No- and Low-Alcohol Beverages and the Italian Aperitivo: Cultural Boundaries or New Market Opportunities?

This study investigates the integration of no- and low-alcohol (NoLo) beverages into the traditional Italian aperitivo ritual, a practice deeply rooted in Italian culture and traditionally associated with alcoholic drinks. This exploratory research aims to understand whether the NoLo trend, driven by increasing health consciousness and mindful drinking habits, can find acceptance within this strong cultural framework or if cultural barriers will limit its diffusion. The study adopts a qualitative approach to investigate consumer attitudes toward NoLo alternatives in the Italian aperitivo, drawing on insights from focus groups conducted with both Italian and international participants. The results suggest that, while the Italian aperitivo remains deeply linked to traditional alcoholic beverages, younger consumers, particularly Generation Z, show a greater inclination toward health-conscious drinking and express positive attitudes towards NoLo options. By exploring the viability and cultural implications of introducing NoLo alternatives into the Italian aperitivo context, the research identifies critical success factors for NoLo adoption in Italian aperitivo rituals: preserving the experiential aspects of aperitivo, developing culturally sensitive branding, and positioning NoLo beverages not as substitutes but as legitimate extensions of the traditional alcoholic beverages. This paper challenges the binary substitution model and introduces a context-dependent framework for understanding adoption behaviour, helpful for segmentation in marketing theory.