Get Set for the Great Aperitivo Summer

The giants of the alcohol industry got the same memo. This summer, more people than ever will be choosing the modern aperitivo moment. Even Starbucks has just announced a new aperitivo menu – available from 2pm to 5pm. So, what’s driving this latest beverage phenomena?

As consumer behaviour becomes more emotion led, it’s becoming clear that ‘aperitivo’ means more than just a drink - it’s a state of mind. And it's staging a quiet but undeniable takeover of summer sipping culture. It’s an occasion already worth $11bn according to drinks experts IWSR and it is set to soar over the coming years.

Gone are the days when aperitivo meant just an Aperol spritz. In 2025, the aperitivo hour is evolving into something far more emotionally and culturally resonant. It’s become an antidote to burnout, a ritual of lightness, and a modern-day glimmer – a prime example of the tiny moments of joy that we’re all grasping for.

In an always-on world, today’s consumer is on the lookout for small, intentional celebrations that mark the end of a day or the beginning of a moment. With the rise in homeworking, we know that many of us are drinking a little earlier, seeking ways to transition from laptop to leisure. The modern aperitivo aligns perfectly with this energy.

Sensorially, an aperitivo serve is less sweet, more subtle. It has a lower ABV and is designed to be snack friendly – making it the basis for an occasion. It’s no longer just a prelude to dinner; it’s the main event for people who want ritual without rigidity.

Contender #1

Buoyed by this trend, Campari is expanding distribution of its non-alcoholic Italian aperitivo, Crodino, to the U.S this summer.“With the launch of Crodino, we’re expanding the joy of Spritz to even more consumers who seek a sophisticated and flavourful non-alcoholic option.”

Part of the appeal of the modern aperitivo is that it offers something more than refreshment: there is a feeling of transportation. With bitter botanicals, oceanic herbs, and citrus-spiked nuance, these drinks capture the holiday feeling that feels all the more alluring amid relentless downbeat news cycles.

The range of products on offer don’t pitch indulgence. Rather, they are offer a kind of curated calm – where the complexity of the sip creates a more immersive beverage experience, marking out a sense of reward for making it to this moment.

Contender #2

Family-owned spirits company, Bacardi is meeting consumer demand for lighter, more premium drinks and evolving drinking occasions by leveraging its most famous MARTINI brand in the dynamic aperitivo space – including the launch of a new signature drink for this iconic Italian vermouth brand.

Another reason we think the aperitivo is gaining so much traction at this time is that it borrows from a range of drinking cultures. Spritzes now borrow from soda culture. Vermouth is cut with tea. Sake meets cola. Mezcal flirts with champagne. It’s what WGSN calls ‘boundary-blurring – a movement that thrills flavor explorers and attracts low and no seekers alike.

For a generation navigating moderation and control, the modern aperitivo is flexible. It welcomes you at 2pm or 10pm, with snacks or as one. And it even respects the rise of GLP-1 lifestyles, glucose-tracking culture, and the retreat from sugar.

Contender #3

French spirits major Pernod Ricard is venturing into the non-alcoholic aperitif space with the launch of Ramazzotti Aperitivo Arancia 0.0%. The product will be launched in retail and restaurants in Germany and Austria from April.

This summer’s aperitivo is served with more than olives. Think whipped bean curd with chilli crisp. Pizza-scented spritzes paired with salted focaccia. Vermouth matched to locally cured lap cheong sausage. Aperitivo 2025 isn't just a liquid - it’s a whole table moment. One that feels elevated but not exclusive.

Contender #4

Already benefiting from the Aperitivo trend, Limoncello brands are starting to see sales lift. One such brand is Villa Massa which recently announced a €2 million investment to double its production capacity, aiming to strengthen its presence in markets like the US and Latin America led by a 30% ABV product. On the same footing, Stock Spirits has entered the lower-alcohol market with Limoncè Aperitivo (14.8% ABV)

The aperitivo moment won’t stop when the sun sets on summer. So, here some suggestions on where to focus next:

• Morning Spritzes - light, low-sugar, herbaceous sips that fit with brunch or even a solo journaling ritual.
• Function-forward Formats - spritzes with adaptogens, mood enhancers, or gut-friendly ferments.
• Snack-Led Storytelling - aperitivo brands that own the bite as much as the beverage.
• Global expansion - from Negronis with Vietnamese spices to Japanese highballs rebranded as “zen aperitivo”.

Contender #5

Extending the aperitivo moment into a new sensory space is Berry Bros & Rudd Barrel-Aged Aperitivo. The result is a complex and refreshing creation that marries the woody notes of the barrel and cherry bark with the smoky tones of peat and the bittersweet flavours of gentian and wildflower honey.

The aperitivo moment is here to stay.

Summer 2025 is the season where aperitivo goes mainstream, but it will continue to be meaningful for as long as we care to anticipate. It’s lighter. Smarter. Stranger. More delicious. And most importantly, more human.

Innovate to deliver creative, flavour-forward expressions of aperitivo, considering spritzes, the likes of Negroni and bitter flavours. This isn’t just about creating new products. It’s about dreaming up liquid experiences that help people reclaim joy in small doses. One perfectly chilled, gently bitter, gloriously glimmering sip at a time.