Why Bartenders Are Ditching the Spritz for the Highball This Summer
By Alexander Ross
The drift toward highballs reflects deeper shifts in generational drinking habits. Industry tracking reveals that consumers under 30 consume substantially less alcohol than older cohorts did at the same life stage, steering trade volume toward low-proof options that do not carry heavy calorie counts. Bartenders have responded by restructuring cocktail lists around clean modifiers, high-pressure seltzers, and Japanese preparation styles.
| Category Element | Classic Aperitivo Spritz | Artisanal Soda Highball |
|---|---|---|
| Average Sugar per Serve | 14g, 19g (aperitif + sparkling wine) | 0g, 3g (primarily unflavored seltzer) |
| Finished ABV Range | 9%, 12% ABV | 5%, 8% ABV |
| Primary Carbonation Source | Prosecco / Sparkling Wine | High-pressure club soda / mineral water |
| Menu Growth (2024, 2026) | Flat to -4% YoY on craft bar programs | +22% YoY specialty placement |
The numbers illustrate why bar owners embrace the transition. With premium club sodas costing a fraction of sparkling wines, highballs carry healthier profit margins while commanding a fair craft price point of $14 to $18 in major metropolitan areas, provided the ice and presentation match modern standards.
Alexander Ross has covered the video game industry for a decade, writing deep dives on game design, esports tournaments, VR developments, and gaming culture.
