World Aperitivo Day launches
The first World Aperitivo Day, an international event promoting the Aperitivo, will be rolled out online on a global basis on 26 May 2022.
The day will be celebrated globally through an online campaign under the hashtag #WorldAperitivoDay, with a live event in Milan presenting the first official ‘manifesto of the Aperitivo’.
The launch of World Aperitivo Day is being curated by the MWW Group, a Milan-based communications and event-planning firm that produces events such as the Milan Wine Week and Milan Food Week, in partnership with other brands within the food and beverage sector.
“The Aperitivo is an identifying part of the Italian lifestyle,” explained Federico Gordini, president of MWW Group. “It is a ‘way of living’ we are proud to share with the international community, a means to create new opportunities to promote authentic Italian products on the global market, but also a new occasion for worldwide players to come together and create innovative experiences for consumers”.
The Italian tradition of Aperitivo dates back over 2000 years, and is a ritual observed across the Peninsula.
Together, the line-up of industry promoters, authorities and experts have developed the first ever ‘manifesto of the Aperitivo’, a clear and simple document that provides an official definition for the original Italian Aperitivo, and a series of commandments that can be easily shared, reproduced and exported.
The manifesto leads with: “It’s only Aperitivo if it’s at least 50% made in Italy”.
To promote the international celebration, the remaining criteria listed in the manifesto will also be posted on Aperitivo Association’s social media accounts in the weeks leading up to the event, and users will be able to share their own pictures and captions of the perfect Aperitivo using the official hashtag.
The event in Milan will bring together industry professionals for a full day of workshops and tasting events, showcasing the best pairings and techniques presented by esteemed chefs, mixologists and sommeliers.
It will also feature an opening series of talks held by experts and influencers in the field, which will focus on the history and future of the Aperitivo and its cultural offshoots, plus current trends.
At the end of the day, a special consumer event will open the tasting experience up to guests, paired with a live musical performance.
The event will also provide a ‘sneak peek’ of the format of the Aperitivo Festival which will premiere in May 2023 in Milan, as well as in select international destinations including US, Germany, UK and Hong Kong.
The festival will promote the Aperitivo across key markets worldwide through multiple days of training events, tastings, live pairings and performances for the audience of industry professionals and consumers.