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# Urban Beach Pop-Ups
Aperol's Pop-Up Brings the Italian Beach Experience to the UK

By Laura McQuarrie | Published 2021-08-09 | Lifestyle
Source: Trend Hunter, https://www.trendhunter.com/trends/beach-pop-up
References: [campaignlive](https://www.campaignlive.co.uk/article/aperol-hosts-bar-pop-up-bring-slice-italian-beach-culture-uk/1724261) & [aperol](https://www.aperol.com/)

Aperol's beach pop-up brings a taste of Italian culture to the UK and it simultaneously plays into the rise of staycations. The [Aperol Spritz](https://www.trendhunter.com/trends/aperol-spritz-piazza) & Spiaggia is complete with its own white sandy beach, an outdoor beach bar, a jet ski and a Fiat 500 in brand colors. On-site, adults have the option of choosing from cabana-style seating or bar swings.

Every day, the [beach bar pop-up](https://www.trendhunter.com/trends/hawaiian-tropic-hibiscus-cove) helps to kick off Aperitivo hour with music and light refreshments, including Aperol Spritz. Open for just a limited time in Manchester, those who miss out on the experience will get a second chance when the pop-up makes its way to the Isle of Wight Festival, helping to satisfy a sense of wanderlust right in peoples' backyards.

## Trend Insights (Trend Hunter)

- Score: 3.9/10
- Popularity: 58% | Activity: 49% | Freshness: 10%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial, Gen X
- Top markets: Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking)

## Key Themes

### Key Themes Behind This Trend

- **Pop-up Beach Bars:** Opportunity for beverage and hospitality sector industries to create unique brand experiences and capitalize on staycations.
- **Aperitivo Hour:** Opportunity for food and beverage sector industries to incorporate the Italian tradition of Aperitivo Hour and offer unique drink and snack offerings.
- **Staycation Culture:** Opportunity for tourism industries to develop engaging local travel experiences to satisfy consumers' desire for adventure while staying close to home.

### Where This Applies

- **Beverage and Hospitality:** Create unique brand experiences with pop-up beach bars and outdoor seating options, targeting consumers looking for adventure while staying close to home.
- **Food and Beverage:** Incorporate the Italian tradition of Aperitivo Hour into new drink and snack offerings for unique and engaging dining experiences.
- **Tourism:** Develop local travel experiences that cater to the growing trend of staycations and satisfy consumers' desire for adventure and exploration while staying close to home.

## Related on Trend Hunter

- [Italian-Style Festival Piazzas](https://www.trendhunter.com/trends/aperol-spritz-piazza.md)
- [Large-Scale Apéritif Activations](https://www.trendhunter.com/trends/summer-of-spritz-campaign.md)
- [Immersive Aperitivo Partnerships](https://www.trendhunter.com/trends/official-spritz-partner.md)
- [Summer-Ready Apertivo Campaigns](https://www.trendhunter.com/trends/apertivo-campaign.md)
- [Socially-Charged Summer Aperitif Drinks](https://www.trendhunter.com/trends/seasonal-cocktail.md)
- [Wine Window-Inspired Cocktail Campaigns](https://www.trendhunter.com/trends/aperol-festive-spritz-window.md)
- [Transportive Italian Pop-Ups](https://www.trendhunter.com/trends/event-at-tiff-2024.md)
- [Amalfi Coast-Inspired Pop-Ups](https://www.trendhunter.com/trends/beach-club-activation.md)
- [Summer Sunset Pop-Ups](https://www.trendhunter.com/trends/sundown-spots.md)