Beverage

Summer, the aperitif business driven by soft drinks: worth 4.5 billion in Italy

GenZ effect: 61% of consumers have opted for a non-alcoholic aperitif in the last three months

22 July 2025

3' min read

The aperitif market in Italy continues to prove to be a solid and growing sector, but also one that is changing towards a complete gastronomic experience, where food becomes a protagonist on a par with the drink.

According to data from the Cga by Niq research presented at World Aperitivo Day, the aperitif business is worth 4.5 billion euro in Italy, highlighting how this ritual now represents much more than just a social habit.

The analysis of domestic consumption reveals interesting numbers: in the large-scale retail trade, classic aperitifs and Vermouth achieve a turnover of EUR 200 million, respectively decreasing by 0.5% and 5.2% compared to 2024. Offsetting this decline were sparkling wines, gin and ready-to-drink, which grew by 4.2% in value to EUR 813 million. The growth of the no and low alcohol segment, however, is the most significant market trend. 61% of consumers have opted for a non-alcoholic aperitif in the last three months, with 15% doing so exclusively. This paradigm shift is driving companies to invest in innovative propositions: there is an expansion of the beverage offering towards 0% alcohol beers and wines, mocktails (a non-alcoholic drink that imitates the look and taste of a traditional cocktail, without the use of alcohol, ed.) and non-alcoholic or low-alcohol ready-to-drinks, all proposals that are particularly popular among Gen Z..

Even from the point of view of the end consumer, a picture emerges of consolidated loyalty to this all-Italian ritual: 37% of the population has consumed at least one aperitif in the last three months, with a growth of one percentage point compared to 2023. One in two (51%) buys products worth more than 50 euros a year for the home-made aperitif, confirming the emergence of an increasingly attentive and sophisticated consumer category. This trend translates into a more demanding demand in terms of quality, paying attention to 0 km, PDO certifications, enhancement of the territory and care in the preparation that starts with the raw materials.

The aperitif-food combination, above all, proves indispensable for 85% of consumers, with 31% considering it very important. A figure that opens up interesting prospects for the food industry, since 81% of respondents say they are willing to pay a premium for premium food options, with 45% willing to spend up to 5 euros more and 44% an additional 5 to 10 euros.

It is therefore no coincidence that more and more food companies are developing dedicated lines for this segment. Citterio has launched a proposal of Italian tapas, reinterpreting the Spanish tradition with local cured meats such as prosciutto crudo, salame Milano and bresaola della Valtellina. Martelli also launched two specialities, perfect to enjoy with a glass of bubbly: Mortadella al Parmigiano Reggiano and Mortadella al Tartufo. Finally, Veroni has dedicated a new social campaign to the aperitif, inspired by the most cosmopolitan urban cocktails and chopping boards that celebrate Made in Italy traditions and typicality. The campaign follows the "la Sostanza dell'Aperitivo" project, which aims to position the brand as a reference point for high quality aperitifs.

In the baked goods segment, Lanterna di Vandemoortele Professional is focusing on focaccias, pizzas and savouries designed specifically for pairing with cocktails. The Genoese company is also investing in the training of operators through master classes dedicated to the art of the gourmet aperitif, highlighting how food is acquiring an increasingly strategic role in defining the overall aperitif experience.

The future of the market seems to be heading in three main directions: lightness, with the expansion of the no and low-alcohol segment; certified quality, with greater attention to territorial and sustainable ingredients; and premium coupling, which enhances the overall gastronomic experience, creating new business opportunities for the entire Italian food chain.