The Italian Aperitivo: A Cultural Anchor Navigating Modern Consumption Shifts
by Liz Canto 10 May 2025
Milan’s Aperitivo Festival highlights the enduring appeal of Italy’s beloved pre-dinner ritual, even as economic pressures and evolving generational preferences reshape consumption patterns.
by Liz Canto 10 May 2025
The Italian aperitivo, more than a mere pre-dinner drink, stands as a deeply ingrained cultural ritual, one that Italians seemingly find difficult to forgo. As Milan hosts its annual Aperitivo Festival, an analysis by Cga by Niq reveals the remarkable stability of this tradition: 37% of Italians have enjoyed an aperitivo in the last three months, a figure mirroring previous years. This steadfast adherence underscores the aperitivo’s significance as a social cornerstone, extending beyond traditional venues into the fabric of everyday life, from local trattorias to even discos.
While the ritual endures, subtle shifts in consumption are evident. At-home spending on classic aperitif ingredients has seen a marginal decline, suggesting a potential recalibration of household budgets. Conversely, the robust performance of sparkling wines, gin, and the burgeoning ready-to-drink sector – collectively generating substantial revenue growth – indicates evolving consumer preferences and a willingness to indulge in certain categories.
The enduring dominance of the Spritz, followed by Prosecco and beer, in the alcoholic aperitivo landscape speaks to established tastes. However, the increasing popularity of low and no-alcohol options, particularly among younger generations, signals a growing awareness of health and regulatory considerations. This trend, highlighted by NielsenIQ’s Matteo Fortarezza, presents strategic opportunities for beverage producers and local establishments to cater to a more health-conscious and convenience-driven demographic. The data further suggests a renewed appreciation for easily accessible neighborhood venues, particularly among Gen Z, indicating a potential shift towards localized social experiences.
The strong emphasis on food pairings, with a notable willingness among consumers to pay a premium for quality, local ingredients, underscores the aperitivo’s intrinsic link to Italy’s rich gastronomic heritage. This appreciation for culinary excellence resonates with a discerning, high-end audience that values authentic and high-quality experiences.
Federico Gordini, the visionary behind World Aperitivo Day, emphasizes that the enduring appeal of the aperitivo lies in its harmonious blend of beverage and food, a principle enshrined in the “Manifesto dell’Aperitivo Italiano.” The continued vitality of this tradition, evidenced by events like the Milan festival and the growing market for both traditional and innovative aperitivo offerings, underscores its adaptability and its enduring place in the Italian cultural landscape.
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Source:ilsole24ore.com