The first sip of summer tastes of Made in Italy: the scent of lime and mint, bubbles popping in the glass, finger food to share and postcard sunsets. May 26 was World Aperitivo Day, the global day dedicated to the most beloved Italian ritual and one of the most iconic symbols of the Italian lifestyle. The event established by MWW Group which, for four years, has been a trailblazer for the summer season in the name of Italianness. “The success of World Aperitivo Day shows how the all-Italian ritual of the aperitif is capable of speaking to the world,” underlines Federico Gordini, president of MWW Group. “It’s beautiful to see how, starting from a tradition all ours, a universal language is being born made of flavors that meet, sharing and the desire to be together.” Here are the trends today in the world of aperitifs, a ritual that today, in Italy alone, represents a turnover worth 4.5 billion euros and that in the last six months has seen a change of direction towards new no and low alcohol horizons, broadening the range of beverage offerings to 0% alcohol beers and wines, mocktails and non-alcoholic or low-alcohol ready-to-drinks, all Gen Z-approved proposals.
Aperitif: all the trends around the world
If Spritz, sparkling wines, craft beers and botanical gins dominate the glasses, on the plates it is the PDO product, at Km 0 that is valued by the people of the Aperitaster, those who in addition to the pleasure of the moment of conviviality seek in a place food & beverage pairings according to the rules of the art. But not only in Italy, also abroad: the aperitif is a trend increasingly appreciated outside national borders and overseas, which is experiencing a real wave of internationalization.
From Japanese miso to Brazilian guarana, from the Austrian Negroni to the Macedonian pairing, the aperitif is reinventing itself everywhere, but remains true to itself.
There are those, like Isabella Lombardo, a bartender from Vienna, who ironically tells how in Austria wine is still mixed with tonic, in the panache style, but interest is growing in signature drinks and great Italian classics, such as the Negroni (and its “sbagliato”).
From North Macedonia, the aperitif also wins over for its ability to redefine the rules of the table: “Here, every drink has its own precise moment, but we are learning the art of pairing it with lighter dishes,” explains mixologist Maja Tacheva.
In Poland, the enthusiasm is all social: “We like the aperitif because it is not just drinking or eating, but being together and laughing. No one wants to miss the moment by staying locked in the kitchen!”, says the president of the Polish Bartenders Association Piotr Sajdak. And while wine is making its way, the national identity remains strong: “We love vodka, but the aperitif is teaching us to drink with pleasure and moderation.”
In the United States, meanwhile, there is a boom in charcuterie boards – platters of cured meats and cheeses made in Italy – Spritz and tricolor-themed cocktails: an aesthetic of Italian style pop that is popular on TikTok and among foodies in New York and Los Angeles, where the aperitif has become the new brunch.
The most refined trend comes from Japan: umami – that savory and deep “fifth taste” – enters Cocktails thanks to ingredients such as miso, soy sauce, fermented tomato, mushrooms and kombu.
Alessandro Cogoni, an award-winning Italian bartender, gives a masterful interpretation with the “Gocce di Sera” cocktail, a sophisticated infusion based on miso butter Cream Sherry, Tio Pepe, Campari, red Vermouth. The result? A drink that blends Japanese innovation and Italian spirit, perfect for an aperitif with a meditative and umami character.
Finally, from Brazil and the whole of Central and South America, with the bartender Alexandre Serignolli D’Agostino, comes a colorful and vibrant wave. For a ritual that is experienced outdoors, between Latin music, convivial energy and fruity flavors with a high sensory impact. Aperitivo loves Mezcal and Tequila, which are not only appreciated by bartenders and mixologists always looking for new flavors and combinations: today consumers, increasingly refined and curious, ask for preparations that smell of the Caribbean and South America, so drinks like Paloma and Mezcal Margarita are gaining popularity, thanks to the progressive increase in sales in Italy.
