BRAND HERITAGE Turning (Almost) 100 BRAND HERITAGE P. 2

TURNING (ALMOST) 100 A Century of Milestones

1912 It can be said that Aperol is the perfect result of seven hough nobody The Barbieri family’s years’ hard work, experimentation and dedication T knew it at the time, success appeared to from the Barbieri brothers, Luigi and Silvio, who approximately 100 years have taken off, but the inherited a liqueur company from their father, after its inception in company’s brilliant ascent 1919, Aperol would have was interrupted in the Giuseppe, in 1912. grown to become one 1940s when Padua was of the best-loved drinks heavily bombed during in and beyond; the World War Two; it wasn’t light and orange apéritif until 1946 that recovery par excellence. began once again and this difficult period was Back in 1919, the city of cast in history. Padua hosted the first trade fair in Italy after Their old factories may undergoing a full economic have been bombed, but revival following World this in no way demoralised War One. It represented the family, who began such a milestone that Luigi rebuilding new premises, and Silvio Barbieri, chose opting for machinery that this monumental event to was modern, innovative unveil their latest product and above all, capable of to the public for the very handling the ever-increasing first time. Aperol, an apéritif demand for their products, with a simple yet effective whilst also guaranteeing the name, was born. ‘freshly’ made production of Aperol. Aperol was to be one of the first successes for the Successful years Barbieri liqueur industry, followed, and after which had already earned the death of the two a special place in the individuals responsible hearts of connoisseurs for driving Aperol’s with OVOS, an - success, everything was based liqueur, typical of the passed into the hands of area surrounding Padua. their heirs; continuing the The years that followed heartening and uplifting saw one success after story which contributed another, which allowed the to Aperol becoming Barbieri brothers’ small one of the Italy’s most laboratory to expand at a cherished drinks. fast pace until it became a modern business. Poster for the annoucement of the Padua Trade Fair BRAND HERITAGE P. 3

A magical alchemy of distillation unmistakeable to the eye and the palate alike, Aperol’s uniqueness is characterised by its bright and lively orange hue and perfectly bittersweet flavour, which results from its highly secret recipe which has remained unaltered since its inception. A revolutionary drink, Aperol has always been adept at predicting, interpreting and adapting to cultural and social changes whilst remaining loyal to its bright, lively spirit from the day it first launched, in 1919, to the present day, almost a century later.

Aperol Ovos Factory - Women breaking the eggs.

Aperol Ovos Factory. BRAND HERITAGE P. 4

HISTORIC MILESTONES

1919 The Italian apéritif is born.Aperol is created in t was Silvio Barbieri alcohol, Aperol is light but 1919 by brothers, Luigi and Silvio Barbieri, who, it Iwho coined the name with a rich taste, derived is said spent seven years in research and development, ‘Aperol’, having taken from the infused mix of before presenting their creation for the first time at inspiration from the high-quality herbs and the Trade Fair in Padua, Italy. French term for apéritif, roots that characterise its ‘Apéro’, which he unique sweet flavour, as discovered while visiting one of Italy’s best-loved France. With just 11%1 alcoholic drinks.

1*15 % alcohol for the French and German markets

1920

In 1920, the first advertising posters appeared both in and outside of bars. It is within these works that the iconic orange hue became Aperol’s distinctive colour signature.

1920 Aperol Poster. BRAND HERITAGE P. 5

HISTORIC MILESTONES

1930 Aperol for athletes and women. Thanks to its rich, pleasant taste and above all, its low alcohol content - an element of its success which should not be overlooked - Aperol performed well in a market dominated by drinks with a high-alcohol content, consequently becoming one of the most popular drinks among women and athletes. This unique claim allowed Aperol to convey a message in line with the communication style and language at that time.

Fashions come and go…but… Aperol always remains everyone’s favourite aperitif.

Historical image of Aperol advertising on a tram in Milan.

t is also believed that was president of Calcio I Silvio Barbieri, heir to Padova2. During this Giuseppe Barbieri, the prosperous timeframe, company’s founder, had, the football team among other things, a managed to win a place passion for sport. In fact, in the Serie A (the Italian during the 1928-1930 first league). season, the young Silvio

2 Biancoscudo, a hundred years of Calcio Padova, by Massimo Candotti and Carlo Della Mea - EditVallardi 2009

1931, Carlo Pandolfi, aka Piquillo. BRAND HERITAGE P. 6

HISTORIC MILESTONES

1950 1960 Aperol Spritz. To date, we have no certain idea of Carosello advert “Ah, Aperol!” The Aperol brand when the “spritz” was actually created. What we do took off with the launch of an advertising campaign know for certain, is that it was initially colourless on Carosello, a TV format that combined comedy in its appearance, before being splashed with Aperol sketches with advertising jingles, as an unmissable to acquire the typical orange colour that made the evening event for thousands of Italians in the 1960s. drink and serve famous.

e also know that from the Austrian-German perol became a Buazzelli, who clapped his Wit was during the word ‘spritzen’, which A part of the collective hand on his forehead and 1950s when the recipe, means “to spray” - exactly imagination of viewers exclaimed “Ah, Aperol!”, as we know it today, took the gesture of watering and the historical advert soon became an Italian shape, comprising three down the drink with “Ah Aperol”, featuring the legend as the exclamation parts D.O.C., two carbonated soda water. great Italian actor, Tino went viral. parts Aperol and one part soda water. We presume Despite having always its origins lie in the ‘Venetian been popular in Italy’s Spritz’; created as a region, it wasn’t in the 1920s and inspired until 2000 that this by the widespread 19th process of spritzing century tendency among became more widespread soldiers in the Austrian in Northern Italy and empire to water down the later, on the world stage, high alcohol content of earning a Venetian with a touch of place on the International seltzer or carbonated water. Bartender Association’s list (IBA). In this particular case the term ‘spritz’ seems to derive

Aperol Buazzelli. BRAND HERITAGE P. 7

HISTORIC MILESTONES

1967 1980 Aperol moves to Arcobaleno. Following the “I Drink Aperol, What About You” - the huge success of Carosello and considering the high revolutionary advert. Come 1980, Aperol had demand for the few advertising slots available taken on a much more revolutionary, on the programme, on 15th November 1967, and international approach to its style of Aperol had its on-air debut with Arcobaleno, the advertising. Italians lost their heads over Holly advertising space that preceded the Italian evening Higgins; the beautiful star of the brand’s latest TV news. It achieved extraordinary penetration, advert, who lifted her miniskirt to climb on to a entering Italian homes precisely at apéritif time, motorbike while on her way to meet friends in a adding great brand relevance. Miami bar, before proclaiming the famous slogan: “I drink Aperol, what about you?”

Aperol Spritz in a bacaro in . BRAND HERITAGE P. 8

HISTORIC MILESTONES

1990 Lorenzo Mattotti – Aperol and art. From shapes attotti created five highly personalised trait, to colours and lettering, nothing is left to chance on M pieces of work, consisting of evocative an Aperol bottle; a concentration of style and a true each depicting different atmospheres inspired by artistic icon for industry collectors and connoisseurs scenes of men and the languages of European women sipping Aperol, and twentieth century alike. The intrinsic link between aesthetics and using his minimalist, art - the perfect context in Aperol was effervescent from the outset. In the unmistakeable style while which to introduce Aperol, 1990s, Lorenzo Mattotti, an artist from Brescia, simultaneously being highlighting its appeal as celebrated the brand’s natural connection with the extremely evocative. His a fresh, contemporary world of art by creating a series of artistic posters; a works were inspired by the drink; always modern and pure expression of the pleasure of drinking Aperol. canvases of José Muñoz abreast with the times. and Carlos Sampayo, and they bore Mattotti’s

“Shapes, colours, lettering and style, nothing is left to chance on the Aperol bottle: a concentration of art deco style as well as a true artistic icon for industry collectors and connoisseurs”

Lorenzo Mattotti. BRAND HERITAGE P. 9

HISTORIC MILESTONES

2003 2005 Gruppo . 2003 saw Gruppo Campari The Phenomenon “Happy Spritz, Happy acquire the Aperol brand following their takeover of Aperol!” reaches Italy. Aperol Spritz, the trendy Barbero 1891. Aperol is boosted by further growth, apéritif synonymous with fun and a desire to be thanks in majority to the popularity of Aperol Spritz. together, becomes the company’s focal communication point. An advert featuring a model strutting along a catwalk of bar tables to serve Aperol Spritz debuts, with the final closing line, “Happy Spritz, Happy Aperol!” focusing on the highly popular spritz, which is by this time, inextricably linked to Aperol.

Aperol Spritz.

BRAND HERITAGE P. 10

HISTORIC MILESTONES

2011 Aperol Spritz Home Edition Is Launched. Aperol Spritz becomes a ready-to-serve ‘home edition’; an innovative product designed to allow consumers to enjoy a perfectly blended pre-mix of the popular spritz at home, by adding just a slice of orange and a little ice. Available in Austria and Belgium, Aperol Spritz Home Edition enabled the brand’s liveliness to penetrate the homes of millions of consumers.

In 2011, during the International Bartender Association (IBA) annual conference in Warsaw, the Spritz Veneziano was added to the list of O cial Drinks. e IBA O cial Drinks includes a list of which are selected by the association as the most notable and frequently-made cocktails by professional bartenders around the world. Spritz Veneziano, of course, features Aperol among its key ingredients. BRAND HERITAGE P. 11

HISTORIC MILESTONES

2012 Guinness World Record: Aperol Spritz! Happy he modern drink whether relaxing Record! On 29th June 2012, Aperol Spritz paid T phenomenon and with friends, having a homage to its adopted city, Venice, and the many the story of Aperol drink before a meal or admirers of the well-known apéritif, by setting the has reached global as an apéritif with light status as consumers food. Sunny and full of first “Aperol Spritz! Happy Record!” 2,600 people came all over the world enjoy vitality, the unique Aperol together in St. Mark’s Square, Venice, to simultaneously Aperol Spritz. A lively taste is deliciously toast with a glass of Aperol Spritz, establishing a new drink that evokes the Italian but with a totally Guinness World Record for “the largest Aperol Spritz Italian lifestyle; its international appeal. toast in the world”. Those present took part in this low alcohol content, great, social event with enthusiasm, making history refreshing flavour and bright orange colour while enjoying their perfect apéritif. make it the perfect

Aperol Spritz is now a global phenomenon to be continued...

St. Mark’s Square, Venice. BRAND HERITAGE P. 12

TRADITION MEETS MODERNITY

From its launch, Aperol has stood out thanks to its he colour code on label, for those in lively, orange colour and the inimitable bittersweet T the label has also the know, is the 11° taste that makes it unique and the epitome of remained consistent. inclination of the logo - Combined, these reflecting the percentage Italian apéritifs.With a recipe that has remained elements have lasted of alcohol content unaltered since its inception, the Aperol bottle takes over time to become contained within this inspiration from the decorative style and shapes that emblematic of a drink, magical alchemy of characterised the Art Deco period. Late 19th and early which, over 100 years of distillation. 20th century design and architecture, which includes history, has managed to meet and adapt to the depictions of leaves and flowers using sinuous lines are needs of its consumers. also a huge influence. The typical kink on the top of the bottle linking the long neck with the rounded shoulders, A curious fact - one results in a strong ascending architectural effect, while distinctive sign which the Aperol logotype reveals a lively natural attitude can be seen on the contributing to an overall fresh and light-hearted feeling.

50s 70s 80s 90s TODAY

The journey of the Aperol bottle. BRAND HERITAGE P. 13

APEROL SPRITZ, BÀCARO AND CICCHETTI A Cultural Phenomenon

Today Aperol Spritz is one of the most widely consumed is carbonated during introduced the drink to a cocktails in the world, having become a true, bottling; the in soda new clientele, including cultural phenomenon. water is added via a small Austrian noble women in gas cylinder connected to search of a light drink with the bottle. Thanks to soda a hint of glamour, thanks water, which originated to its presentation. The in the city of Seltzers, idea of linking Aperol home to a mineral water to this tradition came ight, fizzy and not get used to the strong rich in carbon dioxide, about in the 1920s and L refreshing, Aperol Spritz Venetian wines compared to it was possible to make 1930s between Padua was recognised by the the levels of alcohol to which a spritz fizzy even when and Venice. International Bartender they were accustomed to. mixed with still, reposing Association (IBA) For this reason, local hosts wines. This evolution during their 2011 annual were requested to spray a congress in Warsaw, with little water into the to the jury of experts adding make it lighter. If the origin of Spritz Veneziano, which is the word ‘spritz’ is Austrian, prepared with Aperol, to its the tendency to mix wine Official Drinks category, with water was a typically which includes the most Venetian tradition preceding famous cocktails served by the arrival of the Austrians. professional barman around Some claim that it dates the world. back to medieval times; others consider it to stem The name ‘Veneziano’ from the Roman era while is linked to the origin of there are also those who the ‘spritz’ itself. It seems claim the tradition coincides that the term came into with the invention of wine by use during the Austrian the Paleo Veneto people. occupation of Veneto in the 19th century. The origin An initial evolution of of the name can, in fact, the spritz came about be traced to the German in the 1900s, when soda verb ‘spritzen’, “to spray”, water siphons became which reflects the gesture popular. Soda water, by of adding water to wine. definition, is very fizzy water Soldiers, traders, diplomats which blends well in the and workers from the preparation of cocktails. Hapsburg Empire who were Unlike fizzy mineral allocated to Veneto, could water, in which the liquid Aperol Spritz in Venice. BRAND HERITAGE P. 14

become enjoyed around who arrange to meet there alcohol content, its light fizzy the world. for a ‘ciccheto’ before lunch and refreshing taste and its or dinner. Ciccheto derives lively, orange colour make Aperol Spritz became from ‘ciccus’ which is a it an ideal drink for enjoying incredibly popular and Latin term for “a very small with friends, before a meal or from the 1970s onwards, quantity” - the type of snack at apéritif hour. Aperol Spritz as the most well-liked to enjoy before lunch or has an unmistakeable and and consumed drink dinner in the company of pleasant flavour of Italy while, in Venetian bars; the so close friends. Any tourist at the same time, boasting called bàcari. Preservers worth their salt must drop an international appeal With its original recipe of local culinary tradition, into a bàcari, to enjoy their which makes it a cult apéritif, consisting of three parts the bàcari are the epitome own experience in the shade even abroad. In Slovenia Prosecco D.O.C, two of the ‘Venetian way of life’, of St. Mark’s Basilica. and Croatia, both countries parts Aperol and one which professes the culture with strong traditional ties to part soda, Aperol Spritz of staying together, enjoying Originating in Veneto, the Venetian culture, apéritif time would become strongly good food and sipping an culture of Aperol Spritz - a time for social drinking - is rooted in Venetian culture, apéritif. The bàcari are well has spread throughout synonymous with while also growing to known to local Venetians Italy, and beyond. Its low Aperol Spritz.

A curious fact: Aperol Spritz’ fame has stretched across the ocean to proliferate the big screens of Hollywood, with Robert De Niro having sipped one during a scene from the film, Meet the Fockers, with Dustin Hoffman3, who plays the son-in-law’s father in the light-hearted comedy.

3 Source: http://www.terrazzaaperol.it/it/aperitivo/ BRAND HERITAGE P. 15

BÀCARO AND CICCHETTI Places Of Excellence And Food Combinations

Bàcaro When we talk about bàcari we refer to typical Venetian haunts which differ from everyday taverns in the way in which snacks and food are served, their presentation and for the size of their interiors. A bàcaro tends to be small, with only a few places to sit, featuring counters with high stools and cabinets to display food. This food is known as ‘cicchetti’ and is generally sold individually, with customers compiling their own plate with different varieties of extravagant tasting portions.

ourists tend to visit for lunch or dinner. T the bàcari for full The cicchetto is therefore Bacaro window display. meals, while the ‘locals’ inextricably linked with use them mostly as a the moment of drinking; in meeting place for a drink, particular, at the outset, it or as a stop off point was linked to a ‘shadow’ on a tour of different or rather, a glass of places during an evening wine. This terminology dedicated to enjoyment appears to take its name and fine drinking, where from the ancient habit of the food is solely an merchants’ placing their accompaniment (one wine stalls under the or two pieces), so shade of St. Mark’s bell as not to consume tower in Venice to keep drinks on a completely their wine fresh for their empty stomach. These customers. Even today two scenarios offer in the lagoon city, one completely different says “go for shade” when philosophies on how to talking about the custom make use of the same of snacking mid-morning. variety of cicchetti varies for example, to taste place and nowadays, greatly depending on the some salt cod, sardines both can be regarded as Today, the strongly-rooted time of year. It is often in saòr, clams, sea snails, ‘important’ and ‘special’, Venetian tradition of a a simple taste of either freshly boiled small despite the fact that glass of wine is often hot or cold fish or cured octopus (moscardini) and the bàcaro was created replaced with an Aperol meat, placed on a piece veal cartilages boiled and mainly as a destination Spritz, extending to of bread. While sipping a served in vinegar and oil. for an apéritif, rather than evening time, while the ‘shade’ it can be possible, BRAND HERITAGE P. 16

BÀCARO AND CICCHETTI Places Of Excellence And Food Combinations

The original cicchetti to pair with Aperol Spritz are:

Sardines In Saòr

Sardines marinated in a mix of gently cooked white onions with vinegar, sultanas and pine nuts, all preferably prepared at least 48 hours before being served, before being freshly fried and served in a sweet and sauce.

Sardines.

Salted Cod

Salt cod is a typically traditional Venetian recipe and a delicate, sophisticated dish. It is a true, culinary miracle which manages to transform a common fish such as cod into a tasty dish that can be served with grilled white polenta or toasted bread croutons.

Salted Cod.

Vovetto

Half a boiled egg dressed with salted anchovies.

Anchovies.

Meatballs

Meatballs (the most typical cut of meat in the region), though in Veneto they are often reinterpreted as a ball of tuna or aubergines.

Selection of Meatballs. BRAND HERITAGE P. 17

BÀCARO AND CICCHETTI Places Of Excellence And Food Combinations

Musétto (Cotechino) Sepoìne

A typical Italian delicatessen product, similar to A portion of small, grilled cuttlefish. salami but which needs to be cooked. It is usually boiled and served with slices of grilled polenta. This type of cicchetto is generally served during autumn.

Spiénsa Masanéte

Beef spleen boiled and cut into thin slices. A small, tender boiled octopus.

Folpetti

A small, tender boiled octopus.

Octopus.

Moéche

Local Veneto crab (commonly known as Carcinus maenas or ‘Carcinus Mediterraneus’) which, when it reaches its maximum period of moulting, remains without a shell for a few hours before it starts becoming increasingly hard. Moéche are generally fried and can be found only on certain days during spring and autumn. Moéche.

Artichoke Hearts

Steamed artichokes, dressed with garlic and parsley. This type of cicchetto is generally served during spring.

Artichokes. Enjoy Aperol Responsibly