Spirit and Spirits. Religion and lifestyles

'Spirito and Spirits' is a pun highlighting the interconnections and parallels between the holy and the profane, the world of religion and the world of life. The word spirito ('spirit') immediately recalls 'spirituality', a broad concept implying more defined categories, such as religion. The experience of spirituality is characterized by tailored attractors, by varied practices and beliefs that combine in many different ways to create pluralism. The purpose is always the same : to overcome the current state to reach transcendence. Here spirits come into play; they are the preferred path toward overcoming this earthly dimension. Since prehistoric times alcohol has been present in men's lives. Different religions address the use of alcohol in various ways. Alcohol consumption today involves 'new rituals' that the barman celebrates at the bar counter for a community of consumers seeking the emotional experiences of transcendence. The approach is certainly guided by consumer oriented strategies, where multinational alcohol companies play important roles in orienting the market and the trends with ad hoc investment. The result is the creation of a lifestyle intended to be a sharing of experiences, practices, symbolism and new rituals, where individuals recognize themselves and give meaning to their lives.