Walk through any Italian city around 6 p.m., and you’ll people gather in piazzas or lean on bar counters, sipping a Spritz, a Prosecco, or a Crodino. They’re not “grabbing a drink” or eating appetizers. They’re doing something far more strategic: they’re building social capital while drinking an aperitivo.
Aperitivo (from the Latin aperire, “to open”) is a distinctly Italian tradition that happens in the early evening usually between 6 and 8 p.m. to open the appetite before dinner. But don’t be fooled by the name. It’s not about food. It’s not even really about drinking. At its core, aperitivo is a social operating system. You meet friends, colleagues, future collaborators. You share a light drink, a few simple snacks—olives, chips, maybe a sliver of focaccia—and you talk. You connect. You transition from the workday into something more human.
The aperitivo is one of the most misunderstood and undervalued expressions of Italian culture. Often mistaken for a happy hour or a pre-dinner snack, it’s actually a high-functioning social structure. It’s where relationships begin, ideas get exchanged, and trust is built.
And that’s exactly why every business or entrepreneur should pay attention.
The Real Meaning of Aperitivo
In Italy, aperitivo isn’t about eating. It’s about meeting. You show up not to consume, but to connect. No pitch decks. No PowerPoints. Just people, time, and energy shared around a table. A small drink, a touch of sunlight, and a lot of conversation.
This ritual isn’t a luxury. It’s a core part of the Italian operating system: build trust first, do business later. The atmosphere is casual, but the outcomes are often strategic. New collaborations are born over a Campari. Difficult relationships are softened by the rhythm of clinking glasses. You don’t network you relate.
This is something missing in many professional cultures today, where everything feels rushed, virtual, or transactional. The Italians figured out long ago that human connection requires space. And that space is called aperitivo.
No Booze Required
While the Aperol Spritz may be iconic, the drink itself isn’t the point. In fact, one of the most notable trends in Italy right now is the rise of the analcolico non-alcoholic aperitifs like Crodino or Sanbittèr. Especially among Gen Z and wellness-conscious professionals, alcohol-free aperitivo moments are becoming the norm, not the exception.
That’s good news for companies thinking about adopting this ritual. You don’t need booze to build community. You need intention, design, and an invitation to slow down.
How to Bring Aperitivo into Your Business
You don’t need to be in Milan to adopt this strategy. All you need is a little structure, a little beauty, and the willingness to invest in human connection.
Set a recurring time for example, Thursday at 5:30 p.m. and host it somewhere away from your office: a local wine bar, a café terrace, a rooftop, or even a converted courtyard. The setting should feel warm, slightly elegant, and outside the norms of your workspace.
Serve light drinks yes, include the classics like a Negroni, Spritz or Prosecco, but always offer non-alcoholic options like Crodino or sparkling bitters. Keep the food simple: olives, chips, focaccia, and raising star Pinsa. You’re not feeding people; you’re inviting them to linger and get to know each other.
Most importantly, curate a mix of people. Invite collaborators, creatives, clients, partners, and even future partners. Keep the energy open, the pace spontaneous, and the conversation flowing. If you want to add a cultural touch, teach one Italian word each week. It’s a small gesture that builds curiosity and connection.
And make it consistent. Once it becomes part of the business culture, not a one-off event you’ll start to see results that no CRM software can match.
Why It Matters Now
As companies scale their AI, automation, and machine learning capacities, we risk forgetting the one thing technology can’t replicate: human likability. Trust, warmth, emotional connection, these are what make teams cohesive and brands memorable.
Consumers today don’t just buy based on price or performance. They buy based on feeling. They choose brands that reflect their values, lifestyles, and aspirations. And the same goes for partners, talent, and communities.
In the end, people won’t remember the quarterly report.
They’ll remember how you made them feel.
And sometimes, all it takes is a Negroni and a beautiful setting.
Cin cin!