It all began in Turin in the early 20th century with the tradition of drinking Vermouth at aperitif time. This custom became so common that nobles, intellectuals, politicians, and the bourgeoisie met every day in the late afternoon to enjoy this drink. Although the aperitivo originated in Turin, it was Milan that contributed most to its spread, especially in terms of culture and collective habit. Later, venues in the city center became the most popular, and the traditional "camparino" in Galleria Vittorio Emanuele II, is regarded as the progenitor of the Milanese aperitivo. There along with the various drinks, appetizers and cold foods were also served. This accompaniment was later imitated by several and historic bars in the city to become a true Milanese tradition.
Where it all began
Aperitif at the museum
Pantone 2020
Virtual Milano