The First House of Amaro

1815
THE BEGINNING

At the beginning of the 19th century, well before the unification of Italy, the particular Italian situation, driven by popular uprisings and political instability, made spices difficult to find in Milan. Despite the context, thanks to his passion and personal initiative, a young entrepreneur and aspiring herbalist created something unique in a small laboratory. It was 1815 when Ausano Ramazzotti made several experiments blending indredients from all over the world like Italian sweet orange peels, gentian, rhubarb, turmeric and rosemary.
Aiming to create a flavored drink, tailored to be enjoyed at any time of day, Ausano created Amaro Ramazzotti, a harmonious blend of 33 spices, herbs, flowers and fruits. The recipe is still kept secret, from generation to generation.

1848
THE FIRST BAR

Few years after, Ausano Ramazzotti’s blend of 33 spices, herbs, flowers and fruits had conquered the heart of the city. The first bottles of Amaro Ramazzotti began to appear everywhere in bars and lounges, as the perfect company to the favorite reading of the time: La Gazzetta di Milano.
However, it was yet not enough for Ausano. Driven by the same thirst for change and growth that sourrounded Milan, Ausano began to explore the places where noblemen used to meet.
In 1848 he found the perfect place – just a few steps from the iconic Milan Cathedral, in Via Santa Margherita – to open his firts bar and to serve his Amaro: the first non-wine-based Italian liqueur.
Amaro Ramazzotti soon became Milan’s favorite bitter liqueur. Suitable to be drunk at any time of the day with coffee or as an aperitif or digestive, it perfectly represents that Milanese epoque, the symbol of a new Italian lifestyle. The unique flavor of our Amaro was now ready to conquer the world.

1866-1959
A CENTURY OF GROWTH

After creating a thriving business for over 50 years, Ausano passed away leaving the company to his family, the Ramazzotti brothers. They were so strengthened by the company’s success that decided to expand the distillery. During the II World War the distillery was completely destroyed but the family was determined to rebuild it: it was a true demonstration of the Ramazzotti brothers’ determination to succeed and to carry on the family tradition. In 1959 the Family decided to spread the brand all over the world and the unmistakable red and blue label turned into an international icon.
Between the 1920s and 1940s the first advertising campaigns were launched: thanks to famous illustrators such as Seneca, Dudovich, Boccasile, Araca and Cappiello, they were recognized as true moderns pieces of art.
Ramazzotti soon became a style icon and a protagonist in modern communication.

1960-1970
A GROWING FAMILY

At the beginning of the 1960s, the Ramazzotti family decided to extend the portfolio of products. Amaro Menta was born as a refreshing after-meal alternative: a light, mint-flavored liqueur characterized by distinctive notes of mint and vanilla.
The know-how and flexibility acquired over the years allowed Ramazzotti to become a competent player also in other spirits categories, like aniseed liqueurs. Within a few years indeed Ramazzotti launched Sambuca Ramazzotti with its armonic and complex taste profile: sweet, decisive and typically Italian.

1980-1990
LA MILANO DA BERE.
THE ITALIAN ICON OF THE ERA

In 1985, Ramazzotti’s TV payoff “Milano da bere” turned the brand into an authentic icon.
With an open-minded dynamic City in the background, the campaign tells the love for life and those happiest moments shared with friends. It represents everything Ramazzotti stands for. “Milano da bere” was created by Marco Mignani and has become a part of the language of the times, similarly to Rome’s “Dolce Vita” in the 50’s. The slogan fits perfectly the imaginery of Milan, a city which is “reborn each morning, beating like a heart. Be as Milan, be positive, optimistic, efficient. Live, dream and enjoy Milan… the Milano da Bere”.

2009-2014
INTERNATIONALIZATION AND INNOVATION

In 2009, Amaro Ramazzotti scored 10 million liters sold. Ausano’s dream had came true: it was the first Italian exported bitter all over the world.
Ramazzotti’s tension towards innovation continues today. In 2015 the Brand launched Aperitivo Rosato: the new fresh and light aperitif, with its unique blend of fruity and floral flavours.
The aromas of hibiscus and orange blossom make the new product versatile and suitable for easy-to-drink cocktails such as Rosato Tonic.

2015
200 ANNI DA BERE

In 2015 Ramazzotti celebrated its 200th birthday. Since 1815, Ramazzotti has been playing an important role in the lives of many people and countries. Its legacy and the quality of its products have been vastly appreciated. Just think about it: maybe your grandfather’s grandfather’s grandfather was used to chose an Amaro Ramazzotti to accomplish his meal. Always a good choice.

2018
THE NEW BRAND IDENTITY

Today Ramazzotti is globally recognised as a true story of effortless quality.
The latest restyling of the brand look in 2018, which touched and revamped all the packaging elements, is indeed a tribute to its long heritage, quality and determination to bring the taste of Italy to the world.

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