Interview with Simona Gazzaniga, Worldwide Marketing Manager of All About Italy, the voice of Made in Italy in the most important international markets for Italy abroad
From June 12 to 22, 2025, All About Italy will launch the first edition of Italian Aperitif Week in New York: 10 selected venues between Manhattan and Brooklyn—including scenic rooftops, fine dining restaurants, contemporary bars, and iconic hotspots—will host the American public with exclusive cocktails featuring the iconic ingredients of the historic company Fabbri. But Italian Aperitif Week is much more than just a week of tastings: it is a cultural and promotional project initiated by All About Italy, which also involves institutional partners such as the Tuscany Region, the Liguria Region, and the airline Neos—all united by the mission to bring the quality, elegance, and value of Made in Italy to the world. The initiative will culminate in a digital contest, where the public is invited to discover the cocktails at the participating venues and vote for their favorite on official social media channels. The most-voted bartender will win a prize trip to Italy and the opportunity to visit Fabbri’s historic headquarters in Bologna: a symbolic return to the roots, with a forward-looking perspective. In short, Italian Aperitif Week is an experience—a moment of discovery, an invitation to slowness and beauty, a tribute to Italian taste that speaks all the languages of the world, starting with the most universal one: the joy of sharing.
A few days before the debut of the initiative, we interviewed Simona Gazzaniga, President of Marketing & Communication at All About Italy, to discover what to expect, what this week truly represents, and why the world continues to love Italy.
Simona, what does this first edition of Italian Aperitif Week in New York represent for All About Italy?
Italian Aperitif Week in New York is an initiative organized by All About Italy, building on almost 30 years of experience in promoting the excellence of iconic Italian brands. It represents a renewed opportunity to showcase the high quality of Made in Italy products in an exceptional showcase like Manhattan. At a delicate time for food and beverage exports to the United States, this initiative also serves as a valuable occasion to convey the culture of Italian traditions to the American public and emphasize the meticulous attention and distinctive traits of Italy’s authentic production.
What role does All About Italy play in this initiative?
All About Italy promotes Italian excellence and that “certain kind of Made in Italy” characterized by elegance, culture, and uniqueness. For this special occasion, we chose New York—Italy’s gateway to America—to create a custom activity for our client Fabbri, the renowned Bolognese company known for its iconic white and blue ceramic jar filled with sour cherries. The goal is to promote their spirits—a gin and a bitter—on the U.S. market through specially crafted cocktail tastings at different New York venues. The event is enriched by the opportunity to offer a taste of the Italian “aperitivo ritual,” thanks to the pairing with traditional products from Tuscany and a prize draw for airline tickets to Italy, provided by Neos, which operates direct flights from New York to Milan Malpensa.
What kind of experience should the New York audience expect?
An encounter with Italian flavors, an opportunity to discover Fabbri drinks, and the chance to recreate the same experience at home using ingredients featured in cocktails by the 10 participating venues. Guests will also have the chance to enter a contest to win a trip to Milan and fully immerse themselves in the spirit of the Italian dream, so cherished by Americans.
What are your expectations for this event?
The main goal is always to spark cultural interest in Italy and Made in Italy, also through the discovery of regions and their gastronomic and cultural tourism traditions—not just during the 10 days of tastings, but also through the press conference scheduled for June 12 to introduce the initiative to media representatives, food bloggers, and influencers.
We believe the Italian aperitivo can become increasingly popular in New York, offering a ritual pairing of drinks and culinary specialties that Americans deeply enjoy when visiting Italy. It’s also a way to highlight niche Italian excellences with strong potential in the U.S. market.
Can we expect this format to expand to other locations around the world?
We are already working to replicate similar formats not only in New York but also in other U.S. cities, making Italian Aperitif Week a recurring event.
Together with our many partners—some of the most prestigious Italian companies—we continually strive to create that special alchemy that only “a certain kind of Made in Italy” can offer to the public. We are confident that initiatives like this will continue to enhance the visibility of Italian brands in major international markets.
At the end of the year, we have other events planned, including in Miami, Munich, and of course, Rome. After all, promoting Made in Italy at home is just as important—especially for the many tourists staying in the capital’s luxury hotels.
All About Italy’s website and social media, along with the namesake magazine that since 1997 has showcased Italy’s most admired industries—fashion, automotive, boating, design, food & beverage, and hospitality—will keep enthusiasts updated on upcoming initiatives, also thanks to the relaunch of our digital subscription service for easier access.
