By Ollie Morris, Head of Mixology at Cotswolds Distillery.
Having worked in hospitality for the past 25 years and now serving as Lead Mixologist at Cotswolds Distillery alongside running my own luxury cocktail and events company, I’ve watched the early evening drinks ritual establish itself across the globe. ‘Aperitivo Hour’ or perhaps those in the UK would refer to it as ‘Happy Hour’ has evolved as part of a broader cultural shift. Consumers are turning their back on the after-dinner moment and embracing the opportunity for pre-dinner casual meet ups with friends and family. This in turn has opened up opportunities for a number of drinks categories and a key beneficiary has been the spritz category with consumers looking for refreshing, low ABV alternatives.
The success of the spritz lies in its simplicity and versatility. It’s a serve that’s just as easy to recreate at home as it is to elevate in a great bar. We’re also seeing consumers move beyond simply ordering an Aperol Spritz. Today’s guests are looking for provenance, craftsmanship and a genuine sense of place. That’s one of the reasons I find Cotswolds Wild Spritz such an exciting addition to the category. Rather than recreating a traditional Italian aperitivo, it offers a distinctly English interpretation, bringing together hand peeled orange zest, lemon balm, calendula, local English lavender, gentian and liquorice root to create a bright, elegant and beautifully botanical aperitif that works brilliantly with both English sparkling wine and Prosecco.
I also believe the biggest opportunity isn’t simply creating a better spritz, it’s creating a better spritz occasion. The North Cotswolds has quietly become one of the UK’s most exciting luxury hospitality destinations, with world-class hotels, restaurants, producers and visitor experiences attracting discerning guests from around the world. At Cotswolds Distillery we’re embracing that through our Hidden Still cocktail concept, where visitors discover modern English cocktail culture in the place where our spirits are made. It’s about slowing people down, encouraging conversations and creating memorable moments through exceptional hospitality and relaxed indulgence.
One of the reasons the spritz has become such a summer favourite is how naturally it pairs with food. The bright citrus, delicate botanicals and gentle bitterness stimulate the palate, making it the perfect companion to relaxed outdoor dining. At The Hidden Still we’ve created a menu specifically designed to complement that laid-back sundowner occasion. Guests can enjoy carefully curated British charcuterie boards, a selection of exceptional local cheeses, seasoned olives and our increasingly popular Silly Crisps – premium British potato crisps finished with chef’s choice toppings such as locally sourced salt beef and sauerkraut, aged Parmesan, or a classic Caesar-inspired topping. It’s uncomplicated food, made with quality local ingredients, designed for sharing over great drinks and even better conversation.
When it comes to summer cocktails, simplicity and balance are key. Alongside the Cotswolds Wild Spritz, one of my favourite serves is our Peach Tea Spritz, combining Cotswolds Signature Single Malt Whisky with cold brew black tea, peach liqueur, English sparkling wine and a splash of ginger ale. It’s light, refreshing and offers a wonderful twist on a classic whisky serve. Another seasonal favourite is the Hazy Afternoon Spritz, made with Cotswolds Dry Gin, Bottlegreen Elderflower Cordial, English sparkling wine, soda and fresh mint. It captures everything people are looking for in modern summer drinking, refreshing, beautifully balanced and simple enough to recreate at home. Together, these cocktails celebrate British ingredients, encourage slower, more sociable drinking and perfectly reflect the evolving English aperitivo culture.
In today’s busy world, where we’re constantly connected and rarely switch off, the opportunity to pause, reconnect with friends and family, and enjoy a beautifully crafted spritz before dinner feels like a genuine luxury. I believe Aperitivo Hour is here to stay. As consumers continue to value quality over quantity and experiences over occasions, the English spritz movement is only just beginning. We have exceptional spirits, outstanding local produce and some of the world’s best hospitality venues. It’s exciting to see England developing its own distinctive aperitivo culture, and I look forward to watching it continue to evolve.
About the expert
Ollie Morris is Head of Mixology at Cotswolds Distillery, where he creates exceptional cocktails and champions the craftsmanship behind the distillery’s award-winning spirits. With a career spanning luxury hospitality, events and bespoke cocktail experiences, Ollie’s passion for flavour, storytelling and local ingredients has made him a respected figure in the drinks industry. A lifelong Cotswolds resident, he combines his knowledge of cocktail history with a love of seasonal foraging, innovation and elegant serves. His signature creation, the Cotswolds Old Fashioned, reflects his appreciation for balance, quality and timeless cocktail artistry.
