The popularity of the controversial Hard Solo, and the drinking preferences of Generation Z have hailed a new boom in lemon drinks, says Steve Donohue, the boss of Dan Murphy’s and BWS’ parent company after unveiling a modest rise in group sales and earnings.

“People are loving anything that is refreshing, and lemon flavour is one of the most refreshing drinks out there,” Donohue said. “What we’ve also seen is an explosion in demand for limoncello, for example. We just about doubled our sales in limoncello in Dan Murphy’s in December.”

Gen Z, in particular, are eager to reach for more innovative, convenient drinks and tend to prefer lighter, more refreshing beverages in smaller sizes, such as 330ml cans instead of 750ml.

“Lighter, refreshing styles with fruit characters in them – this is what customers are looking for.”

Exponential Australian growth for limoncello

The huge success story of bottled limoncello spritz Zoncello has been highlighted at Endeavour Group’s first Supplier Forum of 2024.

Endeavour Group’s Buying and Merchandising Director Tim Carroll said: “We are seeing rapid changes in customers’ tastes and preferences, and the trend of consumers seeking out and trying new drinks is showing no signs of abating even in a higher cost of living environment.

“There have been $850 million of sales generated by new products in the last two years and 1900 new products added to our range in the last year alone.”

Carroll said Yarra Valley wine producer Zonzo Estate had seen “exponential growth” in recent months of its limoncello spritz Zoncello.

“It is an Australian wine product, which is sensational, it is very appealing to Gen Z and is now part of what is driving growth in the wine category again.”

“We are back in growth in the wine category thanks to that innovation.”


We’ve seen an increasing number of lemon-flavoured RTDs

One of the key reasons for RTD choice is that consumers prioritise the flavour of the spirit base. Vodka is still the number one spirit base, but we are seeing growth in other bases.

Refreshment is also key factor in RTD choice, and lemon flavoured beverages both alcoholic and non-alcoholic are synonymous with refreshment.

The Spritz is Back – Limoncello Spritz

If you think Limoncello is just for sipping, think again. The Limoncello Spritz has been making a name for itself, especially in Italy. This delightful concoction combines the sweet and sour notes of Limoncello with the bubbly effervescence of Prosecco. The drink is a nod to the classic spritz, which originated in Italy in the 1800s to dilute sparkling wine. It’s ideal for a pre-made cocktail in clubs and pubs


·         50mL limoncello

·         60mL prosecco

  • 30mL soda
  • 15mL sugar syrup
  • Garnish: thyme sprig and lemon wheel


  1. Add all ingredients to a wine glass
  2. Fill with ice
  3. Garnish with a lemon wheel and sprig of thyme



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Limoncello Spritz Recipe | Prosecco Limoncello Spritz Cocktail – Dan’s Daily | Dan Murphy’s (