Campari Group today introduced a refreshed bottle design for Aperol, reinterpreting the aperitivo’s iconic look through a contemporary Italian design lens. The evolution signals a new chapter for the brand while remaining true to the visual codes that have made Aperol instantly recognisable around the world.
Balancing modernity with heritage, the new bottle is designed to elevate Aperol’s presence across bars, terraces, and retail shelves — a reflection of the brand’s enduring role in moments of connection, celebration, and shared enjoyment.
An elevated icon for a new era
Aperol has reimagined its bottle design to celebrate its iconic story from a local Italian aperitivo created in 1919 to a global icon of modern aperitivo culture. The rippled glass around the bottle’s shoulder puts the radiant, instantly recognisable orange liquid at the centre stage. The more refined silhouette takes the cues of elegance and balance from Italian architecture, designed to feel special in the hands of customers, with every detail telling the story of Aperol’s legacy and character.
A smaller front label steps back, giving the spotlight entirely to the recognisable orange that signals joy is about to be served. On the back is a transparent label with a guide to the perfect Aperol Spritz serves that bring people together and share moments of conviviality.
Rooted in Italian tradition
Crafted in Italy and enjoyed globally, Aperol’s refreshed bottle design honours the brand’s enduring heritage. The embossed monogram of Barbieri’s brothers, who first crafted Aperol in 1919, now proudly features on each bottle. The symbol is a subtle mark of provenance and craftsmanship which nods to over a century of Italian tradition.
The liquid inside remains unchanged while the exterior evolves. It is still the original and closely guarded recipe that has made Aperol a global favourite and a cultural staple across generations.
“This new bottle is a celebration of what has always defined Aperol,” said Andrea Neri, Managing Director House of Aperitifs. “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.”
The new design will roll out across the company’s full iconic portfolio, including Campari, Courvoisier, Wild Turkey and Espolon and across all consumers’ touchpoints across both the on-trade and the off-trade from March 2026.
