At the Bar Show Fratelli Branca Distillerie celebrated Carpano, Ulianas: 240 years of history that we bring to the world

At the Bar Show, Italy's leading international event dedicated to the beverage, mixology, and hospitality industries, the brand showcased its results, confirming its strength in the contemporary market, demonstrated ever since 1786, when Antonio Benedetto Carpano developed the formula in Turin that would give rise to a category that, in the centuries to come, would become part of the international aperitif and mixology culture. A long and rich history, which reached a pivotal point in 2001 when Fratelli Branca Distillerie completed its 100% acquisition of Carpano, has continued through the last decade, when, as the company explained, volumes in Italy have quadrupled, while Germany, the United Kingdom, Spain, and Greece have recorded double-digit growth rates, with Germany remaining the best-performing market. The secret? While different markets require different activation methods, the brand's positioning, product quality, and connection to Italian Vermouth culture remain constant. "It is on this combination that the Group is building Carpano's international growth," the company emphasizes.

To celebrate its 240th anniversary, Carpano wanted to tell its story in the capital, connecting the origins of Vermouth with the way the category is known, served, and interpreted by mixology professionals today.

Nicola Ulianas, Global Head of Advocacy and Ambassador for Branca Distillerie, who has been carrying the family name around the world for 18 years, told Agen Food more.

“Carpano is a brand acquired by the Branca family,” he explained, “which gave it a second lease of life, maintaining the original vermouth recipe unchanged. Even today, after 240 years, it still gives everyone the chance to taste its flavor exactly as it was born.”

What is the market situation like for your segment?

Well, the company is doing very well. The Branca family's business is now 180 years old, so it has certainly weathered any period of deployment and difficulty, with a very simple 'secret': maintaining high quality, respecting tradition, respecting production methods, and focusing heavily on the product. Even today, in a market that is likely experiencing inflections and is changing, not compromising on quality is the philosophy that is driving us forward. Consumers, both abroad and in Italy, appreciate this choice. Carpano and Branca, in any case, are a benchmark in this market segment. Today, all we do is keep the promise the company's founder made, and we remain true to ourselves. A company like Branca, which is a company built on 'tradition,' has understood that tradition is not an anchor that keeps you stuck in the past, but rather a kite, a sail that carries you towards the future.

How does Italy 'position' in the international market compared to the rest of Europe and the world?

When it comes to the world of aperitifs, vermouths, and bitters, I think I can say that almost 100% of those who belong to this category draw inspiration from the Italian scene. Even in the hospitality world, the Italian model is becoming increasingly important. I've been working in this sector for 25-28 years now, and regarding the evolution of cocktail menus, I can say that in the last 15 years, we've gone from a menu that didn't include any bitters, or perhaps at most had just one drink with bitters or vermouth, to having almost the entire menu featuring ingredients that are bitters or vermouths, or in any case, ingredients that are reminiscent of the world of Italian aperitifs. Consumers now have a palate ready for this type of consumption; these products lend themselves to mixology as it has evolved today, much lighter, more approachable, and obviously closer to the world of food. Today, pairing with food is essential; offering drinks with food, pairing, or in any case, creating a sense of connection, is essential. A menu that also includes food. Today, it's a central element of hospitality. Well, all those drinks that can be paired with vermouth and bitters lend themselves perfectly to this pairing, more so than other product categories like rum, whisky, or mezcal. Because vermouths are wine-based products, and from this derives a natural 'closeness' to the world of food.

What is your position on the 'problems' posed by the European Community, which have resulted in the controversial issue of alcohol labeling?

We are already promoters of responsible drinking; we don't advocate 'drinking a lot' but 'drinking well.' We promote our drinks and products both neat and sparkling, thus significantly lowering the alcohol content. By specific choice and intention of the company, we focus on the idea of ​​'social' drinking, therefore with friends, family, relatives, colleagues, as long as it is a moment of social interaction. Regarding the wording on the labels, however, we must refer to everything established by the European Community but also to what is established in the 160 different countries we serve, because each country has its own rules. Furthermore, we have completely different alcohol content levels for different products. From 39% for Fernet, to 28-25% for Caffè Borghetti, up to 16% for Vermouth, so we cover a very wide range. Each market has its own rules, which we obviously follow, never to the detriment of the product, whose quality is paramount. It's everything and it must be certified. We are promoters of certifications; we've sought some for products where they didn't yet exist. We essentially created those certifications ourselves, so we're also a company that creates quality standards that are then followed and used by others. This is what sets us apart."