Aperol: the story of the orange phenomenon that changed aperitivo culture
What is Aperol? How was it created and who invented it? Can I make it myself at home? We will tell you everything you need to know!
When you say Aperol, many people imagine the setting sun, a terrace, a glass of ice and a frosted bottle or two to complement the evening atmosphere. But there is much more behind this iconic orange liqueur: decades of innovation, marketing, Italian culture, and craftsmanship. Here's a detailed look at how Aperol became what it is today.
The birth of Aperol: the Barbieri brothers, Padua, and seven years of experimentation
Aperol was created in 1919 by two brothers, Luigi and Silvio Barbieri, in the city of Padua in northern Italy. This wasn't their first attempt — they had been experimenting with new recipes and ingredients since 1912 until they arrived at the version that became Aperol.
The goal was clear: a new aperitif that wasn't as strong as the other bitter liqueurs of the time. They wanted something lighter, fresher, more refreshing, capable of stimulating the appetite rather than completely killing it. The result was a liqueur with an alcohol content of 11 % ABV — which is very mild compared to most bitter liqueurs.
What ingredients are hidden behind the taste of Aperol
The exact recipe is still kept secret, but it is known that Aperol contains a mixture of sweet and bitter orange, rhubarb, gentian, quinine, and other herbs and roots, which give the liqueur its characteristic bittersweet taste and aromatic profile.
The color and appearance—a bright orange color—are also important elements of the brand. This color has become the visual trademark of Aperol, recognizable at first glance.
The evolution of popularity: from regional entertainment to global cult
Although Aperol was created in 1919, its real explosion in popularity began after World War II. After the war, spirits were high in Italy, social life returned to terraces and bars, and with it grew the culture of aperitifs – Aperol was exactly the type of drink that fit the bill: light, fresh, and sociable.
A major milestone came in the 1950s and 1960s when it was combined with the idea of Spritz (wine + soda) in the Veneto region and surrounding areas, leading to the establishment of Aperol Spritz as the standard drink for afternoon and evening gatherings. Advertising also intensified – Aperol began to be presented on television, in bars, and on summer terraces as a symbol of well-being, color, and socializing.
Ownership and international expansion
Aperol originally belonged to the Barbieri family. In 1991, the Fratelli Barbieri brand was sold, and later, in December 2003, Aperol became part of the Campari group. From that moment on, the brand began to expand more intensively – into Germany, Austria, France, the USA, and other countries, while retaining its Italian identity but adapting its marketing to each market.
What makes Aperol special – characteristics, profiles, culture
Low alcohol content (11% ABV) makes Aperol accessible even to those who do not want a strong drink. This has allowed it to become a "light" aperitif, suitable for hot days, for example, as a prelude to the evening.
Balanced bitterness and sweetness – Aperol is not completely sweet, but neither is it harshly bitter. Its bitterness is subtle, rather subtle, and complemented by citrus, herbs, and roots. This allows even people who do not have much experience with bitter liqueurs to drink it.
Spritz as a cultural phenomenon – Aperol Spritz (Prosecco + Aperol + soda/water + ice + orange slice) has become almost synonymous with Italian summer evenings, terraces, and friendly visits. Never before has a drink had such a visual identity (orange color, bubbles, large glass), and marketing has perfectly captured this aesthetic.
Marketing moves – The Campari Group has made several smart moves: branded glasses and other accessories, campaigns focused on outdoor seating, festivals, sunshine, and a fresh lifestyle. The orange color of the bottles and labels, visuals with people on terraces or by the pool – all this helped Aperol become not only a drink, but also a symbol of fashion and experience.
Interesting facts you may not know
Origin of the name – the word "Aperol" is derived from the French apéro, a slang term for aperitif. The Barbieri brothers thought this was an apt name.
The right intensity: Aperol has the same sugar content as Campari (according to some sources), but is significantly less bitter. This distinguishes its flavor profile.
Advertising and culture – Aperol was one of the first Italian brands to break through with TV commercials in the 1950s and 1960s, and its association with "Spritz" catapulted it from a local phenomenon to an internationally recognized symbol.
Trends and modern lifestyle – In recent years, Aperol has been portrayed as a trend towards low-alcohol, healthier drinking, and social experience vs. drunkenness. Aperol sits between wine and hard liquor – it is light enough, visually appealing, and combinable.
Aperol today: where it is and where it is headed
After Aperol joined the Campari Group portfolio (2003), the brand expanded globally. Not only in Europe, but also in the US, Asia, and other regions, where it is winning hearts as a summer aperitif, a drink served on terraces, at festivals, and in cocktail bars.
In terms of marketing, Aperol continues to focus on visuals, sociability, and easy mixability (the "3-2-1" ratio for Spritz), but also on experiences—terraces, sunshine, and the joy of small moments. When you look at the campaign images, there is a message in every bottle: enjoy life here and now.
Aperol is not just a drink. It is a piece of Italian culture that many admire and imitate. It was born from the Barbieri brothers' dream to create an aperitif that would not be a serious bitter liqueur, but something lighter and more accessible. Their intuition proved to be spot on: the orange color, low alcohol content, fresh taste, and idealness for spritz made Aperol a product that resonates with people around the world.
The next time you open a glass of Spritz with ice and a slice of orange, remember that you are holding a piece of 100 years of history, marketing courage, and the Italian spirit of "aperitivo."
If you want to try a non-alcoholic version of Aperol, we also have it on offer: Undone No.5 Not Bitterliqueur!
Read also how to make Aperol at home!
Facts about Aperol:
What is Aperol and how much alcohol does it contain?
Aperol is an Italian aperitif with a distinctive orange color and a slightly bitter-sweet taste. It contains only 11% alcohol, making it one of the lighter liqueurs.
How does Aperol taste compared to Campari?
Both have a similar base, but Aperol is less bitter and slightly sweeter. Campari has a more pronounced bitter profile and a higher alcohol content.
What is the original recipe for Aperol Spritz?
The most famous ratio is 3-2-1: three parts Prosecco, two parts Aperol, and one part soda. Just add ice and a slice of orange.
Can Aperol be drunk on its own?
Yes, although it is most often served in cocktails. With ice and orange, it has a refreshing, delicate taste.
Is there a non-alcoholic alternative to Aperol?
Yes, we also offer Undone No.5 Not Bitterliqueur – a non-alcoholic version with a similar flavor profile.
How should Aperol be stored after opening?
It is best to store it in a dark and cool place. It does not need to be refrigerated, but it should be consumed within a few months to retain its full flavor.
Where can I buy Aperol?
Directly from our e-shop – just take a look at [→ Aperol].
