Aperol Unveils New Look For Iconic Aperitif Bottle

Iconic aperitivo brand Aperol has unveiled a new look, now with what it calls contemporary Italian influences.

The new bottle boasts rippled glass around the bottle’s shoulder that highlights the orange liquid inside, with a more refined silhouette said to be inspired by Italian architecture, creating a bottle that ‘feels special in customers’ hands.’

The front label has been streamlined, allowing the spirit’s signature orange hue to take center stage. This minimalist approach is complemented by a new transparent label on the reverse, which features a step-by-step visual guide for crafting the "Perfect Aperol Spritz."

Each bottle also features the embossed monogram of the Barbieri brothers, who created Aperol in 1919. 

While the recipe remains unchanged, the updated packaging serves as a tribute to Aperol’s evolution from a regional Italian specialty into a cornerstone of global cocktail culture.

Aperol’s new design can be seen across all of the company’s consumer touchpoints, both on-trade and off-trade, from this month.

Kanpai!

88 Bamboo Editorial Team