VENTURO is born, turning aperitivo blue

08 Aug 2024 InnovationLiqueur
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The new liqueur, which is currently only available in Italy, is Diageo’s latest New to the World brand, with VENTURO looking to elevate the aperitivo occasion

The new liqueur, which is currently only available in Italy, is Diageo’s latest New to the World brand, with VENTURO looking to elevate the aperitivo occasion

Earlier this summer, Diageo introduced VENTURO, a New to the World aperitif brand “born” and produced in Italy. 

Created by Diageo’s Innovation team and inspired by the beauty and elegance of the best ingredients coming from the Mediterranean coasts, VENTURO, which is only available in Italy, has been created to elevate the aperitif experience to a higher level.

The aperitivo is a beloved ritual that has become part of Italy’s culture for centuries, with VENTURO embodying the essence of the region with its blend of local flavors and colours, including Sicilian lemons, blue chamomile, rosemary, and sea salt.


A  group photo of Diageo employees

“When we set out to create the identity of VENTURO, we were inspired by the feeling of having an aperitivo on the terrezza of a luxury Villa in Italy, captivated by the allure of the Mediterranean Sea. The name VENTURO means ‘the next’ in Italian, which ultimately signals the ambition of the brand – to bring a new wave into the aperitivo space, with the next super premium revolutionary spritz for the next generation of Modern Italia.”

Nicole Tan, Innovation Marketing Manager

VENTURO’s perfect serve, the VENTURO Spritz, embraces the turquoise and emerald shades of the Mediterranean; a simple 1:1:1 recipe mixing 50ml of VENTURO, 50ml of Brut sparkling wine and 50ml of soda, garnished with plenty of ice and served in a wine glass with a crust of sea salt on half the edge to allow tasting with or without added flavor.

“VENTURO gives Diageo the opportunity to bring the aperitif experience to a higher level, an opportunity that is particularly important in Italy. VENTURO offers consumers who are looking for moments of relaxation a refined and special experience; I can't wait to see it in Horeca venues and on the shelves of large-scale retail trade”.

Roberta Fontana, Commercial Director of Diageo Italia

A  group photo of Diageo employees

For more information visit www.venturoaperitivo.com