Aperol unveils new bottle design
Campari Group has revealed a new bottle design for Aperol, reinterpreting the apéritif’s classic appearance with a contemporary Italian look.
Aperol’s new bottle design signals a new chapter for the brand while remaining true to the visual codes that have made it recognisable since its introduction in 1919.
Balancing modernity with heritage, the new design aims to elevate Aperol’s presence across bars, terraces, and retail shelves.
While the liquid inside stays unchanged, the new design is intended to celebrate Aperol’s journey from a local Italian apéritif to a global icon of modern aperitivo culture.
It features rippled glass around the bottle’s shoulder, highlighting the vibrant orange liquid inside, and a more refined silhouette inspired by Italian architecture, creating a bottle that ‘feels special in customers’ hands.’
The label has been simplified to emphasise the apéritif’s vibrant colour. On the back of the bottle is a transparent label with a guide for making the perfect Aperol Spritz.
Each bottle displays the embossed monogram of the Barbieri brothers, who created Aperol in 1919. The symbol serves as a subtle mark of quality and craftsmanship, reflecting more than a century of Italian tradition.
Andrea Neri, managing director of House of Aperitifs at Campari Group, said: “This new bottle is a celebration of what has always defined Aperol. It reflects our Italian roots while bringing a more contemporary expression to an icon enjoyed around the world.
“Every detail has been carefully considered to enhance the Aperol experience and reaffirm the brand’s place at the heart of modern aperitivo culture.”
Aperol’s new design will be implemented across all of the company’s consumer touchpoints, both on-trade and off-trade, starting this month.
Despite ongoing US tariffs, Campari Group’s organic sales grew by 2.4% in 2025.
The company’s CEO, Simon Hunt, believes that focusing on its major brands and geographic expansion can lead to another year of growth.
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