#United States #New York #Fernet-Branca #Borghetti #Carpano

Branca USA Kicks Off 2025 with Interactive Brand Activations

Branca USA, the American subsidiary of the renowned Italian distillery Fratelli Branca, is set to introduce a series of engaging brand activations throughout 2025. These initiatives aim to connect cocktail enthusiasts and industry professionals with its celebrated brands: Fernet-Branca, Borghetti Espresso Liqueur, and Carpano Vermouth. The launch took place at the Arizona Cocktail Weekend, marking a vibrant start to a year-long celebration of the iconic Italian spirits.

A Commitment to Heritage and Innovation

Established in 2019, Branca USA was formed with the purpose of sharing the storied heritage of Fratelli Branca's products with American consumers. With roots tracing back to 1845, the company retains traditional values while continuously adapting to modern consumer tastes. This year's activations showcase Branca USA’s dedication to creativity and innovation, as they strive for substantial growth in the U.S. market. Notably, Fernet-Branca has become a leading player in the amaro segment within on-premise spaces, marking significant growth in 2024.

Chris Watt, CEO of Branca USA, expressed the company’s ambition, stating, "We are deeply committed to preserving the rich heritage of our brands while pushing the boundaries of innovation in the spirits industry." The company aims to double its revenue in five years by creating enduring brands that resonate with American drinkers, driven by creativity and a passion for excellence.

Celebrating 180 Years of Fernet-Branca

This year is particularly special as it marks the 180th anniversary of Fernet-Branca. The celebrations include a unique carnival-themed event designed by the Brooklyn-based collective Madwell, which features a variety of immersive experiences. Attendees at the Fernet-Branca 180th Carnival of Culture can explore the colourful universe of this bitter amaro, known as the Bartender's Handshake. This staple of the cocktail scene connects bartenders and enthusiasts through its bold, intricate flavor profile.

Borghetti’s “La Dolce Vita” Experience

In addition, Branca USA will introduce the Borghetti Ape Café to bring a taste of Italian lifestyle to participants across various events. This charming mobile café, styled as a Piaggio Ape, allows guests to indulge in Borghetti Espresso Martinis while enjoying an immersive sensory experience reminiscent of Italy's vibrant coffee culture. Borghetti is riding the wave of the popularity of espresso martinis, making remarkable progress in the U.S. coffee liqueur market—recently clinching a spot in the Top 10 Coffee Liqueurs nationwide.

Educational Opportunities at Carpano Academy

Branca USA is also launching the Carpano Accademia, a platform aimed at training the next generation of bartenders and trade professionals. Under the guidance of Matteo Bonoli, the Academy will facilitate interactive experiences, highlighting the rich history and versatility of Carpano’s vermouth selections, including Carpano Dry, Bianco, and Rosso, amongst others.

Branca USA's activations will continue throughout the year, showcasing at key events across insightful U.S. cities such as New Orleans, San Diego, Portland, Chicago, Miami, Monterey, and New York City.

Merchants of the Know National Tour

As a part of the anniversary celebration, the President of Branca USA, Edoardo Branca, will embark on a national tour dubbed “Merchants of the Know.” This journey focuses on recognizing bars that have gone above and beyond in promoting Fernet-Branca. The chosen establishments will receive exclusive recognition, including a certificate and the unique “Bronze Fernando” mascot statue.

Edoardo emphasized the significance of these relationships, stating, "It’s a privilege to embark on this tour to thank the bars that have been loyal supporters of Fernet-Branca throughout the years. This tour is a celebration of the relationships that make Fernet-Branca so special."

Looking Ahead

Branca USA's vibrant 2025 promises to be filled with memorable events and collaborations that highlight the unique essence of its iconic brands. As they celebrate over a century and a half of brewing excellence, the company remains focused on innovation, culture, and community engagement. For more information on Branca USA and its offerings, visit brancausa.com.