Laperitif has always been an integral part of Italian gastronomic tradition. In addition to introducing dinner, it represents a real one moment of sharing and feel good together. At the end of the day, after work, it is that moment that kicks off the evening and favors the exchange of chatter, smiles and snacks. All accompanied by a good drink, without exaggerating.
Always inclusive, the aperitif has no age or gender, rather it is the inevitable excuse to meet and arrange an appointment, often for something more than a simple coffee when you want to meet a person of interest. The aperitif is so rooted in tradition that even during the pandemic period, this “ceremonial” was never lacking in Italian homes, even if in videoconference.
World Aperitif Day 2022
And this year for the first time we celebrate the World Aperitif Day in Milan, the capital of the aperitif, next May 26th. A real one will be signed for the occasion Aperitif Manifestowith the aim of identifying the founding values of this ritual, including the protection of the originality of Made in Italy and the enhancement of the food and wine heritage. The event, to be held with a event open to the public at the Feltrinelli Foundation, in via Pasubio 5, is conceived by MWW Group, the group founded by Federico Gordini who in the last 12 years has created some of the most important and innovative formats dedicated to the enhancement of the Italian food and wine heritage, from Milan Food Week to Milan Wine Week, from Bottiglie Aperte to Vivite.
«The aperitif is not only a ritual-symbol of the Italian lifestyle, but the next great occasion of promotion of our excellence worldwide – explained Federico Gordini, president of MWW Group – Aperitif is a format that corresponds to a market value that in Italy alone reached 4.5 billion euros in 2019. And also in 2020-21, with the pandemic and the closures, the Italians did not want to give up this ritual, which rediscovered the domestic dimension with a boom in consumption within the walls of the house. With the reopening, consumption outside the home also returned to grow: in the summer of 2021 it was 170 million aperitifs drunk“. The Italian aperitif should therefore be valued as a great attraction for abroad.
The aperitif is also gourmet
And the aperitif also becomes an opportunity to enjoy gastronomic delights, a combination of cocktails of the highest mixology goes with starred cuisine. We asked some Milanese chefs what they think of this combination.
«The aperitif – he says Andrea Berton, starred chef of the Berton Milano Restaurant – has always been part of the Italian gastronomic tradition. It is a symbol of sharing, of being well together, but above all it is the inevitable ritual that precedes dinner ».
«It’s always time for an aperitif. Between breakfast and dinner the symbol of sharing par excellence. We need to free ourselves from the concept of aperitif and give prominence to the real Italian aperitif »- he adds Daniel Canzianchef of the DanielCanzian Ristorante.
In the end Viviana Varese, chef of the Viva Restaurant comments «the aperitif is sharing, it is an opportunity for exchange, it is the welcome of the evening. It is a beginning, it is friendship in Milan. It is a snack to accompany your favorite drink ».
With the hashtag #WorldAperitivoDaythe public is invited to tell their own interpretation of the ideal aperitif. And a few days after the World Cocktail Daylast May 13, here is another great opportunity to toast responsibly.
Aperitif and Cinema
One of the historical protagonists of the “Milanese” aperitif, Campari, in its first year as an official partner of Cannes Film Festival celebrated with a special event on Saturday 21 May, thus bringing its Red Passion to the 75th edition of one of the most important cinema events in the world. Guests on the Croisette found themselves catapulted into the Camparino in the Gallery, the historic bar opened by Davide Campari in the Galleria Vittorio Emanuele II in Milan in 1915which today occupies the 27th place in the World’s 50 Best Bars 2021 ranking.
To celebrate the first year of official partnership, a unique cocktail was created, served exclusively during the Cannes Film Festival: the Red Carpet – Cannes Editioncombination of Campari with Tequila Espolòn Blanco, Vermouth Cinzano Bianco, Rum Wray & Nephew Overproof, Sherry Fino infused with seaweed, salt syrup, bitter orange and cedar essence – all garnished with orange zest.
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