The aperitivo continues to evolve, reflecting new lifestyles, consumption habits, and emerging consumer sensitivities.
This year once again, the Food & Beverage team at DAG Communication managed the press office activities for Aperitivo Festival, the event created by MWW Group and dedicated to one of the most iconic rituals of Italian conviviality.
The 2026 edition brought together industry professionals, mixologists, and leading companies in Milan to discuss the trends transforming the aperitivo sector. Among the most talked-about topics, the no-alcohol movement confirmed its growing relevance as part of a broader cultural shift involving consumers, venues, and brands alike.
This evolution is also explored in a feature currently airing on Mediaset’s X-Style, made possible through the media relations activities managed by DAG Communication. In the feature, Federico Gordini, founder of MWW Group and one of the industry’s leading experts , discusses the new dynamics shaping the market, increasingly driven by wellbeing, social connection, and innovative consumption experiences, also referencing the NielsenIQ research focused on Food & Beverage trends.
