The Bar Journal

Aperitivo is more than a drink, it’s a cultural ritual, a social moment, and a symbol of Italian lifestyle. It’s that magical window of time between day and night when everything slows down, and people come together to connect, reflect, and raise a glass.

For us at ItalSpirits, the aperitivo is not a trend, it’s a way of living. It blends heritage and hospitality, balancing the bitterness of a long day with the sweetness of good company. Whether it’s a spritz on a sunny terrace, a Negroni at a candlelit bar, or a low-ABV serve paired with cicchetti, the aperitivo represents the very spirit of conviviality.

The New Aperitivo Trends

In recent years, we’ve seen the aperitivo evolve, not change, but expand. A new generation of bartenders, venues, and consumers are shaping the ritual in fresh ways:

• Low-ABV & Flavour-Forward: The rise of mindful drinking has boosted demand for sessionable, sophisticated aperitivi.
• Bitter is Back: A rediscovery of amaro, vermouth, and aperitivo bitters has made Italian flavours trend-setting again.
• Pairing Moments: More bars are serving aperitivo menus with food pairings, reviving the traditional northern Italian style.
• All-Day Aperitivo: No longer limited to 6–8 pm, aperitivo is now embraced as an all-day lifestyle: brunch spritz, afternoon sips, and late-night Negroni riffs.

Rosolio Day & ITALICUS Weeks: Honouring the Heart of Aperitivo

This year also marked a milestone for our sister brand ITALICUS Rosolio di Bergamotto, celebrating its eighth anniversary with the launch of the first National Rosolio Day.

The occasion was brought to life with ITALICUS Weeks,  exclusive menu activations in top bars across eight countries, including Italy, France, the UK, and the US. Each venue crafted bespoke Italicus cocktails, spotlighting the modern elegance of Rosolio while honouring its Renaissance roots.

To inspire at-home aperitivo moments, Italicus also partnered with Drink Masters winner LP O’Brien for a special digital series exploring the brand’s history, cocktail versatility, and aperitivo culture.

Italicus continues to enhance the global aperitivo landscape, proving that Italian tradition still holds powerful modern relevance.

Spirit of Savoia: The Simplicity of Aperitivo, Redefined

The Spirit of Savoia campaign celebrated what makes Italian aperitivo timeless: simplicity, flavour, and connection.

Across top bars in Europe, Savoia Rosso and Orancio starred in effortless, elegant serves — proving that great cocktails don’t need complexity. Just one ingredient is enough to unlock their character:

• Savoia Rosso or Orancio + Tonic – Bitter-sweet, refreshing
• Savoia Rosso or Orancio Spritz – One pour, one fizz, pure Italian style
• Savoia Rosso Negroni – Bold with character

As part of the campaign, bartenders were also challenged to create a signature cocktail using only one additional ingredient — showing how versatile yet simple Savoia can be behind the bar.

Rooted in tradition, made for modern tastes — Savoia is the ultimate expression of the new aperitivo: bold, minimal, and beautifully bitter.

The Future of Aperitivo

From timeless rituals to modern reinventions, the aperitivo continues to evolve without ever losing its soul. Whether discovered through the refined bitterness of Savoia or the citrus elegance of Italicus, today’s aperitivo is as much about how we drink as what we drink — with purpose, with people, and with pleasure.

At ItalSpirits, we remain committed to celebrating the Made In italy in all its forms — across bars, borders and generations — ensuring the spirit of aperitivo lives on, not just as a moment, but as a movement.