Italy’s Favorite Ritual: Aperitivo Explained

At sunset or under the sun, during the weekend or after work. The aperitivo is a ritual that Italians practically never give up. 

After all, Italians invented the aperitivo. In the 18th century, from Turin, it spread throughout Italy, developing local specificities that characterize it from North to South.

In this article, we will travel through the history of this ritual that the whole world envies us and immerse ourselves in the atmosphere of 3 happy hour capitals: Milan, Rome and Naples.

To accompany us we will have a special guide: Lurisia, Italian beverage excellence. Get ready: at each stop we will taste a signature Lurisia cocktail, surprisingly paired with the soul of the three cities. Shall we go?

The word “aperitivo” comes from the Latin aperitivus, meaning “that which opens.” Ancient Romans already enjoyed aromatic drinks before banquets, but the modern aperitivo tradition officially began in Turin in 1786 with the invention of Vermouth.

The new drink quickly became popular at the Savoy court, and soon Turin’s cafés started serving it alongside small local snacks.

From there, the ritual spread throughout Italy and evolved into a true social tradition. Even today, aperitivo is the perfect excuse to slow down, chat, and experience Italian cities like a local.

Milan is widely considered the Italian capital of aperitivo culture. Stylish, dynamic, and cosmopolitan, the city transformed happy hour into a real gastronomic experience.

In the 1990s, Milan popularized the concept of apericena — a mix between aperitivo and dinner featuring generous buffets and creative cocktails.

Today, the city’s most iconic aperitivo districts include:

• the Navigli canals, the heart of Milanese nightlife

• Brera, elegant and artistic

• Porta Romana, loved by young professionals

• Paolo Sarpi, Milan’s vibrant Chinatown district

From panoramic rooftops to hidden cocktail bars and green courtyards, Milan offers endless ways to experience Italian aperitivo culture.

For a sophisticated Milan-inspired drink, we suggest the “Aperitivo Mistico,” a cocktail created by bartender Federico Tomasselli with Lurisia Non-Alcoholic Aperitivo with Alpine Gentian, Italian white Vermouth, lemon juice, and grapefruit syrup.

Rome reinterpreted the aperitivo ritual in a more relaxed and scenic way. Here, happy hour unfolds among rooftop terraces, historic piazzas, and creative neighborhoods.

The best areas for aperitivo in Rome include:

• Trastevere, with its charming alleys and squares

• Pigneto, artistic and contemporary

• Testaccio and Ostiense, perfect for an alternative atmosphere

• Parioli and Ponte Milvio, more exclusive and glamorous

Rome is the ideal city to enjoy a cocktail at sunset while overlooking the rooftops of the Eternal City.

Here, we recommend the “Aperitivo Mantrico,” prepared with Lurisia Non-Alcoholic Aperitivo with Piedmontese Wormwood, reposado tequila, and chili cordial.

Naples experiences aperitivo in a warm, spontaneous, and deeply Mediterranean way. Here, the ritual blends with local food traditions and breathtaking Gulf views.

The best areas for aperitivo in Naples include:

• Chiaia, elegant and lively

• Vomero, famous for panoramic terraces

• Posillipo, romantic and exclusive

• the Centro Storico di Napoli, authentic and vibrant

• Pozzuoli, especially popular during summer evenings

In Naples, aperitivo often comes with finger food, traditional fried snacks, seafood specialties, and live music.

The cocktail recommended by is “Sapore Mediterraneo,” prepared with Lurisia Non-Alcoholic Aperitivo with Alpine Gentian, lemon juice, and rosemary.

In Italy, aperitivo usually takes place between 6:00 PM and 8:30 PM, especially after work or before dinner.

During weekends and summer months, it can start earlier — particularly in seaside destinations. In many Italian cities, aperitivo perfectly matches sunset time and is considered an essential social appointment.

Some of the undisputed stars of the Italian aperitivo are iconic cocktails such as the Spritz, Negroni, and Americano, alongside Vermouth — a symbol of Piedmontese tradition — and more contemporary drinks like the Moscow Mule. In recent years, aromatic non-alcoholic cocktails have also become increasingly popular, offering a lighter yet equally flavorful aperitivo experience.

Of course, a true Italian aperitivo is never just about the drinks. Cocktails are almost always accompanied by small bites to share, including olives, focaccia, cured meats, cheeses, finger foods, and regional specialties that vary from city to city.