Aperitivo Social

4 iconic Italian spirits signed by Coop, leveraging on the social ritual of the aperitivo, born in the roaring Twenties.

A range of 4 spirits, all of them starring the aperitivo time in Italy: red bitter, orange bitter, red and white “Vermouth di Torino”.Such spirits are usually conceived and designed as lifestyle brands: how to make them relevant when signed by a private label?

As Coop is known in Italy as a socially-committed company, we’ve leveraged the “democratization” of the aperitivo ritual, enlarging the “right to toast” to a wider number of consumers, thanks to the “Aperitivo Sociale” range. 4 characters and 4 social types have been meeting and greeting at 6 pm since the 1920s when most of the iconic Italian bitters were crafted in Milan and Turin.

Thus the Cosmopolitan, the Sophist, the Nonchalant, and the Swanky were born: tiles of a unique puzzle gilded in gold as “real” spirits, linked by a déco-style featuring geometric shapes, frames, and decorations, and differentiated by refined colors and animal heads – like crests! – sourced by the hometown of each specialty liquor. A sneak for Milan, a bull for Turin, a Lion for Venice.

The accuracy of the execution and the multi-faceted semiotics of the message is intriguing enough not to miss the endorsement of a brand…. while appreciating a lower price!