by InTrieste
In the serene town of Urbino, Italy, a Franciscan friar’s unconventional approach to attracting younger worshipers has ignited a heated debate. Brother Antonio Ricatti, in a bid to revive attendance at the Sunday evening Mass, introduced a promotion offering a free spritz—a popular Italian aperitif—to churchgoers.
The initiative, dubbed “Messa and Apericena,” was publicized through a poster displayed outside the university parish of San Domenico. The poster juxtaposed images of Jesus and Holy Communion with a glass of spritz, a move that quickly drew ire from some local residents and churchgoers.
The visual association of the sacred Eucharist with an alcoholic beverage led to accusations of irreverence. Critics argued that the promotion trivialized the sanctity of the Mass, reducing it to a mere social event. The backlash prompted Brother Ricatti, along with his bishop, to issue a formal apology.
“I apologize if the title and the proximity of the images of the Eucharist and spritz offended anyone’s sensitivity,” Ricatti said in an interview with local media. He emphasized that the intent behind the campaign was never to diminish the reverence of the liturgy but to engage younger audiences and foster a sense of community.
“The liturgy is sacred and cannot be touched,” Ricatti continued, underscoring his commitment to preserving the sanctity of the Mass. His primary goal, he explained, was to create a bridge between the religious ceremony and a moment of social gathering, aiming to draw in young people who might otherwise be distant from the church.
The controversy highlights the ongoing struggle within the Catholic Church to connect with a younger generation while maintaining traditional values. As the debate continues, the Church in Urbino faces the challenge of finding new ways to engage its community without compromising its core principles.
