Sales of Aperol and Pimms are up 148 per cent this summer

Despite not being able to spill out of the office and straight into the pub on a Friday evening (thanks to most of us still mostly working from home), that hasn’t stopped us Brits from having our post-work tipple.

Except instead of rounds as the pub, these days we’ve all become amateur mixologists and are shaking, mixing and stirring up our drinks at home, causing sales of spirits to skyrocket.

Aperol spritz
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Waitrose has reported that sales of Aperol have shot up 148 per cent compared to this time last year. Since most of us won’t make it abroad for a summer holiday this year, it’s no wonder we’re craving a taste of the classic Italian aperitif that we all associate with being on holiday. A recent study by Audley Villages revealed that Italy is the number one place Brits are most looking forward to travelling to post-pandemic, so it’s not surprising that in the meantime, we’re finding ways to bring a taste of Italy to us.

Aperol has been on the rise in the UK for some time – Google searches for the spirit have increased every year since 2004, with searches naturally peaking each summer.

The best way to enjoy Aperol is in its signature cocktail, an Aperol Spritz. ‘To make the perfect Aperol Spritz,’ says Waitrose, ‘fill a large wine glass with ice. Combine Prosecco followed by Aperol in equal parts and add a dash of soda water. Stir and garnish with a slice of orange.’


Meanwhile, Pimms sales are also up by 105 per cent, proving the traditional British summertime drink is still as popular as ever – even the Queen loves a glass of Pimms. This year, a pink Pimms called Sundowner was released for the first time, giving us even more ways to enjoy the deliciously refreshing and fruity drink.

As well as Aperol and Pimms, Pampelle Grapefruit Aperitif is also enjoying a soaring success this summer, with sales up 4,850 per cent compared to last year. Vermouth sales are also on the up – Noilly Prat Dry sales have increased by 64 per cent; Martini Extra Dry is up 35 per cent. Espresso Martinis are also seeing a surge in popularity, with sales of Kahlúa Coffee Liqueur up 51 per cent.

Espresso Martini
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John Vine, Spirit Buyer at Waitrose, told the Daily Mail‘s Femail: ‘With many of us now spending our summer break closer to home, we’re seeing strong demand for “summer type serves” which are quick and easy to do.

‘Our customers are looking for ways to end their working day while they’re still working from home and mixing up some delicious sundowners before dinner has driven sales of aperitifs in recent weeks.’

The spirits of summer 2021, including Aperol and Pimms


Aperol 100cl, £15, Waitrose


Pimm’s No 1 Cup 70cl, £12, Waitrose


Pampelle Grapefruit Aperitif 70cl, £20, Waitrose

Noilly prat vermouth

Noilly Prat Original Dry Vermouth 75cl, £12, Waitrose

Kahlua liqueur

Kahlúa Coffee Liqueur 700ml, £12, Waitrose