top of page
Primo Aperitivo adds the ‘Sbagliato’ and the ‘Americano’ to its classic Italian cocktail range

19/11/2021 – Products / Primo Aperitivo / Mercury Spirits / Italian / Cocktail / RTD

Primo Aperitivo adds the ‘Sbagliato’ and the ‘Americano’ to its classic Italian cocktail range

Mercury Spirits has announced that it will add two new beverages to its Primo Aperitivo Italian cocktail range – the ‘Sbagliato’ and the ‘Americano’ – to sit alongside the simple yet sophisticated Primo Aperitivo Negroni. 

The Primo Aperitivo Sbagliato is an exceptionally refreshing cocktail and is Primo’s take on one of the trendiest cocktails in Italy. The Sbagliato was born in Milano in 1960 as the result of a simple mistake of the bartender, who switched gin with sparkling wine while he was making a Negroni. 

The Primo Aperitivo Americano is a classic Italian Aperitivo, with a refreshing and striking mixture of flavours. Initially named ‘Milano-Torino’ due to the origin of the ingredients, it was renamed ‘Americano’ as the popularity of the drink grew amongst Americans – small changes to the recipe in the 20th Century led to the addition of soda water, creating a lighter, more refreshing flavour.

Creating the perfect Aperitivo moment 

The two new additions to the Primo Aperitivo range bring their own unique element to the Primo collection, as both the Americano and the Sbagliato are carbonated upon bottling, adding a touch of sparkle to any Aperitivo hour. 

Primo Aperitivo will be the first ever brand to release the Americano and Sbagliato cocktails in sharing format and ready to serve.

“Inspired by Italy’s famed pre-dinner ritual of the ‘Aperitivo moment’ Primo Aperitivo is a range of classic cocktails that encapsulate the authentic Italian Aperitivo experience, perfect for sipping whilst unwinding and enjoying life’s special moments,” said the company in a statement.

Inspired by founder’s Italian heritage

Primo Aperitivo was created by Italian-born mixologist Filippo Previero. Inspired by his Italian heritage, Filippo wanted to create and bottle the perfect Aperitivo moment – creating an accessible yet special drinking experience that captured the spirit of this Italian tradition. 

Starting with the Negroni, the Primo Aperitivo team created a range of cocktails accessible to everyone, to be enjoyed with good company wherever they are. The Primo Aperitivo range provides a modern take on traditional classic recipes, with an aim to remain as sustainable as possible by using homemade ingredients and recycled materials for production.

Primo Aperitivo Negroni was awarded a coveted star in Great Taste 2020 Awards, the UK’s largest and most trusted awards scheme for speciality food & drink. 

Sustainably made in Modena

Produced at Casoni distillery in Modena, the heart of Italian Gastronomy, Primo Aperitivo is created with sustainability in mind and is produced and bottled using 100-per-cent renewable energy without compromising on flavour or taste. 

Every spirit and liqueur is produced at the distillery using fresh ingredients; lowering the carbon footprint and creating the best balanced recipe. Each gift-pack that houses the bottles is packaged in 100-per-cent recycled materials and is completely recyclable, with the bottle itself composed of 30-per-cent recycled glass. To provide consumers with full transparency, Primo Aperitivo uses blockchain authentication to make it easy to access detailed information on the ingredients and production used to create each bottle.

Encapsulating the Aperitivo experience

Founder of Primo Aperitivo, Filippo Previero, spoke about the curation of the brand: “We wanted to create a range of high-quality, authentic Italian Aperitivo cocktails that encapsulate and deliver a real Aperitivo experience – one that’s accessible, enjoyable and unique to each drinker,” he informed. “It's important for us to be innovative and bring ‘Made in Italy’ around the world, but we have to be authentic and mindful of sustainability,” he noted. 

“We have found that life’s best moments are often shared, and Primo Aperitivo offers an unrivalled at-home drinking experience, bringing you a taste of Italy to savour with loved ones – no matter where you are in the world,” the company’s Founder continued, adding: “We hope you'll enjoy it. Salute!”

Tips for serving 

• The Primo Aperitivo Sbagliato is best enjoyed poured over ice in a rock glass, and garnished with a slice of pink grapefruit.

• The Primo Aperitivo Americano is best enjoyed poured over ice in a highball glass, and garnished with a slice of lemon.

Stockists: Ocado / RRP: £25.99–£28.99

For more product details, visit:

Latest issue – Vol 1/23
– Health & Nutrition focus
– Gulfood 2023 Special
– Next level legume – The rise of the chickpea
  • Twitter Social Icon
  • Facebook Social Icon

Interpack 2023



Milan, Italy

The Hotel & Hospitality Show 2023

Sandton Convention Centre, South Africa

bottom of page