Aperol unveils architectural new bottle design

Campari Group has officially pulled back the curtain on a comprehensive redesign of its iconic Aperol bottle, marking the first major aesthetic update for the world-renowned aperitif since its inception in 1919.

The move is a calculated one designed to solidify Aperol’s position as the global “King of the Aperitivo” while addressing modern retail and bar-trade challenges.

The new bottle features a more refined silhouette that takes direct inspiration from classic Italian architecture. Key changes include:

• Rippled glass shoulders: a new textured design around the top of the bottle is intended to catch the light and “draw the eye” toward the vibrant orange liquid inside.
• The hero liquid: the front label has been significantly reduced in size. According to Campari Group, this was a deliberate choice to “give the spotlight entirely to the recognisable orange” that has become a global shorthand for social connection.
• Founder’s tribute: for the first time, each bottle features an embossed monogram of the Barbieri brothers, the original creators of Aperol. This detail serves as a “mark of provenance” to remind consumers of the brand’s 100-year-plus heritage.

Perhaps the most functional change is found on the reverse of the bottle. Campari has introduced a transparent back label that features a step-by-step visual guide for crafting the “Perfect Aperol Spritz.”

Industry analysts note that this turns the packaging into a “lightweight training tool” for both home consumers and busy bartenders, ensuring the signature serve remains consistent across the 160+ countries where it is sold.

The redesign comes at a critical time for the spirits industry. While many competitors are facing slowdowns, Campari Group reported a 2.4% organic revenue growth in 2025, reaching over €3 billion.

“This new bottle is a celebration of what has always defined Aperol,” says Andrea Neri, managing director of the House of Aperitifs at Campari Group. “It reflects our Italian roots while bringing a more contemporary expression to an icon enjoyed around the world. Every detail has been carefully considered to… reaffirm the brand’s place at the heart of modern Aperitivo culture.”

Aperol is leading the charge, but it isn’t the only brand getting a makeover. Campari Group has confirmed that this “packaging playbook” — focusing on premiumisation and heritage — will roll out across its full iconic portfolio, including Campari, Courvoisier, Wild Turkey, and Espolòn Tequila.

The new Aperol bottle began its global rollout this month (March 2026), appearing first in European and UK markets across both bars (on-trade) and retail shelves (off-trade).