The Spritz Revolution: Riboli Taps Daytime Drinking & Sober-Curious Trends

LOS ANGELES, CA – June 24, 2026 – In a move that perfectly illustrates the convergence of legacy and modernity, Riboli Family Wines, a firm with roots stretching back to 1917, has uncorked its latest innovation: a duo of ready-to-drink (RTD) spritzes. The launch of the wine-based Spritz Del Conte Hugo Spritz and a Non-Alcoholic Negroni Spritz is far more than a simple product line extension. It represents a shrewd and calculated maneuver to capitalize on two of the most powerful currents reshaping the global beverage alcohol industry: the rise of daytime socializing and the explosive growth of the non-alcoholic sector.

For a fourth-generation, family-owned company celebrated for its award-winning wines and sustainably farmed vineyards, entering the fast-paced, trend-driven RTD market might seem like a pivot. But a closer look reveals a strategic masterclass in market adaptation, demonstrating how even the most established players can harness viral trends and shifting consumer values to fuel future growth.

The New Social Hour: Capturing the Daytime Drinking Boom

The traditional late-night cocktail hour is fading. In its place, a new social occasion is emerging—the “daycap.” According to industry analyst IWSR, there is a definitive global shift in alcohol consumption away from late-night settings toward earlier, more laid-back social gatherings. This trend, largely propelled by Millennials and Gen Z, prioritizes brunching, backyard get-togethers, and premium yet convenient experiences.

This is the cultural wave Riboli Family Wines is riding with its Spritz Del Conte Hugo Spritz. The spritz, a category that has seen sales triple in U.S. bars and restaurants over the past year, is the quintessential daytime drink. The global market for spritz cocktails, valued at $1.67 billion in 2024, is projected to surge to nearly $3.2 billion by 2033. The Hugo Spritz, a refreshing blend of elderflower and mint that exploded from a European favorite to a global phenomenon thanks to platforms like TikTok, represents the crest of this wave.

By offering an authentic, wine-based Hugo Spritz in a hassle-free 750ml bottle, Riboli is directly addressing the core demands of this new consumer. "The booming demand for spritz cocktails is about more than just great taste; it's about accessibility and mindful drinking," stated Steve Riboli, President & CEO of Riboli Family Wines, in the company's announcement. He highlighted the goal of providing a premium RTD cocktail that eliminates the need for a full bar setup, making the “summer of spritz” an accessible reality for everyone.

Crafted from Glera grapes from Italy's famed Veneto region, the 13% ABV beverage is not just convenient; it's an authentic expression of 'La Dolce Vita.' This focus on quality and origin is critical for attracting younger consumers who, while seeking convenience, are unwilling to compromise on premium ingredients and compelling brand stories.

The Inclusive Pour: Bridging the Gap with Zero-Proof Sophistication

Perhaps the most telling aspect of Riboli's strategy is the simultaneous launch of its Non-Alcoholic Negroni Spritz. This isn't an afterthought; it’s a direct appeal to the rapidly expanding “sober-curious” movement and the burgeoning non-alcoholic market. While the RTD alcohol market is growing steadily, the non-alcoholic segment is experiencing meteoric expansion. The U.S. no-alcohol market is forecast to grow by an 18% volume CAGR between 2024 and 2028, creating a nearly $5 billion opportunity.

Millennials currently represent the largest demographic of no/low alcohol consumers, but the trend spans all age groups. A practice known as “zebra striping”—alternating between alcoholic and non-alcoholic drinks during a single occasion—is gaining momentum. Riboli's dual launch brilliantly caters to this new, fluid approach to socializing. It ensures that every guest, regardless of their drinking preference, has a sophisticated, flavorful option in hand.

The Non-Alcoholic Negroni Spritz, with its vibrant red hue and complex notes of orange, juniper, and botanicals, is positioned not as a lesser alternative but as a premium experience in its own right. This move acknowledges a fundamental shift: consumers choosing not to drink alcohol still demand the complexity, craft, and social ritual associated with a well-made cocktail. By providing a high-quality, zero-proof option, the company broadens its market reach and reinforces its brand as inclusive and modern.

From Legacy Vineyards to Viral Trends

This launch is a powerful case study in how a legacy brand can maintain its identity while embracing change. Riboli Family Wines, winner of Wine Enthusiast’s “American Winery of the Year” in 2018, has built its reputation over a century on quality, tradition, and a deep connection to its vineyards. Now, it's proving that this heritage is not a barrier to innovation but a foundation for it.

The decision to embrace the Hugo Spritz, a cocktail whose popularity is intrinsically linked to the ephemeral world of social media hashtags, shows a remarkable agility. It signals an understanding that in today's market, consumer tastes are shaped as much by digital communities as by traditional marketing. The company is not just chasing a trend; it is strategically integrating it into a portfolio built on authentic Italian craftsmanship.

This venture is not without its challenges. The RTD spritz category is becoming increasingly crowded, with giants like Campari Group's Aperol Spritz holding a dominant market share. However, by focusing on an emerging flavor profile like the Hugo and pairing it with a robust non-alcoholic offering, Riboli carves out a distinct and highly relevant position. The $14.95 price point for a 750ml bottle positions Spritz Del Conte as a premium but accessible choice, ready to compete for shelf space and a share of the modern consumer’s social calendar.

Ultimately, Riboli's new spritz portfolio is a testament to the evolving definition of a beverage company in the 21st century. It’s about more than just wine or spirits; it’s about understanding and serving the full spectrum of consumer occasions, preferences, and values. By bottling the essence of both a viral TikTok trend and the mindful drinking movement, this century-old winemaker is writing its next chapter.