Of all the seasonal traditions and Christmas customs set to make a long-awaited return this year, one, it seems, stands head, shoulders and jumper above the rest – Friendsmas.
New research from Aperol reveals that Friendsmas – a get together with all the trappings of a traditional Christmas, but for friends rather than family – is going to be bigger than ever this year, with seven in 10 adults (70%) planning a long-overdue celebration with friends.
In response, the iconic Aperitivo has created the perfect attire for such occasions – the 2021 Merry Spritzmas jumper.
Made of 100% sustainable cotton, the limited-edition piece – back by popular demand after last year’s sell-out design – encourages friends to get together, as each one offers the wearer a complimentary pair of Aperol Spritz at The Alchemist bars nationwide. And on top of that, the proceeds of every sale go to hospitality charity, The Drinks Trust UK.
Ciao to Friendsmas again
The Merry Spritzmas jumper is released as research commissioned by the brand reveals that over one in four Britons (28%) are intent on more celebrations than usual to make up for lost time following the pandemic. As such, almost a fifth (18%) are arranging up to four gatherings with their besties this year.
And with good reason. The joy of getting together with friends and family was the thing the country missed most from last year’s Christmas (44%), with more than a quarter of people (27%) missing their Friendsmas celebrations most of all.
Festive knitwear appears to be the dress code for Friendsmas gatherings, as almost one in three (28%) of us plan to don a Christmas jumper around the Friendsmas table.
A third (32%) of this year’s Friendsmas gatherings are set to take place in a bar or pub, and almost two fifths of people (37%) are planning to celebrate over cocktails and good food. This is why Aperol is helping spread the joy of togetherness by giving away a free pair of Aperol Spritz at The Alchemist nationwide with every purchase including a new swing tag addition, so friends can kick start their Friendsmas get-togethers over a perfectly-served Aperol Spritz.
Seasonal stylings
This year’s Merry Spritzmas jumper design mixes an on-trend stitch with geometric elements borrowed from Aperol’s spiritual home of Venice, along with the Art Deco style that shaped Aperol’s appearance when it launched in 1919. These are combined with clever references to the drink itself, including the distinctive silhouette of the Aperol bottle and glass, Venetian fans transformed into the iconic orange slice garnish, and an Art Deco ‘ice cube’ pattern.
The piece is knitted with yarn made from 100% Better Cotton Initiative cotton – a group committed to promoting better global standards in cotton farming and practice – and retailing at £35. All proceeds are being donated to The Drinks Trust, a charity which provides care and support to the people who form the UK drinks industry workforce, both past and present.
Loris Contro, Campari Group UK Italian Icons Brand Ambassador, says “In the UK and Italy, coming together with friends is such an important part of Christmas. We wanted to help spread some festive cheer by creating the perfect jumper to wear at these Friendsmas celebrations – one that doesn’t just give you something stylish to wear, but also gives you a pair of Aperol Spritz to share, too.
“But Christmas isn’t just a time to reconnect; it’s also a time to give back. So, the jumper is not only made from sustainable fabric, but all proceeds will go to The Drinks Trust – to help those most in need in the hospitality industry, after an incredibly tough couple of years. Salute, and Buon Natale!”
A perfect gift on any Aperol enthusiast’s wish list, the Aperol Merry Spritzmas Jumper is now available to buy from the Aperol UK Esty shop. But hurry, after selling out in just one-week last year, fans will need to act fast to bag the Christmas essential in time for this year’s festive get-togethers!
