First World Aperitivo Day draws to a successful close

The first World Aperitivo Day, a new initiative designed to promote the iconic Italian ritual of the aperitivo, took place on 26 May at a lively event featuring tastings, masterclasses and live entertainment.

“May 26th 2022 should be remembered as the start of a new chapter in the history of the Aperitivo – said Federico Gordini, president of MWW Group – The Italian system has finally decided to co-create a series of shared rules that will allow our way of enjoying and experiencing this typically Italian ritual to be exported across major international markets. The Aperitivo is one of the greatest opportunities for the agri-food sector in coming decades, an opportunity that must be managed through a systematic project that activates a large-scale plan of international activities and an array of actions that combine live events with communication, capable of intersecting current needs of Italian and international consumers through the Aperitivo”.

At the event, a Manifesto of the Aperitivo was signed, featuring the following 10 points:

1. The Aperitivo is an original ritual of the Italian tradition that combines a beverage with a food product or culinary concoction;
2. The Aperitivo can be practiced at two different times of the day, both at home and in catering venues: before lunch and before dinner, without it being a substitute for either meal;
3. To uphold the Italian spirit of this tasty custom, the Aperitivo must be at least 50% Made in Italy – that is, at least half of the ingredients used in the pairing must be produced in Italy and their origin must be guaranteed throughout their production chain;
4. The pairing between beverage and food – which should allow room for creative expression – must enhance the ingredients and transform the action of tasting into an experience, eliciting the opportunity to tell the story of the products employed;
5. The quality of an Aperitivo is not measured in terms of the quantity of drink or food presented, but rather by the quality of the pairing and of the individual elements of the composition, which act as a guarantee for the consumer;
6. The Aperitivo offers an opportunity for the world of Italian beverage, food and culinary traditions to encounter its international counterparts, favoring the best international culinary practices such as the Mediterranean Diet;
7. The Aperitivo provides an opportunity to practice sustainable choices, both with regard to the instruments and techniques involved, and to the use of seasonal products and/or products made by companies with a reported attention for sustainability in terms of their production methods, of the environment and of social responsibility
8. An essential role in spreading and revealing the value of the Aperitivo is played by catering venues and professionals, whose work should uphold the principles of hospitality, quality, typicality and creativity that characterize Italian tradition;
9. The Aperitivo provides a convivial setting for the encounter with other fields of culture – from music to design, from art to fashion;
10. The Aperitivo is an instrument for building awareness of the Italian lifestyle, enabling new opportunities for the consumption of Italian-made products across international markets.

“The Manifesto signed today aims to promote Italian-made Food & Beverage ingredients and Italy’s vast culinary and cultural heritage, which is made up of so many unique, quality products. The aperitivo – stated the Undersecretary of Agriculture, Food and Forestry Gian Marco Centinaio – is a shared experience that is particularly beloved by Italians and representative of our lifestyle. A ritual that was surely missed during the pandemic, and which can now foster new opportunities to spread awareness of Italian products both locally and abroad”.

World Aperitivo Day is also part of an ongoing celebration on social media using the hashtag WordAperitivoDay, where people are invited to share their own ideal Aperitivo.

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