Amaro market in Italy is worth €215 million annually.
Italy on Tuesday marks World Amaro Day, an international celebration of the Italian bittersweet herbal liqueur, traditionally served as an after-dinner digestive drink.
The annual homage to amaro on 28 October was launched last year by Amaro Lucano, the Italian company whose produce is based on a secret recipe containing a blend of more than 30 herbs, passed down by generations of the Vena family since 1894.
The aim of World Amaro Day is to highlight a drink that is no longer confined just to after-dinner drinks at home but one that encompasses regional identities, mixology creativity and new consumer habits.
Amaro market in Italy and new trends
The amaro market in Italy is worth more than €215 million annually, according to data compiled by NielsenIQ, with growing interest among under-35s who consider amaro not only as a digestif but as a cocktail ingredient and a “symbol of contemporary Italianness”.
One in three consumers say they also order it outside the home, an increase of nine per cent compared to a deacade ago, Corriere della Sera reports.
While still cherished as an after-dinner drink, amaro has become a staple in modern mixology, with bartenders using its complex bitter, herbal and spicy notes to create innovative cocktails.
Origins
The origins of amaro can be traced back to the Middle Ages when it was developed in monasteries and pharmacies as a medicinal tonic and herbal remedy, often to aid digestion.
These drinks were made by macerating various herbs, roots, bark and spices in alcohol.
The 19th century marked the beginning of commercial production as distilleries refined and bottled secret family recipes, giving birth to many of today’s brands, each known for their distinct regional styles.
Top amaro brands in Italy
Gruppo Caffo 1915: Famed for its Vecchio Amaro del Capo, a Calabrian amaro often served frozen.
Amaro Lucano: A historic, family-run company from Basilicata known for its classic Amaro Lucano.
Gruppo Montenegro: Owns Amaro Montenegro, a popular, lighter and more balanced amaro, and also Cynar (artichoke-based).
Fratelli Branca: Produces the intensely bitter, medicinal Fernet-Branca (from Milan), a well-known name globally.
Gruppo Campari: A major international player, their portfolio includes Amaro Averna (a rich, Sicilian amaro) and Braulio (an alpine amaro).
Ramazzotti: One of the oldest brands, created in Milan in 1815, now part of Pernod Ricard.
Beyond the bigger brands, Italy is also home to numerous smaller, often regional and artisanal producers, such as Nonino and Varnelli, who continue to make high-quality, distinctive amari.
