In recent years, aperitivo has made its way far beyond the Mediterranean, capturing the interest of those who crave more than just a drink—they seek a moment. But what is an aperitivo, really? It’s not simply a pre-meal beverage; it’s a ritual, a lifestyle, and a celebration of pausing with purpose. Built around light, low-alcohol drinks and flavorful, shareable bites, the aperitivo moment invites connection and intention. In Spain, it precedes lunch; in Italy, it sets the tone before dinner—but in both cultures, it’s a way to slow down and savor. At the heart of this tradition sits Vermut Lustau, a Spanish vermouth admired for its harmony, complexity, and effortless ability to elevate whatever is on the table beside it.
Check our introduction about the sherry-based vermouth category and our collection for more insights and vermouth cocktail recipes.
WHAT IS APERITIVO? A CULTURAL TRADITION FROM THE MEDITERRANEAN
In both Spain and Italy, the aperitivo is a well-established part of daily life. It marks the transition from work or routine into a time of connection—often with a drink in hand and a plate of olives, nuts, or cured meats nearby. In Spain, it’s a pre-lunch ritual; in Italy, it usually takes place before dinner. Despite the timing differences, the purpose is the same: to pause, stimulate the appetite, and share time with others.
THE ORIGINS OF APERITIVO: A HISTORICAL PERSPECTIVE
The term aperitivo comes from the Latin aperire, meaning “to open”—and that’s precisely what this tradition does. It opens the palate, opens the appetite, and opens the door to conversation. Though its modern image is often associated with Italian cafés or Spanish terrazas, its roots run deep. Ancient civilizations used medicinal wines infused with herbs to stimulate digestion, a practice that evolved into the bittersweet vermouths and fortified wines we now associate with the pre-meal moment. In Spain, the custom found its rhythm in the 19th and 20th centuries, particularly in cities like Madrid, where vermouth on tap and house-made blends were poured generously in neighborhood bars, becoming fixtures of midday social life.
WHY APERITIVO IS A WAY OF LIFE IN SPAIN
In Spain, the “aperitivo moment” is woven into the rhythm of the day, especially on weekends. A glass of vermouth with a slice of orange or a splash of soda is commonly served with simple, flavorful foods like olives, anchovies, or jamón. It’s a low-key but meaningful tradition that values flavor, balance, and the pleasure of good company.
Here’s the recipe for your vermouth and soda
KEY ELEMENTS OF THE APERITIVO MOMENT: DRINKS, FOOD, AND SOCIAL CONNECTION
Aperitivo is defined by three key components: a low-ABV drink, a few savory bites, and a relaxed social setting. Drinks like vermouth, fino, or sparkling wine are common, offering enough character to open the palate without overpowering it. The accompanying food—olives, cheese, nuts, gildas or conservas—is chosen for its saltiness and compatibility with the drink. The real focus, however, is on taking time to enjoy the experience with others.
WHY APERITIVO IS GAINING POPULARITY BEYOND THE MEDITERRANEAN
As interest in low-alcohol drinks and casual dining grows, so does the appeal of the aperitivo lifestyle. Its format is easy to adapt and well suited to contemporary routines—whether as a pre-meal habit, a weekend ritual, or a relaxed way to gather with friends. It’s a flexible tradition that feels both accessible and meaningful.
HOW TOURISM IS SPREADING THE APERITIVO CULTURE
People who travel to Spain or Italy often return with a new appreciation for this simple custom. A midday vermut in Madrid or a spritz at sunset in Milan becomes a takeaway experience—something to recreate at home. Restaurants and bars outside the Mediterranean are picking up on the trend, offering aperitivo-style menus and drinks to meet growing interest.
WHY APERITIVO FITS PERFECTLY INTO MODERN LIFESTYLES
The combination of lighter drinks, small plates, and shared conversation fits well with today’s preferences. Many people want to enjoy alcohol in moderation while still appreciating flavor and craft. Aperitivo supports this shift. Whether it’s a quick drink before dinner or part of a weekend gathering, it feels purposeful without being formal.
VERMOUTH: THE STAR OF THE APERITIVO TABLE
No drink captures the spirit of the aperitivo quite like vermouth. Aromatic, balanced, and endlessly versatile, vermouth is more than an ingredient—it’s an invitation. Made by infusing wine with botanicals and spices, then fortifying it, vermouth offers a bittersweet profile that stimulates the appetite and stirs the senses. In both Spain and Italy, it is the signature sip of the pre-meal ritual, often served over ice with a slice of orange or olive, sometimes with a splash of soda. And while it plays well in cocktails, vermouth truly shines when served on its own—sipped slowly, surrounded by good company and simple, flavorful bites.
CLASSIC APERITIVO PAIRINGS: FROM OLIVES TO CHARCUTERIE
Vermouth’s balanced flavor makes it easy to pair with food. Its slight bitterness contrasts well with salty items like cured meats, anchovies, almonds, and cheeses. These classic pairings aren’t complex, but they are thoughtful—designed to complement the drink and prepare the palate for the meal to come.
HOW VERMUT LUSTAU EMBODIES THE SPIRIT OF APERITIVO
Crafted in Jerez, Vermut Lustau uses sherry wines aged in solera before being blended with botanicals. The rojo (red) version, made from amontillado and pedro ximénez, has a warm, spiced profile with notes of sage, orange peel, and raisin. The blanco (white), based on fino and moscatel, is floral and herbal with touches of chamomile and rosemary. Both are versatile: they work well on their own or as a base for light cocktails—and always pair well with classic aperitivo foods.
APERITIVO IN THE U.S.: ADAPTING A MEDITERRANEAN TRADITION
In the U.S., aperitivo is being embraced in creative ways. Whether as an alternative to traditional happy hour or part of a weekend brunch, Americans are incorporating the custom into their own routines. It’s showing up on restaurant menus, at backyard gatherings, and even at home as people look for more intentional ways to enjoy food and drink.
HOW APERITIVO IS BEING REDEFINED IN AMERICAN CULTURE
Rather than copying the Mediterranean model exactly, American aperitivo moments are shaped by setting and occasion. What stays consistent is the formula: a drink with character, a few small bites, and time set aside to enjoy both. The growing availability of high-quality vermouth—like Vermut Lustau—has helped bring this experience into everyday life.
PERFECT OCCASIONS FOR APERITIVO IN THE U.S.
From casual evenings to more planned events, here are a few ideal moments for embracing aperitivo stateside:
Sunday BBQs with Vermut Lustau
Swap out your usual pre-grill beer for a glass of white vermouth over ice. The fresh herbaceous notes and subtle sweetness of vermut Lustau Blanco pair effortlessly with grilled vegetables, charred meats, and marinated skewers—adding depth without overpowering the food. It’s the perfect way to kick off a slow, sociable afternoon.
Game Day Gatherings: Aperitivo as a Pre-Game Ritual
Before the wings and nachos hit the table, start with something more refined. A chilled white vermouth with olives and toasted nuts offers a light, flavorful opener that adds a touch of Mediterranean flair to your Sunday lineup. It’s a moment of calm before the roar of the game.
Brunch at Home: A Refreshing Twist with Vermouth
Brunch doesn’t always need bubbles. Try Vermut Lustau Rosé with smoked salmon, soft cheeses, or citrus salads. Its floral and herbal notes refresh the palate and bring elegance to the table—perfect for a slow, sunny start to the day.
Restaurant Dining: Elevating the Pre-Meal Experience
Aperitivo service is appearing on more and more American menus, often with vermouth flights or curated tapas selections. Offering Vermut Lustau as a pre-meal drink introduces diners to a centuries-old ritual that elevates the dining experience before the first course even arrives.
Weeknight Wind-Downs: Reclaiming the End of the Workday
After a long day, there’s something grounding about pausing before dinner with a low-proof drink and a few savory bites. A glass of Vermut Lustau alongside marcona almonds or anchovy-stuffed olives can create a small ritual that softens the transition from work mode to home life—unhurried, flavorful, and restorative.
Picnics and Park Gatherings: Bringing Aperitivo Outdoors
The laid-back elegance of aperitivo is a natural fit for outdoor settings. A thermos of chilled vermouth, a tin of sardines, a small cheese board, and a jar of olives can turn any patch of grass into a Mediterranean moment. Lightweight, portable, and communal, this version of aperitivo invites casual al fresco enjoyment with style.
HOW TO INCORPORATE VERMUT LUSTAU INTO YOUR APERITIVO MOMENT
Bringing the aperitivo tradition into your own routine doesn’t require elaborate planning. Choose a drink that’s balanced and light in alcohol, a snack or two to match, and take a few minutes to slow down.
Start simple: serve Vermut Lustau rojo over ice with a slice of orange and a green olive, paired with salted almonds or manchego. Or try Vermut Lustau Blanco with a lemon twist and a few marinated anchovies on toast. Both styles shine on their own, but also serve as vibrant bases for low-ABV cocktails—ideal for daytime gatherings or early evenings where flavor matters more than strength.
Here’s some more ideas for your aperitivo!
As with all great traditions, the key is intention. Choose ingredients with care. Keep things casual, but meaningful. And above all, remember that the true heart of aperitivo isn’t just what’s in the glass—it’s the moment you create around it.
