Rexam Beverage Can is to further its partnership with Sprizzerò by De Martin GmbH & Co. KG as the company brings its innovative aperitif drink, Sprizzerò, to the UK market.  Following on from the product’s success in shops and bars across a number of European countries, Sprizzerò will be available in the UK from August this year.

The 25cl slim cans, which are produced at Rexam’s Enzesfeld plant in Austria, will initially be available in fine restaurants, bars and some of the UK’s top clubs.  Sprizzerò has a strong philosophy which reflects the Mediterranean way of life, urbanity and eccentricity, and has selected outlets which reflect these qualities.

Paolo De Martin, grandson of Edoardo, the 1930’s Italian socialite who invented Sprizzerò, explained the reason behind launching in the UK; “Sprizzerò has been very popular across Europe, particularly in Germany and Italy, but we wanted more consumers to have the chance to enjoy the unique aperitif. The UK market is very important to us, particularly as consumers there have delicate tastes and enjoy a long drink – and the UK bar culture is one of the best in the world.  We feel our product, in their perfectly created cans, will be thoroughly enjoyed by the UK consumers.”

The launch into the UK market will be supported by promotions and special events, including after show parties during the Games. Each event will allow consumers to see and taste Sprizzerò, ensuring they get the full experience.

Harald Moser, Sales Director for Rexam Beverage Can, commented on the move to the UK; “It has been great working with Sprizzerò by De Martin GmbH & Co. KG to make their Sprizzerò drink a success across Europe, and to see it move to the UK is fantastic.  The cans are really unique and popular with consumers, and with an increased demand for on-the-go consumption which the beverage can suits perfectly, we have no doubt that Sprizzerò will be a great success in the UK.”