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A new generation of ready to serve cocktails

Primo aperitivo is the premium range of ready-to-serve aperitivo cocktails. Created to give the opportunity to people to enjoy and experience a perfect five stars drink everywhere they are.

Negroni

  • Intense
  • Essential
  • Iconic

Simply the one

  • Gin
  • Bitter
  • Sweet Vermouth
  • Orange Essence

A unique bittersweet taste for an intense and deep flavour. Unforgettable!

HOW TO ENJOY PRIMO NEGRONI: Fill a rock glass with ice and generously pour Primo Negroni. Add a slice of orange and enjoy the taste of the authentic Italian aperitivo.

Americano

  • Refreshing
  • Original
  • Relaxed

The first aperitivo

  • Sweet Vermouth
  • Bitter
  • Carbonated Water
  • Mandarin Essence

The exceptional and refreshing sparkling mix. So Italian!

HOW TO ENJOY PRIMO AMERICANO: Fill a highball glass with ice and generously pour Primo Americano. Add a slice of orange and enjoy the taste of the authentic Italian aperitivo.

More info Available from 2020

Sbagliato

  • Unexpectied
  • Glamorous
  • Sophisticated

The happy accident

  • Sweet Vermouth
  • Bitter
  • Sparkling Wine
  • Pink Grapefruit Essence

An unexpected smooth sparkling mix. So glamorous!

HOW TO ENJOY PRIMO SBAGLIATO: Fill a rock glass with ice and generously pour Primo Sbagliato. Add a slice of pink grapefruit  and enjoy the taste of the authentic Italian aperitivo.

More info Available from 2020

The origin of aperitivo

Where does it come from?

An antecedent of the modern cocktail was already consumed in the Ancient Rome, the mulsum: made from wine and honey. The purpose was to stimulate the appetite, a function that is also discernible in the etymology of the word “aperitif”, which derives from the Latin “aperture” (that opens). A drink therefore, able to “open” and stimulate the feeling of hunger.

Primo Aperitivo takes inspiration from the traditional Italian Aperitivo, a social moment of life to be enjoyed with a good company and a tasteful cocktail.

Primo Aperitivo

Where is it going?

Primo Aperitivo is the premium offer of the authentic Italian Aperitivo restyling the traditions and creating a modern and elegant experience. Primo is all about heritage and modernity and is the perfect drink to share at home, in a elegant Hotel or on a first class flight trip. Every recipe of Primo is uniquely designed and created specially for our range of aperitivo. Each ingredient has been crafted and blended by our aperitivo experts to archive the perfect and unique taste of Primo Americano, Negroni and Sbagliato.

“Best to enjoy Primo aperitivo chilled, as we all are”

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