Retailing Aperitivo
Ancient tradition meets modernity Seamus May explores how retailers can harness the timeless stories and techniques of aperitifs to connect with drinkers.
Three top tips for winter
Aperitifs and amari have always possessed
“Aperitivo is deeply ingrained in Italian social
a sense of old world mystique, and
culture – an excuse to meet friends before a meal,
1. Offer bundles to make
recent trends have breathed new life into
as well as a time to wind down in the evening
the occasion more
the category.
with a refreshing drink after a day at work.
straightforward
An emphasis on authenticity and the renewed
“This shared experience that remains the
popularity of classic cocktails means that the
spirit of aperitivo occasions is what should
offering special discounts or
secret recipes and storied histories of aperitifs
be continually shared and celebrated among
offers on bundles of winter
have added commercial value for retailers.
consumers around the world.”
aperitivo cocktail ingredients.
Similarly, Mungo Gilchrist, CEO of Spirits
Aperitivo: an opportunity ‘opens’
Platform (which imports brands like Villa
Traditionally, many of the brands in the
Massa, Select Spritz, Disaronno and Amaro
aperitif category have been enjoyed during the
Montenegro), believes that “Australians are great
aperitivo occasion, which takes its name from
world travellers and, having experienced the
the Latin word ‘aperire’, meaning ‘to open’, as
aperitivo on their European vacations, it’s natural
these drinks were said to open the appetite and
to want to replicate their aperitivo experience
prepare the body for a meal.
back home.”
Maja Cunningham, Marketing Assistant
Gilchrist also said Google Trends data
at Beam Suntory (distributor of Galliano),
indicates an increasing interest in the aperitivo
outlined how aperitifs, and particularly the
occasion over the last five years.
aperitivo pre-dinner occasion, are resonating more than ever with drinkers.
Within the aperitif category, Campari is undoubtedly one of the most well known,
Multiple brands recommended
Pairing with vermouth or Prosecco is an easy option. 2. Use the resources available As Gilchrist said: “Liquor retailers can tap into their supplier’s resources, such as their brand ambassadors who offer tailored training. Their websites are full of cocktail recipe ideas and specific product information.” 3. Menus, recipes and displays Several brands recommended
“Aperitivo culture has become more widely
producing both its eponymous bitter liqueur, as
appreciated – now a prevalent drinking
well as Aperol, among the most popular liquor
menus and point-of-sale displays.
occasion among both traditional and western
brands of the 21st century. For Marketing
It’s a well-worn tactic, but one
culture across the globe,” Cunningham said.
Director, Paolo Marinoni, it’s the focus on
that continues to get results.
30 | National Liquor News
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