From wine to spritzes: a summary
- Brown Brothers uses citrus spritzes to recruit new wine drinkers
- Familiar flavours like yuzu and orange lower wine entry barriers
- Coles data shows 68% of spritz buyers are category newcomers
- Spritzes reposition wine for refreshing social occasions and premium easy drinking
- Cross generational appeal supports Asia Pacific expansion and broader RTD strategy
The Australian heritage winery is positioning spritzes as a ‘really cool recruitment tool’ as it seeks to convert new drinkers amid global pressure on wine consumption, tapping into growth across ready-to-drink categories.
Cocktail-inspired and citrusy notes offer familiarity, which Brown Brothers sees as critical for attracting consumers who may feel uncertain about traditional wines.
The yuzu lemon and orange flavours were selected to complement crisp effervescence, a texture and mouthfeel commonly associated with refreshing sparkling wine styles. This profile helps position spritzes as an accessible entry point.
“Globally, the wine industry is struggling to recruit new consumers, but the spritz category can play a role in converting those who are new to the category,” Head of Innovation & Insights Emma Brown told us.
“There’s a real ease of entry for adjacent alcoholic categories like seltzers because you know what a watermelon-, apricot- or lychee-flavoured drink is going to taste like. These flavours help break down barriers in wine, where some consumers don’t know what to expect.
“We can be really overt with flavour and give the consumer a whole lot of confidence to kind of come into the category for the first time.”
This strategy appears to be resonating in retail. Data from the winery’s retail partner Coles showed that 68% of consumers purchasing spritzes were new to the category.
This suggests spritzes may function as an effective entry point.
Beyond flavour familiarity, the winery is also focusing on expanding consumption occasions for wine-based drinks.
Repositioning wine for refreshment occasions
“Wine isn’t typically seen as refreshing, but because there are a lot of social occasions that call for refreshment, it’s an important area for the wine industry to consider,” said Brown.
This is where flavour choice becomes critical in unlocking new occasions for sparkling wines.
The winery observed rising interest in yuzu for its aromatic complexity, while vibrant citrus profiles such as yuzu and orange pair naturally with spritz-style drinks. These formats are gaining traction as consumers seek premium yet easy-drinking options suited to social and warm-weather occasions.
With these trends playing out globally, Brown Brothers is eyeing expansion of its spritz range across the wider Asia-Pacific region and other export markets.
Beyond Gen Z: a broadening spritz audience
While young adult females are a core target, the winery is seeing a far more diverse demographic emerging among spritz consumers.
“Spritzes are occasion-led. It’s about socialising with friends and family and having a great time. We’ve seen how spritzes can have such a broad appeal across genders and generations at different events or festivals,” said Brown.
“Yuzu lemon, for instance, is a popular flavour for ready-to-drink beverages among younger people, while for the older generation it’ll be reminiscent of taking a limoncello after dinner. This cross-generational appeal allows families and friends to come together and enjoy spritz flavours across a range of occasions.”
