The essence of aperitivo culture is wending its way into sampling experiences, offering attendees a slice of the beloved Italian social ritual of gathering for light, pre-dinner drinks and bites, and unhurried conversation, within vibrant branded settings.
And a host of consumer behaviors and appetites is feeding the trend, from the rising popularity of early-evening gatherings, to the polished, share-worthy footprints, to a desire for slow-paced rituals, to an uptick in consumption moderation. Grab your favorite spritz and join us in the piazza.
SARTI
When Campari Group debuted its Sarti brand in the U.S. last month, it marked the company’s largest-ever investment in an aperitivo launch. And to celebrate the Stateside unveiling, Sarti produced a consumer activation in New York City, followed by a similar program in San Diego.
In addition to dropping oversized pink luggage trunks in two boroughs and setting sail on a pink boat, the brand made waves in NYC with an official launch event in the Meatpacking District featuring plenty of samples, live dj sets, a charm bar, a patch station for apparel customization, a live podcast recording and a photo booth.
And Sarti’s twist on aperitivo culture was at the foundation of the experience.
As Campari Group’s experiential manager put it in an Instagram tour of the activation: “What was important is that we made a space that guests would be excited to come to, they would want to gather, make a memory with a friend, and of course, share a Sarti spritz. That’s really core to the culture of Italian aperitivo, this idea of connecting and enjoying time with one another, but of course with our Sarti spin.”
PERONI
Shoppers passing through Covent Garden over the spring got a sip of la dolce vita with “Il Fresco di Peroni,” an Italian Renaissance-inspired art installation and optical illusion… that literally served half pints of lager.
The activation was inspired by research that showed that aperitivo culture has been trending in restaurants and bars across the UK, and the Italian beer brand jumped at the chance to bring the occasion to Londoners.
Peroni’s “The Creation of Aperitivo” 3D artwork gave consumers a chance to “sit at the table” within the hand-painted installation for a highly shareable live aperitivo moment that included enjoying a free half pint of beer, poured directly from the installation.
It was also a subtle nod to the cultural shift in which Brits are opting for early-evening social occasions over late-night outings.
PRINGLES
Unexpected as it may seem to find Pringles activating during Milan Design Week, such was the case at the 2026 event, where the brand offered a playful spin on aperitivo culture with the Pringles Aperihouse.
The space functioned as a lively hub that offered dj sets, interactive group challenges and places to socialize. Plus, during classic aperitivo hours, from 5 to 9 p.m., the Aperihouse served custom bites, with attendees encouraged to experiment with different Pringles flavors paired with finger foods, and classic aperitifs.
APEROL
The Aperol spritz is the quintessential Italian aperitif, and the brand has naturally been leaning into aperitivo-themed strategies, particularly in the festival space. At Coachella 2026, the Aperol Day Club featured a revolving door of activities, along with live dj sets.
And Aperol anchored the entire strategy in its “Be the Moment” campaign messaging that celebrates “small, joyful pauses” and connection with others. In that spirit, the brand crafted a dynamic daytime programming strategy that not only facilitated those mini moments of joy, but was designed to drive, and reward, repeat visits.
We’ll drink to that.
The Trend of the Week is coproduced with the support of Pinnacle.
