Home|News and media|Amaro Montenegro: restyling of the iconic bottle | The icon of real taste unveils new packaging, as unique as its own history
Brands

Amaro Montenegro: restyling of the iconic bottle | The icon of real taste unveils new packaging, as unique as its own history

18 September 2017

PRESS RELEASE

Bologna, 18 September 2017 – The look and unique shape of the bottleof Amaro Montenegro enjoy a restyling: the same real taste as ever today shows off an even more distinctive and contemporary visual identity, designed by the brand advisory and strategic design agency RobilantAssociati.

The shape of the bottle is made stronger thanks to bolder lines and is enhanced with two refined elements in relief: the year of foundation (1885) on the shoulder and, at the foot of the bottle, the signature of Stanislao Cobianchi, the rebellious genius who invented the Italian amaro par excellence.

The label, fully restyled and framed within the glass, is enhanced in every detail: from the new logo, emblazoned with the date of foundation, and the medal collection, represented and embellished by the gold and silver medals that depict awards won over the years, to the special texture on the bottom.

The rear of the label plays an important role in the brand storytelling, employing three refined effigies. It starts by highlighting its heritage, detailing the birth of the brand, named after Princess Elena of Montenegro, future Queen of Italy. The story continues, underlining the richness of the ingredients, with some 40 botanicals from 4 different continents, selected and processed according to the original secret recipe that involves a complex production technique.

The new aluminium top, taller and of premium quality, endows the bottle with added elegance thanks also to the abstract icon, depicted on the top of the cap, which combines several elements that represent the brand: the “M” of Montenegro, the year of foundation and a wreath with the 40 botanicals that for over 130 years have made Amaro Montenegro the icon of real taste.

“The new visual identity is an evolution of the previous one and is part of a wider revamping and international development project for the brand, a project that also includes our initiatives linked to the world of sophisticated mixology. The new packaging brings the unique and distinctive shape of the original bottle right up to date, maintaining the iconic quality that has always characterised Amaro Montenegro. The bottle evolves, becoming more contemporary, but the real taste of our product remains that of always” – says Alessandro SoleschiSpirits Marketing Manager at Montenegro Group.

AMARO MONTENEGRO

The year is 1885 and, after long and fervent experimentation, Bologna-born herbalist Stanislao Cobianchi finally invents one of the most iconic Italian liqueurs of all time, Amaro Montenegro.

A legendary product that for over 130 years has offered the same unique taste and quality that make Amaro Montenegro Italy’s number one amaro. This unchanging tradition is reflected in the bottle too, with its iconic shape; a bottle that has always set Amaro Montenegro apart, jealously protecting its character, as well as its taste. Indeed, Amaro Montenegro is still made today to the same traditional recipe, with its intriguing blend of 40 botanicals including herbs, spices and citrus fruits; a formula and process which have been kept secret for over a century, and which give Amaro Montenegro its unmistakable taste and extraordinary complexity.

Thanks to this unique organoleptic profile, Amaro Montenegro is a surprising and versatile ingredient for innovative cocktails or twists on great classics that are already hugely popular in the world of mixology both in Italy and abroad.

Amaro Montenegro, real taste.

Info for the press

Hill+Knowlton Strategies Milano

Anna Lisa Margheriti | annalisa.margheriti@hkstrategies.com

Ph : +39 02 31914 265

M : +39 348 2300285

Montenegro SRL

Via Enrico Fermi, 4, 40069 Zola Predosa (BO) Italia

Ph . +39 051 6170411 – Telefax +39 051 750571

Drink responsibly.

Latest news

Gruppo Montenegro supports “Un piatto per tutti”, a food bank project for the Metropolitan City of Bologna

Un Piatto per Tutti is a food bank established through the community social Fund DARE PER FARE, a metropolitan …

Gruppo Montenegro acquires Rum Pampero

It is with great pleasure that we announce the formalization of the acquisition of Rum Pampero by Gruppo Monte …

“Pal Around”, the branded Amaro Montenegro content with Alessandro Cattelan, won the gold medal at the touch Point Awards 2024

We are excited to share that Amaro Montenegro and its branded content “Pal Around” have been awarded for the s …

San Lazzaro “Città ad Impatto Positivo”: Positive Impact city

Gruppo Montenegro has always been close to all the Institutions and local Communities where its people and Pla …

Bonomelli Food Division at Cibus 2024 – The international food fair

The Food Division participated, from 7 to 10 May 2024, in Parma, in the 22nd edition of CIBUS, the Internation …

Sfoglie Cuore Best Food Product 2024

We are proud to announce that Sfoglie Cuore have been awarded the prestigious title of Best Food Product 2024 …

Go to Top