World Aperitivo Day: The Italian Aperitivo Manifesto is born
The 10 Commandments of the Aperitivo. MWW Group presents the fundamental principles of the ritual that symbolizes Italianness.
The Italian aperitivo as a ritual symbol of our tradition and identity: this was the central theme of the first edition of World Aperitivo Day, narrated by numerous voices in contemporary gastronomy and beverage, which took place on May 26th at the Feltrinelli Foundation.
The project, conceived by MWW Group, dedicated the event to one of Italy's oldest and most iconic rituals, culminating in the drafting of the Aperitivo Manifesto, a veritable handbook of the cult of the aperitivo. The morning featured the Aperitivo Talk, in which chefs and industry experts shared their experiences, theory, and practice of the ritual. Chef Ambassadors Andrea Berton, Daniel Canzian, and Viviana Varese, along with Maddalena Fossati, Andrea Grignaffini, Michela Proietti, and many others, shared their personal stories and anecdotes on the topic.
Finally, the key moment of the day was when representatives of institutions and organizations drew up the 10 founding principles of the Aperitivo, laying the foundations for a Festival planned for 2023 that will make Milan the center of an international project.
Two aperitifs, one before lunch and one before dinner, brightened the day with a packed program of meetings and tastings. Many names in the food and beverage industry offered classic and innovative pairings, including creations by top chefs and bartenders and pairings developed by sommeliers and gastronomes.
Supporting the initiative, under the patronage of the Ministry of Foreign Affairs and International Cooperation (MAECI) and the Italian Trade Agency (ICE), are institutional bodies such as the Ministry of Agricultural, Food and Forestry Policies, Federdoc; Coldiretti; FIPE; Confagricoltura; the Turin Vermouth Consortium, SANA-Bologna Fiere, and Slow Food, as well as the project's main sponsors, Carrefour and Candy.