The First World Amaro Day
A New Era for Bitter between Innovation, Mixology and Sustainability
Today, October 28, we celebrate the first World Amaro Day, a day that honors not only a historic drink, but a true symbol of Italian and international tradition. Yet, this event goes far beyond the classic image of amaro as a digestive. World Amaro Day is an opportunity to reconsider the role of amaro in contemporary culture, transforming it from an end of the meal to a protagonist of modern mixology and a vehicle for values such as environmental and social sustainability.
From Traditional Bitter to Contemporary Mixology
For many, bitters are associated exclusively with an end of a meal, enjoyed to end a meal on a high note. However, in recent years, it has taken center stage in creative blends and refined cocktails, showing its potential as a versatile and surprising ingredient. Bar tenders and mixologists are exploring new combinations, enhancing the bitter in contemporary cocktails that bring out its aromatic, bitter and spicy notes. This evolution not only expands the use of bitters, but also changes the image we have of this drink: no longer relegated to a specific moment of the meal, but an integral part of the drinking culture.
Creating an Imaginary: Values of Sustainability through Bitter
The evolution of bitters is not only about taste, but also about the values that accompany it. More and more consumers are choosing products that reflect a concrete commitment to the planet and society, and bitters can become a medium to convey these values. Each bottle of bitters represents an opportunity to tell a story of sustainability, linked to the choice of natural ingredients, environmentally friendly production, and social commitment. Amaronauta, for example, not only offsets its CO₂ emissions, but also actively collaborates with Plastic Free Onlus to reduce its environmental impact and formally commits itself by including social and environmental goals in its bylaws as a benefit company.
Bitter, then, is not just a drink, but a way of telling a story of responsibility. Sustainable production is only the first step: today, thoughtful brands like Amaronauta create an experience that combines product quality with respect for nature. Every sip can tell the story of commitment to choosing natural raw materials, protecting the communities involved, and respecting the environment. Thanks to World Amaro Day, we can imagine a future in which bitters are not only a personal pleasure, but also an opportunity to contribute to collective well-being.
A Thank You to Amaro Lucano for this Initiative.
On this day, special thanks go to Amaro Lucano, which, to celebrate its 130th birthday, promoted the first World Amaro Day. Thanks to this initiative, we have the opportunity to rediscover a traditional product with a new perspective, imagining it not only as a liqueur, but as a symbol of sustainability, creativity and awareness.
On this World Amaro Day, we raise a glass to a more sustainable, inclusive and innovative future. And whether it's through a cocktail or a sip of plain bitters, let's celebrate a new era that looks respectfully to the past and enthusiastically to the future.
Happy World Amaro Day!
