italian tradition, since 1930
Amaro Alpino: art and label
In Trentino is born one of the most important founders of futurist movement in Italy:Fortunato Depero.
The far-sighted founder of Distilleria Alpina sees the importance of a vanguard label and Futurists modern design perfectly matches a brand new product as Amaro Alpino.
A collaboration starts between Laboratorio Depero and Distilleria Alpina. Futurist style becomes integral part of Amaro Alpino: its original label completely express the principal features of the artistic movement This artistic contamination further contributes to brand recognizability, but this is not the only occasion in which art changed Amaro Alpino history.
The new laws on the packaging of spirits and the need for more space in bars (which considered the 20-liter barrel too bulky) lead Distilleria Alpina to change the unmistakable wooden barrel.
A difficult decision for Distilleria Alpina: it’s certainly not easy to abandon its distinctive symbol, known by the consumer throughout the Italy. Pontillo’s greatest concern was to be able to give continuity to the brand image.
A double necessity: to bottle Amaro Alpino and find a new method to exploit its uniqueness. There is no better way than to keep the barrel, no longer in wood, but in ceramic. It was 1957 when Antonia Campi, the most famous Italian ceramic designer, was hired to create a barrel-shaped container with a capacity of two liters. The result is fantastic!
The result doesn’t make us regret the past!
Amaro Alpino is renovated in form, with the signature of two great artists in its distinctive symbol.
The spread of the ceramic barrel is huge and Amaro Alpino becomes an excellence, as well as one of the major Italian brands in the liqueur market Even today, the prototype of the barrel is exhibited in the MIDeC (International Museum of Ceramic Design) in Laveno as an example of innovation in industrial marketing.
Because of the massive growth of its popularity in the Sixties, you can spot Amaro Alpino in many Italian Author’s movies. Here you can find some examples, but we challenge you to find many more…
Cari fottutissimi amici (1994). In this 1994 film, by Mario Monicelli, Paolo Villaggio drinks a glass of wine under the notable banner of Amaro Alpino.
Che strano chiamarsi Federico (2013). In Ettore Scola’s last film, tribute to the friend Federico Fellini, the banner of Amaro Alpino is steady company in the background of the Roman Caffè where the movie is set. Il caffè che nel film era il ritrovo abituale del giovane Fellini e giovane Scola e dove i due erano soliti confrontarsi sulle tematiche di vita e di arte.
Call me by your name In 2017 Luca Guadagnino sets a scene of his film in a typical Eighties bar and uses the Amaro Alpino ensign. Questo film gli fa valere la candidatura all’Oscar come miglior film straniero. This film is worth the Oscar nomination as Best Foreign Film. We like to think that we have been part of it, with our history.