The Italian early-evening ritual of a light, bitter drink and small bites before dinner, built around sociability rather than speed. Brands in the category trade on elegance and ease, which is why a polished, playful leading man made such a natural ambassador. Jonathan Bailey’s aperitivo campaign during his title year presented him as the living embodiment of that relaxed, golden style.
(Barbie Simons / Wikimedia Commons (CC BY 4.0))
Mentioned in: Jonathan Bailey Reflects on His Year as the Sexiest Man Alive — and Shares Some Advice for His Soon-to-Be-Announced Successor