For decades, amaro was the final glass. The drink that arrived at the end of a meal, almost out of habit, without anyone really asking for it. A digestif. A category the industry treated as secondary.
And yet, behind those bottles, there was something the market was ignoring: recipes preserved for centuries, Alpine herbs and Mediterranean roots, aromatic balances that no other liqueur tradition in the world can replicate with the same depth. Italy is famous for its more than three hundred varieties of amari, all officially catalogued. Every region, often every valley, has its own.
However, for a long time, all of this remained in the shadows.
The change came from outside
The change came from outside.
The first to understand that there was something extraordinary in amaro were the bartenders of New York, London and Tokyo, not Italian producers. They used it in cocktails where it was not just a simple modifier, but the protagonist. Through this choice, they gave this category back one essential element: a story to tell.
When a bartender begins to explain the origins of an amaro, the herbs it contains and its bold flavour, we realise that we are not simply drinking a digestif, but a product of value. This shift in perception has created a real commercial opportunity, especially in the Ho.Re.Ca. sector.
Who buys amaro today
The consumer who goes to a high-quality bar and asks for an amaro is not necessarily looking for the most famous brand. They want the right one. The one the bartender knows how to explain. The one with a real story behind the label.
This trend is not merely temporary. It is a measurable maturation of the market, reflected in several indicators: the steady growth of craft bitters across Europe, the increasing demand for training among front-of-house professionals, and the growing interest in botanicals and niche producers.
The professional who knows how to read this change has a real advantage. They are not just selling a digestif, but an experience.
Amaro in the Ludovico Soranzo catalogue
At Ludovico Soranzo, Italian liqueurs and digestifs are not a filler category. Our selection is the result of a very clear criterion: only products with a distinct identity, a verifiable history and real potential in the professional channel.
Our catalogue, with more than 1,500 references, includes bitters and amari designed for those who want to stand out, not for those simply looking for the best-selling product.
Why now is the right time
The return of amaro has not yet reached its peak. It is emerging as a category in expansion, with considerable growth margins in the Ho.Re.Ca. and specialised retail sectors. Those who present the right references now, and know how to tell their story, have an advantage that latecomers will not easily be able to recover.
Amaro is the most Italian category of all. Complex, layered and deeply rooted in the territory. And, as often happens with the most authentically Italian things, the world discovered it before we did.
Now is the time to make up for lost ground.
