A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

A Guide to All Creative Directors

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Beyond the Spritz, there's another Italian drink Americans are loving

Interview with Katie Parla and Lindsay Eshelman

Beyond the Spritz, there's another Italian drink Americans are loving Interview with Katie Parla and Lindsay Eshelman

The aperitivo has now made its way abroad. After all, for Italian tradition, it wasn’t hard to win the hearts of foreign tourists: picture a seaside spot, the sunset, a table with two Spritz, and a platter of appetizers, and the deal is sealed. In Italy, the aperitivo is seen as a ritual, a unifying moment that comes alive especially in the warmer months of the year to bid farewell to the sun before evening falls. Perhaps this is why the Venetian Select has become an integral icon of the tradition. Born in 1920 in the heart of Venice, Select is the result of the artisanal work of the Pilla distilleries, crafted from a blend of thirty different botanicals and a slow, complex maceration process. Beyond the Venetian Spritz, another drink is winning the hearts of Americans who have discovered the charm of the aperitivo: Amaro Montenegro, another cornerstone of Italian tradition.

Amaro Montenegro was born thanks to Stanislao Cobianchi, a young man from a prominent Bolognese family who, passionate about alchemy and exploration, traveled the world in search of adventures. Tasting all the flavors he encountered on his journeys, Cobianchi collected all the botanical essences that amazed him. Upon returning to Italy, the young alchemist began working on his discoveries, leading to the creation of liqueurs and elixirs, and in 1885, he inaugurated Amaro Montenegro and the Cobianchi Stanislao Steam Distillery. Although the drink’s flavor is inspired by overseas ingredients, the tradition of amaro has its roots in Italy, more specifically in Ancient Rome (and Greece): it is a base of alcohol infused with herbs, roots, flowers, and spices. Amaro Montenegro owes its typical amber color to the sweet-bitter orange, blended with lime and mandarin; marjoram and thyme are combined with incense and eucalyptus, while subtle toasted notes give the drink an elegant finish. It was named after Elena of Montenegro, wife of King Vittorio Emanuele III, who inspired Cobianchi.

For Katie Parla, an American author, chef, and food critic currently based in Rome, the success of Select and Amaro Montenegro lies in the tradition and uniqueness of the drinks they have contributed to over the years. «Select can be included in the greatest Italian cocktails based on red bitter liquor, giving them a distinctly Venetian touch,» explains the critic, citing examples like the Americano - «as informal as it is elegant» - the Garibaldi - «simple yet impactful» - and the Venezia-Torino - «pure Italian tradition in a glass, no frills, no distractions» The food critic explains that the cross-border spread of the aperitivo owes its success to «Italophile mixologists and consumers always thirsty for Italian novelties. Sure, there are still beer and whiskey-based happy hours, but now more than ever, bars and restaurants across America are highlighting the spirit of the Italian aperitivo, which is a subdued and sophisticated version of the high-octane happy hour».

Lindsay Eshelman, head of marketing at Gruppo Montenegro, explains that Select and Amaro Montenegro in America meet the need for innovation outside Italy: «The United States is very interested in discovering authentic Italy right now, through social media and, of course, by traveling to Italy. Since the Select Spritz overflows with originality and true Italian history, U.S. consumers are drawn to its authenticity.» The secret of the bitter and amaro’s success in America, Eshelman asserts, lies again in the Italian roots of the two drinks, emphasizing that «in the United States, there is a strong desire for everything Italian right now. From fashion to media, the U.S. market is embracing authentic Italian style, including food and beverages. Everyone in the U.S. has seen a bottle of Amaro Montenegro with its iconic shape. But now, thanks to the growing interest in aperitivo culture, consumers are demanding it.» Adding to Amaro Montenegro’s growth, the head of marketing notes the popularity of the “M+M” (Amaro Montenegro and Mezcal), which has led to its growth not only in the most renowned bars but also in everyday consumption. «Don’t believe it? - Eshelman adds - Go to your favorite bar and ask for an ‘M+M’: the bartender will be thrilled that you know this ‘secret’ combination.» Joining this is the Monte Soda, a drink that, as the representative highlights, is gaining popularity among Gen Z for its low alcohol content.

Now that Select and Amaro Montenegro have made their way into American bars, kitchens, and homes, Gruppo Montenegro is left with accelerating expansion. «Starting in the spring, the brand will organize aperitivos in New York, Boston, and San Francisco» anticipates Eshelman, «for the third consecutive year, the brand will host the ‘Longest Aperitivo Hour’ in conjunction with the Summer Solstice at the Surf Lodge in Montauk, New York.» In addition to celebrating the longest day of the year with a community of fans, in 2025, Gruppo Montenegro will strengthen its partnership with Ducati to further celebrate «Italian excellence in the world,» adds Eshelman. «Moreover, Select continues to grow and remain directly involved in Venice, with the recent opening of Ca’ Select concludes the head of marketing for Gruppo Montenegro, recounting a new Select Aperitivo location in the Cannaregio district of Venice, transforming a former industrial workshop into a refined space where visitors can explore the brand in a quintessentially Venetian environment.