Design Bridge and Partners Amsterdam unveils a new premium bottle design for Aperol, created in partnership with Campari Group. The redesign marks a significant evolution for the iconic Italian aperitif, while remaining true to the visual codes that have made Aperol instantly recognisable around the world.

Balancing modernity with heritage, the new bottle is designed to elevate Aperol’s presence across bars, terraces and retail shelves – a reflection of the brand’s enduring role in the moments of connection, celebration and shared enjoyment.

We worked closely with Campari Group to evolve Aperol’s most visible brand assets, ensuring the bottle reflects the changing expectations of today’s consumers, who increasingly seek authenticity, simplicity and meaning alongside quality and craft. The result is a refined yet unmistakable design that strengthens Aperol’s role as a cultural icon of modern Aperitivo.

Rooted in Italian heritage

The new bottle has been carefully reimagined to premiumise Aperol’s visual identity while preserving its instantly recognisable character. The refined silhouette introduces greater elegance and balance inspired by Italian architecture, while enhancing shelf standout and on-trade visibility.

Rippled glass detailing around the bottle’s shoulder pays tribute to the artistry of Murano glass, a centuries-old Venetian craft synonymous with Italian excellence. This tactile design detail adds depth, light play and a sense of human craftsmanship, reinforcing Aperol’s cultural provenance through material expression.

A smaller, more confident front label brings clarity and modernity, allowing the vibrant orange liquid to take centre stage. This is paired with a transparent back label stripped back to essential messaging, including a simple how-to guide for the perfect Aperol Spritz.

Deeply embedded in Italy’s aperitivo culture, Aperol has always stood for effortless sociability and style. We ensured this spirit remained central to the redesign, weaving heritage cues subtly and meaningfully throughout the bottle.

The embossed monogram of the Barbieri brothers, who first created Aperol in 1919 in Padova, now features proudly on the glass – a subtle but meaningful tribute to the brand’s roots, craftsmanship and enduring quality. While the exterior evolved, the liquid inside remains unchanged, preserving the original recipe that has defined Aperol since 1919.

From sunny aperitivo hours to relaxed evenings with friends, the new Aperol bottle has been designed for moments that matter. Modern yet true to its origins, it's a refreshed icon ready to accompany the next generation of toasts, gatherings and golden hour celebrations.

“This new bottle is a celebration of what has always defined Aperol. 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 enhance the Aperol experience and reaffirm the brand's place at the heart of modern aperitivo culture.”

— Andrea Neri, Managing Director House of Aperitifs

“Redesigning such an iconic bottle required a deep respect for what Aperol already represents culturally, while having the confidence to evolve it for a new generation. Our ambition was to create a bottle that feels unmistakably Aperol, yet more refined, more expressive and more premium – one that celebrates Italian craft while elevating every aperitivo moment.”

— Luke Burley, Creative Director, Design Bridge and Partners