Italian aperitivo favourite Aperol has revealed a refreshed bottle design, offering a contemporary reinterpretation of its iconic look while staying true to the brand’s heritage. The redesign, unveiled by Campari Group, marks a new chapter for the globally recognised aperitivo as it continues to evolve within modern drinking culture.
The updated bottle blends tradition and modernity, ensuring the brand remains instantly recognisable while elevating its presence across bars, terraces, and retail shelves worldwide. The redesign reflects Aperol’s long-standing association with social moments, celebrations, and the relaxed Italian ritual of aperitivo.
An Elevated Icon for a New Era
First created in 1919, Aperol has grown from a local Italian drink into a global symbol of aperitivo culture. The new bottle design highlights this legacy while introducing refined aesthetic details inspired by Italian design.
The bottle features rippled glass around the shoulder, allowing the drink’s signature vibrant orange colour to take centre stage. A more elegant silhouette, inspired by the balance and form found in Italian architecture, has also been introduced to make the bottle feel more distinctive when held or displayed.
The front label has been reduced in size to emphasise the liquid itself — a visual cue that the brand says signals joy is about to be served. On the reverse side, a transparent label offers a simple guide to preparing the perfect Aperol Spritz, reinforcing the drink’s role in bringing people together.
Rooted in Italian Tradition
Despite the visual refresh, the recipe that has defined Aperol for over a century remains unchanged. The distinctive bittersweet flavour — central to the globally loved Aperol Spritz — continues to follow the original formula created by the Luigi Barbieri and Silvio Barbieri brothers in 1919.
The new bottle also pays tribute to that heritage. An embossed Barbieri monogram now appears on each bottle, subtly highlighting the brand’s provenance and craftsmanship while honouring more than 100 years of Italian tradition.
Andrea Neri, Managing Director of House of Aperitifs at Campari Group, said the redesign reflects both the past and the future of the brand.
“This new bottle is a celebration of what has always defined Aperol. It reflects our Italian roots while bringing a more contemporary expression to an icon enjoyed around the world. Every detail has been carefully considered to enhance the Aperol experience and reaffirm the brand’s place at the heart of modern aperitivo culture.”
Rolling Out Globally in 2026
The refreshed bottle design will begin rolling out globally from March 2026 across both on-trade and off-trade channels. The redesign will also extend across other brands within Campari Group’s portfolio, including Campari, Courvoisier, Wild Turkey, and Espolòn Tequila.
Official website: https://www.aperol.com
As Aperol continues to expand its global reach, the updated bottle aims to strengthen its visual identity while celebrating the Italian lifestyle that has made the drink a staple of terraces and social gatherings around the world.
