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World Aperitivo Day to debut on May 26

A global day celebrating the Italian tradition of pre-meal drink has been marked in the calendar for Thursday May 26.

The online campaign (under #WorldAperitivoDay) will be run in conjunction with a live event in Milan where the “Manifesto of the Aperitivo” will be presented to the world. The document, developed by leading drinks experts, will define the original Italian aperitivo, and offer commandments concerning what sets the aperitivo apart from the apéritif.

The critical factor is that it is only an Aperitivo if at least half of it has been made in Italy. This leaves room for international influence and experimentation. The full criteria will be shared on social media to the @aperitivofestival page.

The tradition of a drink to ready the stomach before lunch or dinner has been part of life in the Apennine Peninsula for millenia, but the day will mark the first worldwide celebration of it. Federico Gordini, president of MWW Group, the team behind the campaign, said that the Aperitivo “is an identifying part of the Italian lifestyle.”

He continues: “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”.

Chefs, mixologists and sommeliers will be lending their expertise on how to make the most of the ritual, including exploring food pairings.

World Aperitivo Day will also offer a taste of next year’s Aperitivo Festival, set to take place internationally (including the UK) in May 2023.

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