We’re uncovering how Aperol became London’s aperitif of choice, almost overnight, thanks to the POLPO restaurant group.

For as long as I can remember, Pimms has been the drink of the summer. Alfresco eating in Britain consistently conjured up images of BBQs accompanied by the classic jug of fruit-filled Pimms. That is, until the summer of 2017. This year, we’ve seen as many people sipping wine glasses of Aperol Spritzes in pub gardens as we have tumblers of Pimms. So, how did Aperol suddenly become a key player in the summer drinks market in Britain? The answer, it seems, lies in the clever marketing tactics of the small Venetian restaurant group, POLPO.

Like every restaurant in its infancy, POLPO wasn’t always such a household name. Opening their doors in 2009, POLPO set up in Soho inside an 18th-century building, once home to the Venetian painter Canaletto. Specialising in ‘Venetian small plates’, POLPO serves simple, bite-size dishes or, more specifically, “Venetian cichèti adapted for the London crowd”. After a successful (almost) ten years in business, they now boast a number of profitable Venetian-inspired restaurants in London and beyond. With six POLPO branches (Chelsea, Soho, Covent Garden, Smithfield, Brighton, and Notting Hill) and two Italian offshoots, Polpetto and Spuntino, business is booming.

So where does the Aperol Spritz come into this?

Well, upon opening POLPO, co-founder Russell Norman masterminded a cunning plan to give Londoners a real taste of Venice. Every diner was served a Spritz upon arriving at the restaurant, whether they had ordered one or not. Norman’s desire for authenticity helped to skyrocket the spritz to popularity. “What fascinated me about Venice were the tiny wine bars, known locally as bacàri. They were packed with locals holding luminous orange drinks (spritz) in one hand and small Venetian titbits (cichèti) in the other. Here was real Venice. And I was hooked.”

Shortly after POLPO’s inception, Grupo Campari (owner of Campari and Aperol) began a huge UK marketing push. This resulted in the unprecedented popularity of the Aperol Spritz. Rumour has it that Grupo Campari only believed the time was right to launch the spirit in the UK after witnessing its immense popularity at POLPO’s humble Beak Street restaurant. Subsequently, each of POLPO’s restaurants now host a daily ‘Aperitivo Time’ from 3 to 6pm. The enticing offer of £5 Spritzes alongside complimentary bar snacks and Bella di Cerignola olives remains incredibly popular. So, there you have it, the surprising tale of how Aperol became London’s summer drink of choice. All thanks to a little help from a pioneering independent restaurant.

Looking for a private hire space in one of POLPO’s spaces? Check out our POLPO listings on VenueScanner to get your orange-tinted event off the ground!