From Lucania to the world, Amaro Lucano is a standard bearer of Made in Italy excellence that has spanned 130 years of history without losing its essence.
Amaro Lucano, an All-Italian Story
Created in 1894 thanks to the intuition of Pasquale Vena, this elixir has conquered palates and hearts, becoming a timeless symbol of Italian conviviality. “Amaro Lucano is a piece of our culture”, says Letizia Vena, senior brand manager and the family’s fourth generation at the helm of the company. “The secret recipe encapsulates the soul of Basilicata”.
The link with the region is tangible at the Essenza Lucano Museum in Pisticci, where history and innovation come together. “We want visitors, especially young people, to appreciate the value of tradition. But we also explore new frontiersto meet the tastes of the new generations”. This vision has spawned products such as Essenza Lucano, a premium amaro, and Lucano Amaro Zero, a non-alcoholic version that appeals to Millennials and Gen Z who are mindful of well-being. It’s about innovating while respecting brand identity.
Amaro Lucano in the contemporary Mixology
“We want the amaro to transcend people’s age while remaining contemporary”. This is why the company hasn’t forgotten the importance of contemporary mixology. “As an official sponsor of The World’s 50 Best Bars and Asia’s 50 Best Bars, we’re working with international bartenders to reinterpret amaro from a new viewpoint, which is another way to communicate with everyone, including young people, showing the versatility of our product”.
The World Amaro Day
And speaking across the board, every year the label produces new limited editions conceived by leading artists, such as Lodola, Dicò, Volpicella, Mascoli and Poe, with the latest development being World Amaro Day planned for 28 October. “We want to bring together all amaro producers and throw a big party open to the public celebrating Italian excellence. It’s an invitation to rediscover an authentic piece of our cultural heritage”. Because Amaro Lucano is capable of interweaving the roots of the past with the challenges of today. Like a taste bridge connecting generations, regions and cultures, demonstrating that true excellence can evolve without ever losing its soul.
The article first appeared on Coqtail – for fine drinkers. Order your copy here
Images credits of Coqtail srl and Julie Couder, all rights reserved
