Three days celebrating the aperitivo ritual, with the grand finale of World Aperitivo Day, the global day dedicated to an Italian passion that has conquered the world. But also with a great opening, on inauguration day, because Friday May 24th at 5:00 PM will feature the awards ceremony for the best beach establishments with the highly anticipated announcement, in conclusion, of Italy’s best beach club.

What are we talking about? Aperitivo Festival of course. Mark your calendars: May 24-26, in Milan, at Nhow Hotel on via Tortona, the location that christened last year’s event organized by Mww Group, the company that also handles the now well-established Milano Wine Week.

After over 4,000 participants in the first year, the 2024 edition is expected to be the consecration edition and the breakthrough beyond Milan’s borders. There will be over 1,000 activations between retail outlets and venues celebrating the creativity and quality of Made in Italy Aperitivo, each with their own dedicated initiative to celebrate May 26th, the international appointment of World Aperitivo Day®.

“Born from an intuition linked to the Milano Wine Week experience, this event with a Milanese heart has rapidly become a unique format in the food and wine events scene, one of the few that manages to combine food, wine and cocktail tastings with entertainment and cultural experiences,” commented Federico Gordini, president of MWW Group. “In recent years Aperitivo Festival has had exponential growth that quickly forced us to go beyond the boundaries of ‘Milano da bere’ to reach many locations throughout Italy and Europe. In fact, many venues in different destinations have applied to be part of this widespread event with activations, evenings, experiences… because in the end, who doesn’t love Italian Aperitivo?”.

APERITIVO FESTIVAL: WHEN AND HOW TO PARTICIPATE

An itinerary of experiential tastings and engaging in-depth activities, studded with tasting stands featuring the best food and beverage pairings proposed by industry Big Players. Aperitivo Festival will be the opportunity for all “aperitivo lovers” and Food&Beverage enthusiasts to experience an unmissable multisensory experience, focused on sharing, fun and the most exclusive drink and food tasting experiences scheduled from Friday May 24th until Sunday May 26th, every day in two time slots: from 11:00 AM to 3:00 PM (Saturday and Sunday) and from 5:00 PM until 10:00 PM (Friday, Saturday and Sunday).

Among the numerous partners and sponsors participating in the Festival this year, Carrefour Italia and Parmigiano Reggiano cannot be missed, serving respectively as Main and Top Sponsors of the event. Iconic beverage world brands that will contribute with their high-quality products to enrich the Aperitivo experience will be revealed in the coming weeks.

To participate in Aperitivo Festival and access the Aperitivo Village at Nhow Milano Hotel – Via Tortona, 35, 20144 Milan (MI) – you can purchase all-inclusive tickets in digital format available on the Vivaticket platform. Ticket cost: 40 euros.

aperitivofestival.com

MAY 26TH – WORLD APERITIVO DAY

Within the framework of Aperitivo Festival comes World Aperitivo Day®, a new celebration held on May 26th born in 2022 from an intuition by MWW Group to promote and protect the authenticity of Italian Aperitivo in Italy and worldwide. With its official Manifesto that sets out in 10 simple rules the guidelines for a perfect aperitivo, World Aperitivo Day will be celebrated by about a thousand venues and Carrefour retail outlets throughout the national territory and abroad, indicating an increasingly present and pervasive phenomenon, with Milan as leader and main attractive hub of the Aperitivo-lifestyle.

Also throughout Italy, food service activities – bars, restaurants, wine shops, but also retail outlets from other sectors – that want to propose an activity for World Aperitivo Day can register their initiative for free on the website worldaperitivoday.com by Friday May 17th to be included in the official calendar of celebrations for the occasion.