Today marks the World Aperitivo Day, a global celebration of Italy’s most convivial ritual: the Aperitivo. With summer approaching, there’s a growing desire for mindful and lighter toasts, featuring low-alcohol and creative non-alcoholic drinks, alongside increasingly sophisticated food and beverage pairings that highlight local produce.
The first sips of summer taste of “Made in Italy,” with hints of lime and mint, effervescent bubbles, shareable finger foods, and picturesque sunsets. May 26th is the World Aperitivo Day®, the global day dedicated to one of the most iconic symbols of the Italian lifestyle: the Aperitivo.
For four years, this event has heralded the beautiful season, uniting generations and cultures under the unmistakable banner of Italian spirit. Established by MWW Group, World Aperitivo Day® originated from an idea by Federico Gordini, president of the group and also the creator of Aperitivo Festival and Milano Wine Week.
“Today, after four editions, May 26th has become a global symbol of the Italian lifestyle: an international invitation to toast with taste, responsibility, and creativity,” states Federico Gordini, President of MWW Group. “The success of World Aperitivo Day® demonstrates how the uniquely Italian ritual of the Aperitivo can speak to the world, uniting different cultures under the sign of quality and conviviality. It’s wonderful to see how, starting from a tradition entirely our own, a universal language is emerging, made of flavors that meet, sharing, and the desire to be together.”
The Aperitivo Manifesto and Market Trends
The cultural and gastronomic value of the Italian Aperitivo is enshrined in the Manifesto dell’Aperitivo, an official decalogue signed by institutions, representative bodies, companies, and chefs. These ten rules aim to protect and enhance a symbolic moment of Italian conviviality that our country has made famous worldwide.
This edition’s keywords are lightness, certified quality, and premium pairing. These are the three clear directions the sector is moving towards, as emerged from Aperitivo Festival 2025 in early May. The event, held from May 9th to 11th, captivated Milan at a venue dedicated to one of Italians’ most beloved rituals. The Aperitivo’s turnover in Italy alone is valued at €4.5 billion. In the last six months, there’s been a shift towards new no and low-alcohol horizons, expanding the beverage offerings to include 0% alcohol beers and wines, mocktails, and ready-to-drink non-alcoholic or low-alcohol options—all “Gen Z-approved” proposals.
Global Reach and International Trends
While spritz, sparkling wines, craft beers, and botanical gins dominate the glasses, DOP (Protected Designation of Origin) and “Km 0” (zero-mile) products are increasingly valued in the food offerings by “Aperitaster” enthusiasts, who seek not only the pleasure of conviviality but also expertly crafted food and beverage pairings. This trend extends beyond Italy; the Aperitivo is gaining increasing appreciation internationally, experiencing a true wave of globalization, complete with specialized training.
This is exemplified by the Aperitivo Academy, an innovative training program by Aperitivo Festival for industry professionals. Between May 9th and 11th in Milan, it attracted 25 international bartenders, with support from ICE – Agenzia. From Austria to the United States, passing through Canada, Croatia, China, France, Hong Kong, North Macedonia, Malta, the United Kingdom, Germany, and Hungary, each country brought its contemporary vision of the Aperitivo to the glass.
From Japanese miso to Brazilian guarana, from the Austrian Negroni to Macedonian pairings, the Aperitivo reinvents itself everywhere, yet remains true to its essence. As the Manifesto states, “the quality of the Aperitivo is measured not so much by the quantity of beverage and food served, but by the quality of the products that compose it, at least 50% of which must be Made in Italy and traceable.”
Isabella Lombardo, a bartender from Vienna, humorously noted how in Austria, wine is still mixed with tonic, “panaché” style, but interest in signature drinks and great Italian classics like the Negroni (and its “Sbagliato” version) is growing.
From North Macedonia, the Aperitivo is also appreciated for its ability to redefine table rules. “With us, each drink has its precise moment, but we are learning the art of pairing with lighter dishes,” explains mixologist Maja Tacheva.
In Poland, enthusiasm is all over social media. “We like the Aperitivo because it’s not just about drinking or eating, but about being together and laughing. No one wants to miss the moment by staying shut in the kitchen,” says Piotr Sajdak, president of the Polish Bartenders Association. And while wine is gaining ground, national identity remains strong: “We love vodka, but the Aperitivo is teaching us to drink with pleasure and moderation.”
In the United States, meanwhile, there’s a boom in charcuterie boards (platters of Italian cured meats and cheeses), spritz, and tricolor-themed cocktails. This pop Italian style aesthetic is popular on TikTok and among foodies in New York and Los Angeles, where the Aperitivo has become the new brunch.
From Japan comes the most refined trend: umami – that savory and deep “fifth taste” – is entering cocktails through ingredients like miso, soy sauce, fermented tomato, mushrooms, and kombu. Alessandro Cogoni, an acclaimed Italian bartender, offers a masterful interpretation with his cocktail “Gocce di Sera,” a sophisticated infusion based on miso butter Cream Sherry, Tio Pepe, Campari, and red Vermouth. The result is a drink that blends Japanese innovation and Italian spirit, perfect for a meditative and umami-rich Aperitivo.
From Brazil and across South America, with bartender Alexandre Serignolli D’Agostino, comes a colorful and vibrant wave. The Aperitivo is enjoyed outdoors, with Latin music, convivial energy, and high-impact fruity flavors. Today’s increasingly refined and curious consumers demand preparations that evoke the Caribbean and South America. Drinks like Paloma and Mezcal Margarita are gaining popularity, partly due to increased sales in Italy.
Milan: Where the Aperitivo Becomes an Experience
Bars, cocktail bars, wine bars, and lounges across Italy are joining the Milanese nightlife to stylishly celebrate World Aperitivo Day®. For those remaining in the city, the event takes place in iconic Aperitivo venues thanks to the “Aperitivo Made in Lombardia” project, conceived by MWW Group and promoted by Ascovilo (Association of Lombardy Wine Consortia) and Grana Padano DOP. This circuit of events is spread across the coolest venues where, until the end of June, wines from the 13 Lombardy Consortia adhering to Ascovilo meet the full flavor of Grana Padano DOP. The highlight? An exclusive rooftop party on May 26th, with views of Milan and a sunset toast.
Here are the participating venues:
- Enoclub Malfassi srl (Via Friuli 15, 20135 Milan)
- Cantun Vercelli (Via Polibio, 1 – 20144 Milan)
- Cantun Porta Nuova (Via Vincenzo Viviani, 2 – 20124 Milan)
- Cantun Gioia (Via Melchiorre Gioia 45 – 20124 Milan)
- Cantun CityLife (Viale Severino Boezio, 2 – 20145 Milan)
- Harmony Cafe (Via Andrea Solari, 46 – 20144 Milan)
- La Cantina di Franco (Via Raffaello Sanzio, 16 – 20149 Milan)
- Grand Cafe’ e Tre Marie (Viale Piave 23 – 20129 Milan)
- Devoti (Via Ripamonti, 93 – 20139 Milan)
- Il Vinaio al Calice (Via Giuseppe Mussi 16 – 20154 Milan)
Furthermore, on Thursday, May 29th, at Mag La Pusterla (Via De Amicis 22), Asiago DOP will be the star of a glamorous evening of pairings and tastings designed to enhance its organoleptic profile in combination with sparkling wines, signature cocktails, and structured red wines.
And for those who wish to recreate the perfect atmosphere at home, Carrefour offers an entire selection of 235 catalog products, designed to compose a bespoke Aperitivo, including beverages, snacks, cured meats, cheeses, and ready-to-drink options.