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Sarti Rosa is making a splash with its United States debut.
The new spirit in town, previously only available in Europe, is officially hitting liquor stores across the country – and it’s become a viral sensation.
The aperitif hails from Italy and was developed by Casa Luigi Sarti & Figli, a historic distillery established in Bologna in 1885. The liqueur mixes blood orange, mango and passion fruit flavors.
On the heels of other popular summer cocktails – like the Aperol and Hugo spritz – experts think the Sarti spritz could become a rival, drawing in drinkers with its vibrant pink color and sweet, fruity taste.
Consumers on social media agree.
“Aperol spritz is out, Sarti spritz is in,” one influencer (@yourwellnessbestie) wrote in an Instagram post from Florence, Italy, where she enjoyed the cocktail with friends.
“When it feels like you’ve done the impossible and found Sarti Rosa in Boston,” another creator (@carolklm) posted from an area liquor store.
On the official @sartispritz Instagram page, American fans have continued to request that Sarti make an appearance in their cities. Sarti posted a video in response, saying, “USA, we heard you. See you soon.”
Sarti Rosa is available in select areas across the country. In New York City, a bottle retails for about $29.99.
While Sarti has taken social media by storm, Derek Brown, co-founder of the Washington, DC-based hospitality group Drink Company, told Fox News Digital that it “hasn’t quite made it to bars everywhere.”
“Social media can be its own bubble, and we forget that consumers must know about Sarti, bartenders must learn to make it and bars must start stocking it,” he said. “Being that Sarti just started being available in the United States this summer, it’s going to take some time.”
“For now, the Hugo spritz is far more popular in my experience, yet it’s obvious that Sarti has potential,” he added. “Once more people ask for it by name and bars start stocking Sarti, I’m sure it will gain momentum.”
Brown suggested that Sarti’s pink color, its “spritz-factor” and limited availability are what’s making it so attractive to consumers.
“Some research suggests pink drinks taste sweeter and can evoke pleasure,” he said. “Sarti is brand new to the U.S. and has been in somewhat limited quantities, which makes it feel special. If you’re able to get one, you’re most certainly going to put it on your social media.”
Brown noted Sarti’s “fairly low” alcohol by volume (ABV) of 14% is also attractive.
“I imagine we’ll see it announced as the ‘Drink of the Summer’ this year and next, and at that point we’ll see if it’s able to overtake the Aperol and Hugo spritz,” he said.
“It’s an easy-to-make drink. It’s very colorful. It’s kind of fruity and floral. I’m sure it’ll gain its place among the spritzes and be one of the many delicious options we have for summer drinking.”
Some restaurants have already put their own spin on the spritz.
Marisela Camacho, a manager and beverage director at The Farm Italy in New York, told Fox News Digital that its “Saint Sarti Spritz” – a combination of St-Germain, Sarti, lemon sorbet, mint and prosecco – has already been a sellout hit.
And the demand for Sarti in general has been high, Camacho reported, even before the customers step into the restaurant.
“I’m already seeing people putting in their reservation, saying that they want that Sarti spritzes for their party of 20,” she said. “Just looking at the drink on the tray, it turns heads for sure.”
Camacho predicted the hype won’t end when summer does, as fall and winter variations are sure to follow.
Fox News Digital reached out to Sarti distributor Campari for comment.
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