#United States #New York #Italian Amaro #Dr Zero Zero #Amari

The Resurgence of Italian Amaro in the U.S.

The world of beverages is witnessing a delightful shift as Italian Amaro, the bittersweet herbal liqueur once restricted to after-dinner drinking, is now capturing the hearts of many across the United States. Once a hidden gem, Amaro is quickly becoming a staple in trendy bars, restaurants, and even at home, served not only as a digestif but also as a vibrant aperitif or a key ingredient in cocktails. Recent data indicates a staggering 143% surge in Google searches for Amaro over the past five years, showcasing its growing popularity.

The demand for imported Amaro brands like Campari and Aperol has grown impressively, with double-digit increases reported in sales. Additionally, American-made Amari, such as Forthave Spirits, Faccia Brutto, The Pathfinder, and St. Agrestis, are rapidly gaining traction in the market. This renaissance is not just limited to traditional consumers; it signifies a broader cultural acceptance and enthusiasm for complex flavors among new generations of drinkers.

Non-Alcoholic Alternatives on the Rise

Concurrently, the non-alcoholic beverage market is booming, driven by events like Sober October and Dry January. The appetite for non-alcoholic alternatives is changing how spirits are perceived and consumed. In 2023, the U.S. non-alcoholic spirits market was valued at around $385.4 million and is projected to reach $681.5 million by 2030, with an impressive compound annual growth rate (CAGR) of 8.7%. Notably, Millennials and Gen Z are at the forefront of this movement, with over 60% of Gen Z preferring non-alcoholic options in social scenarios, making them the most sober-curious demographic yet.

A Stellar Example: Dr Zero Zero

One of the trailblazers in this non-alcoholic trend is Dr Zero Zero, an Italian brand from Trieste, which has introduced its version of Amaro called AmarNo. This innovative beverage combines traditional botanicals found in classic Amari with an alcohol-free twist. Dr Zero Zero AmarNo has swiftly claimed its place in the industry, receiving notable accolades such as the Double Gold Medal at the 2025 International Non-Alcoholic Competition, as well as being awarded the title of Best Italian Amaro 2025 by trade experts among more than 200 competitors.

What sets AmarNo apart is its rich and complex flavor profile that mimics its alcoholic counterparts without the intoxicating effects. Since launching, it has experienced remarkable growth in North America, with its availability expanding to over 200 retailers, bars, and restaurants, in addition to being sold on platforms like Amazon.

AmarNo’s authentic herbal complexity and smooth finish have garnered positive attention from wellness advocates and cocktail aficionados alike, making it a crowd favorite among mixologists looking to craft sophisticated non-alcoholic concoctions.

Giovanni Cozzi, the founder of Dr Zero Zero, emphasizes that “AmarNo is our response to the modern drinker's craving for complexity, ritual, and authenticity—without the alcohol. It’s not just a substitute; it’s a new standard for what a mindful drinking experience should be.”

As Amaro continues to grow in popularity alongside non-alcoholic options, this bittersweet liqueur stands at the intersection of tradition and modern tastes, inviting an array of enthusiasts to explore its rich heritage in new, innovative ways.

In conclusion, the rise of Amaro, both alcoholic and non-alcoholic variants, marks a significant shift in the beverage landscape of the United States.

For those eager to delve into this flavorful journey, understand that Amaro is more than just a drink; it's a cultural experience that bridges the gap between tradition and modern consumption habits.