The aperitivo ritual is having its biggest cultural moment outside of Italy — but the category is still dominated by alcohol. The non-alcoholic beverage market in the U.S. reached $395 billion in 2024, with no-and-low alcohol growing at 7% annually and projected to outpace every adjacent category through 2030. 

Sober curiosity, GLP-1 adoption, and "mindful drinking" dominate every major lifestyle publication — Vogue, The New York Times, Bon Appétit, The Cut. 

Consumer demand for sophisticated, alcohol-free alternatives to wine and spirits is at an all-time high. We hope to share the Italian aperitivo experience — bitter, botanical, and beautiful — and bring that ritual to American consumers.