Two words: Novare Serbando. In Italian this translates to “innovate while persevering tradition.” It is the motto and the heart of the infamous Fratelli Branca Distillery. The company, famous for producing Italy’s and arguably the world’s favorite amaro Fernet-Branca, recently celebrated the release of a coffee table book with a five-city tour across America. Founded back in 1845, now with a 170 year legacy, the iconic brand has continued to advance its extraordinary bitter-tasting liqueur and conquer domestic and international markets. Fernet Branca’s appeal is found in the distillery’s history, the product’s presentation, and above all, the flavor.
The book entitled, Branca: A Spirited Italian Icon, divulges the rich history of the Fratelli Branca Distillery. Naturally, the recipe and the secret behind the blend of 27 herbs and spices sourced from all over the world (4 continents to be exact) remains a closely guarded family secret. Edoardo Branca, sixth generation of the Branca family, led the tours in San Francisco, Portland, Los Angeles, Chicago, and New York. Before leading a vintage tasting, Edoardo delighted the crowds with engaging tales of the brand’s storied history. The book is now available to order on Amazon or Barnes & Noble. Ultimately, the message Edoardo delivered during the tour and the message to be deciphered in the book can be summarized in two words. Novare Serbando is a past, a present, and a future—it is Fernet-Branco.