These Days Spritzers Are a Modern, Approachable Take On Classic Aperitivos
by Rudy Sanchez on 08/09/2022 | 2 Minute Read
The Italian custom of aperitivos, or pre-meal drinks, might seem like the peninsular nation’s version of happy hour at first glance, but they have little in common.
Happy hours are typically right before a bar or restaurant’s peak evening business hours, and discounts get offered to encourage patronage at slower times in the day. Aperitivo, on the other hand, is often later in the evening, from about 6 to 9 PM, as a pre-dinner get-together. The idea is to stimulate the appetite and enjoy the company of friends. Common beverages consumed during aperitivo are combinations of soda water and wine or bitters made along with heritage brands like Campari and Aperol.
Beverage brand These Days found inspiration in its passion and love for the Italian custom and a desire to share the tradition in an approachable manner, believing that the centuries-old practices and longstanding brands around aperitivo can seem intimidating to the uninitiated. These Days aims to make aperitivo more accessible, starting with the ready-to-drink format with spritzers made from all-natural ingredients, low sugar, and organic wines.
Co-founder and creative director Alex Beausire designed the branding and packaging in-house. Beausire combined elements from the Art Nouveau movement, like using Pirelli Medium and Editorial Ultralight fonts, as a nod to classic aperitivo drinks. The traditional elements get paired with fun illustrations, such as a person holding hands with an orange and a peach playing the saxophone. The labels are playful and approachable with a touch of chicness, inviting curious consumers to take a glance over at increasingly crowded RTD shelves.
“The aim was to try and make something that stood out. It's such a competitive marketplace we were really keen to try and differentiate ourselves,” says Alex. “Our brand identity is centered on being playful, fun, and a bit more relaxed than traditional aperitivo brands. The aperitivo category is full of heritage brands that don't speak to the new demographic of people and can feel a bit stuffy and boring. That's something we wanted to change.”
These Days spritzers are currently available in two flavors, a blood orange Sundown Spritz and a bitter peach Venetian Spritz. Both are available in cans and bottles at TheseDaysDrinks.com
Images courtesy of These Days.