Italian pink spritz Sarti Rosa launches in U.S., sparks social media buzz
The Italian aperitif Sarti Rosa has entered U.S. liquor shelves, quickly becoming a viral favorite thanks to its bright pink hue and fruity profile.
Sarti Rosa, an Italian spritz created by the 1885-founded Casa Luigi Sarti & Figli, has begun appearing in U.S. liquor stores, priced around $29.99 in New York City. The pink-colored liqueur blends blood orange, mango and passion fruit, and has ignited a wave of social-media posts from influencers in Florence and Boston. While the drink enjoys online popularity, co-founder Derek Brown of Drink Company cautions that many bars have yet to stock it and that wider consumer familiarity is needed for it to challenge established spritzes like Aperol and Hugo.
Some venues, including The Farm Italy in New York, have crafted their own “Saint Sarti Spritz” recipes that are already selling out, and reservations are being made specifically for the beverage. Brown points to the drink’s low 14% ABV, limited availability and eye-catching color as factors driving its hype, predicting it could become a seasonal favorite if demand continues. The brand has responded to U.S. interest with a promise to expand its presence.
Why it matters
The launch shows how a niche European spirit can quickly gain traction in the U.S. market through social media and influencer promotion.
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