The ready-to-drink market—comprising pre-mixed, ready-to-consume drinks with low or zero alcohol content—is growing in Italy, following the trend that has already reshaped leisure consumption in the US. It's no surprise, then, that a historic brand of Italian (specifically, Piedmontese) drinking culture is launching a new label that modernises a legacy of design, taste, and market savvy. Contratto, a company founded in Canelli in 1867 and now owned by Giorgio Rivetti, in collaboration with Luca Gargano (Velier) and Paolo Dalla Mora (Gin Engine, Vermouth & Bitter Strucchi, and Sgrappa), introduces Contrattino, a low-alcohol aperitif (5.5%) that aligns with both the house tradition and mainstream Italian mixology.
The face of this meticulously planned operation—from the Art Deco-Modernist style bottle design to the distribution and retro-chic image—is a chef who is both highly popular and mainstream, much like the new aperitif: Antonino Cannavacciuolo. His blend of Neapolitan charm and acquired Piedmontese sophistication makes him the perfect ambassador, capturing the public imagination with his compelling, almost risorgimental, yet roguish look. Recognising the potential in the ready-to-drink sector, high-profile chefs are diversifying, following ventures into snacks and mineral waters with pre-mixed drinks.
The historic poster by Mario Gros. At the beginning, the photo with the chef ambassador.
Contratto: a blend of history and modernity from Piedmont
Contrattino, the new ready-to-drink aperitif, is the latest in a long line of Italian aperitifs dating back to the early 20th century. In 1933, Contratto introduced its Bitter, which evolved into Contratto Aperitif two years later. The journey towards true ready-to-drink offerings began in 1936 with the launch of Tonic Normal G. Contratto Canelli, which in the 1950s—during the post-war economic boom—expanded into Tonic Normal and Tonic Bitter versions. The new Contrattino bottle's design, combining elegance with a sleek, linear form, reflects this Piedmontese and fin de siècle heritage, crafted by a think tank led by Rivetti, Dalla Mora, and Velier, and prominently featuring Cannavacciuolo’s face.
The new Contrattino
The new label, distributed by Velier and endorsed by Cannavacciuolo, is a contemporary ready-to-drink aperitif that nods to the Piedmontese tradition: low alcohol content and a floral flavour with a refreshing bitter note that balances the initial sweetness. Its colour comes from the use of black carrot juice. Furthermore, aligning with modern trends, all ingredients are organic. It's a perfect summer label and in tune with Gen Z consumption trends: a well-designed, ready-to-drink product.
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