First World Aperitivo Day date announced as 26 May
The MWW group has announced that the first World Aperitivo Day will take place on 26 May, with the public invited to celebrate one of the oldest rituals in Italian culture.
World Aperitivo Day will be celebrated on social media using the hashtag WordAperitivoDay, where people are invited to share their own ideal Aperitivo.
The day will also be celebrated with a special event at Feltrinelli Foundation in Milan, with a packed series of events including talks, tastings and pairings from celebrate chefs, sommeliers and bartenders.
“The Aperitivo isn’t just a symbolic ritual of Italian lifestyle, but the next big opportunity to promote our quality players worldwide” commented Federico Gordini, president of MWW Group.
“The format of the Aperitivo coincides with a market value that, in Italy alone, reached 4,5 billion euro in 2019. Even in 2020-21, with the pandemic and lockdowns, Italians did not give up their favorite ritual, rediscovering its at-home practice. And when locales opened back up for business, out-of-home sales skyrocketed again: in the summer of 2021 170 million aperitivi were sold, 15 million more than 2020. These are big numbers, and yet they aren’t even taking into consideration the second component in the formula of the Aperitivo – the food element, one of Italy’s most important and admired goods on a national and international level”.