The MAFFEO DRINKS Podcast 094 | Roberta Mariani | Beyond Brand Training: Education & The Evolution of Aperitivo with Savoia & Italicus
Mar 13, 2025
Roberta Mariani, Advocacy Director for Savoia and Italicus Spirits, brings a wealth of hospitality expertise to the conversation. She discusses the rise of aperitivo culture, tracing its growth from niche to mainstream. Roberta emphasizes the importance of brand advocacy and educating consumers about unique production methods. The role of Italian bartenders in shaping global drinking habits is highlighted, along with the significance of well-being within the industry. Listeners gain valuable insights into cocktail creation and the push for a more inclusive bar environment.
AI Snips
Chapters
Transcript
Episode notes
Category Education Over Brand Promotion
- Focusing on category education over brand promotion empowers participants with deeper industry knowledge.
- This approach positions the brand as an expert while enabling others to appreciate product uniqueness.
Aperitivo: More Than A Trend
- Aperitivo is a lifestyle centered on shared moments, not just a trend.
- Its growth owes to Italy's rising global appeal, healthier lifestyles, and shifting social habits favoring lighter, lower ABV drinks.
Italian Bartenders' Global Influence
- The Italian bartender community played a key role by endorsing and spreading authentic aperitivo culture globally.
- Initially, non-Italians began the trend, but Italians later embraced and elevated their products internationally.