda, and mint. Google search data for the 13 weeks ending July 12 showed average indexed interest for the Hugo at 55.8, above 53.9 for the Aperol Spritz. The gap was narrow, but it marked the first time the elderflower-based serve moved ahead of its long-dominant rival in UK search interest during the summer period.

That shift matters because the spritz has become a key entry point for younger drinkers. Bacardi’s 2026 Cocktail Trends Report found that 34% of UK consumers ages 18 to 29 chose the spritz as their top cocktail for summer 2026. For drinks companies, bars, and retailers, a change in which spritz serves consumers order can affect shelf space, cocktail menus, ingredient demand, and the balance between volume growth and margins across wine-based aperitifs, liqueurs, and ready-to-drink products.

Lillet’s recent UK momentum stands out because the wider category has been under pressure. IWSR data showed UK aperitif sales fell 6% in value between 2023 and 2025, reflecting a difficult period for spirits and related drinks in the market. Against that backdrop, Lillet’s growth suggests Pernod Ricard is winning share in a segment that is not expanding overall.

The UK performance also contrasts with a more uneven global picture. In Pernod Ricard’s fiscal third-quarter results through April 2026, the company said its Specialty Brands division declined 8%, and Lillet was described as part of a weaker performance within that business, even as other brands in the segment posted double-digit growth. Pernod Ricard has identified Lillet as one of its major global growth priorities, and the brand is now sold in 50 markets.

Competition remains strong. Aperol is still one of the most powerful names in the category and a major revenue driver for Campari Group. Aperol sold 10 million nine-liter cases in 2025 and accounted for about one-quarter of Campari’s total sales, making it the group’s biggest contributor. In the third quarter of 2025, Aperol Spritz represented 13.6% of Britain’s cocktail spending, giving it the largest spending share of any cocktail in the country at that time.

Campari has also moved to defend that position as consumers look for convenience and lower-alcohol formats. In April 2026, the company launched a ready-to-serve Aperol Spritz in 250-milliliter cans with 5% alcohol by volume. That move points to a market where competition is no longer limited to the classic on-premise serve and increasingly includes take-home and portable options sold through supermarkets, convenience stores, and other retail channels.

Pernod Ricard’s push with Lillet has been helped by broader visibility for the brand. Lillet has appeared in popular culture in recent years, including in the Netflix series “Emily in Paris.” It has also gained attention through cocktail trends tied to celebrities, including the “French Blonde,” a drink made with Lillet Blanc, St-Germain elderflower liqueur, lemon bitters, and grapefruit juice.

The brand’s history goes back to 1887, when it was created as Kina Lillet, a tonic-style aperitif made with quinine from cinchona bark. Its formula was changed over time, and in 1986 Pernod introduced Lillet Blanc, a sweeter version with less quinine that replaced the original recipe. Today, Lillet is stocked by major UK pub groups including Young’s and Fuller’s, giving it exposure to urban drinkers and younger professionals who have become important customers for premium aperitif serves.

The current contest in Britain’s aperitif market is therefore not only about one brand gaining a short-term lift. It reflects a broader shift in consumer preference within the spritz category, with potential effects on product development, bar menus, retail assortment, and demand patterns across wines, liqueurs, and other low-to-mid strength drinks sold for casual social occasions.