"In Milano we have the aperitivo culture," explains Mauro Mahjoub, who owns Mauro's Negroni Club in Munich but travels frequently to Milan as a brand ambassador for the Campari brand. "It means the people meet in the bar - and they do." Gratis appetizers or a buffet will often be served at a bar to encourage the cocktails to flow.
If there is an iconic aperitivo, it is the Negroni Sbagliato (the "Wrong Negroni"), says Mahjoub. "We drink it in every bar."
While a "correct" Negroni - another Italian classic - would be made with equal parts Campari, sweet vermouth and gin, the Sbagliato substitutes Prosecco for gin. It's a delightful drink with nothing wrong about it but the name.
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