To give consumers a break from festive shopping, Aperol Spritz launched a three-night Festive Spritz window inspired by Florence’s historic wine windows.

The installation took place between the 2nd and 4th December at St Christopher’s Place, Mayfair. The activation has been designed to offer shoppers a moment of pause in the midst of Christmas chaos.

Born from the insight that over half of (53%) of Brits feel ‘frenzied’ in the run up to Christmas, the Festive Spritz Window was designed to embrace the Italian concept of ‘slow living’.

Inviting passers by to ring a bell through a wine window and enjoy a free Aperol Spritz, the pop-up was inspired by Buchette del Vino, or 'wine windows,'; an ancient, small, arched opening found in the walls of historic Florentine palaces, which were first used by noble families to sell wine directly to the public. 

The installation capitalised on the growing popularity of ‘wine windows’, which have seen an uptick in social media searches in recent years. According to Aperol there has been an increase of 100% in searches year on year for ‘wine windows’ between 2024 and 2025. 

“Traditional Florentine wine windows represent an authentic ritual of connection. We want Brits to pause the frenzy, step into a slice of Italian history, and enjoy a vibrant Aperol Spritz with their friends and family. Our research shows half (47%) of Brits want to adopt this Italian spirit during the festive period, so we’re ready to bring a taste of the Italian life to them,” added Loris Contro, Italian Icons Brand Ambassador at Campari Group UK. 

Serving up a slice of Italy and offering customers a chance to pause and connect, the pop-up successfully punctures the chaos of the festive season.