In the town of Urbino, Italy, Father Andrea Ricatti has earned the playful nickname "Don Perignon" after enticing young people to attend Mass by offering free non-alcoholic spritz.
The initiative, however, has sparked controversy due to a promotional poster Father Ricatti created.
The poster, which advertised a two-for-one deal of Mass and a non-alcoholic spritz, featured an image of Jesus alongside the Holy Communion, altar wine, and a glass of the cocktail.
This combination led to backlash from conservative groups who felt the poster was inappropriate.
Father Ricatti, who introduced the initiative shortly after being assigned to the parish last October, acknowledged the criticism and apologised. He quickly redesigned the poster, removing the imagery, according to The Telegraph.
Despite the initial backlash, the initiative has been successful, drawing around 50 young people each week, with numbers sometimes reaching 100 on special occasions.
"I understand that some people were offended," Father Ricatti told the outlet.
"I never intended to upset anyone.
"The nickname 'Don Perignon' made me laugh, but I take people's sensitivities seriously."
In Italy, "Don" is a common title for priests, equivalent to "Father" in English. While some critics have argued that church attendance should not require incentives, others have responded more humorously on social media. One user on X wrote "In the name of the Father, the Son, and the Holy Spritz," while another joked, "Sex and samba? No. Mass and spritz".
Father Ricatti told the outlet that his goal is to foster unity and a sense of community within the church, particularly among young people. He said: "This parish is focused on engaging young people, and we wanted to find a way to make them feel welcome at Sunday Mass.
"Pope Francis has emphasised the importance of connecting with young people, and this is our way of doing that."
This controversy is reminiscent of a similar outreach effort by Father Antonio Maria Cossu in Sardinia earlier this year. Father Cossu faced criticism for delivering sermons in a local bar, where he shared the gospel over a beer.