# Italian-Style Festival Piazzas The Aperol Spritz Piazza Brings a Taste of Italy to Coachella By Laura McQuarrie | Published 2023-03-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/aperol-spritz-piazza References: [prnewswire](https://www.prnewswire.com/news-releases/join-the-joy-with-aperols-debut-at-coachella-music-festival-301782758.html) & [aperol](https://www.aperol.com/)  For the first time, Aperol will be making its debut at Coachella as an Official Partner and the Italian aperitivo brand will have its own event within the event called [Aperol Spritz Piazza](https://www.trendhunter.com/trends/official-spritz-partner). The Aperol Spritz Piazza will immerse adult festival-goers in the beauty of Italian culture with elements like the [Aperol Tram](https://www.trendhunter.com/trends/seasonal-cocktail), styles to resemble a modern Italian city streetcar, and a kiosk where guests can play digital trivia games and create custom augmented reality experiences. There will also be a slow-motion Orange Photo Dome on-site, plus a Sunbeam Installation for capturing shareable moments. In recent years, [Italian aperitifs](https://www.trendhunter.com/trends/italicus-and-savoia) have become embraced as global cocktails and they're being consumed in new settings for their refreshing and low-alcohol nature. Aperol's presence at the event conveys that Aperol Spritz perfectly pairs with festival culture. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 69% | Activity: 83% | Freshness: 15% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Italian Aperitif Festivals:** Creating Italian-inspired festival experiences that showcase popular aperitifs like Aperol and Campari in immersive and engaging ways. - **Digital-physical Experiential Marketing:** Combining physical installations and activities with digital experiences like AR and social media sharing to create memorable brand activations. - **Low-alcohol Cocktails:** Offering refreshing and flavorful drinks with lower alcohol content that appeal to health-conscious and responsible drinkers. ### Who This Affects Most - **Event Planning and Production:** Providing creative event planning and production services that incorporate immersive and engaging experiences that differentiate festivals and other events. - **Hospitality and Tourism:** Developing Italian-inspired hospitality and tourism offerings that showcase the country's culinary and cultural traditions, including aperitifs and cocktails. - **Food and Beverage:** Creating new low-alcohol cocktails using Italian aperitifs and other spirits that cater to health-conscious and responsible drinkers, and positioning them for use in various settings and occasions. ## Related on Trend Hunter - [Immersive Aperitivo Partnerships](https://www.trendhunter.com/trends/official-spritz-partner.md) - [Socially-Charged Summer Aperitif Drinks](https://www.trendhunter.com/trends/seasonal-cocktail.md) - [Summer-Ready Apertivo Campaigns](https://www.trendhunter.com/trends/apertivo-campaign.md) - [Large-Scale Apéritif Activations](https://www.trendhunter.com/trends/summer-of-spritz-campaign.md) - [Wine Window-Inspired Cocktail Campaigns](https://www.trendhunter.com/trends/aperol-festive-spritz-window.md) - [Sporty Aperitivo Apparel](https://www.trendhunter.com/trends/tennisinspired-capsule.md) - [Transportive Italian Pop-Ups](https://www.trendhunter.com/trends/event-at-tiff-2024.md) - [Wintry Aperitivo Capsules](https://www.trendhunter.com/trends/apres-ski-collection.md) - [Vibrant Italian Aperitivo Cocktails](https://www.trendhunter.com/trends/italicus-and-savoia.md)