Campari Group has revealed a new bottle design for Aperol, reinterpreting the apéritif’s classic appearance with a contemporary Italian look.
Aperol’s new bottle design signals a new chapter for the brand while remaining true to the visual codes that have made it recognisable since its introduction in 1919.
Balancing modernity with heritage, the new design aims to elevate Aperol’s presence across bars, terraces, and retail shelves.
While the liquid inside stays unchanged, the new design is intended to celebrate Aperol’s journey from a local Italian apéritif to a global icon of modern aperitivo culture.
It features rippled glass around the bottle’s shoulder, highlighting the vibrant orange liquid inside, and a more refined silhouette inspired by Italian architecture, creating a bottle that ‘feels special in customers’ hands.’
The label has been simplified to emphasise the apéritif’s vibrant colour. On the back of the bottle is a transparent label with a guide for making the perfect Aperol Spritz.
