Amaro Montenegro presents “the Discovery of Real Taste” the adventurous story of the founder Stanislao Cobianchi is brought back to life in the short film by the directing Duo Cric
PRESS RELEASE
Milan, 6 October 2017 – Amaro Montenegro yesterday screened the premiere of the short film titled “La Scoperta del Sapore Vero” (The Discovery of the Real Taste), which recounts the invention of the secret recipe through the eyes and experiences of its inventor, Stanislao Cobianchi, and his intrepid voyage around the world.
The film, loosely based on the life of Stanislao Cobianchi, is the work of Italian directing duo CRIC, with Alessandro Cremona playing the leading role. It portrays a modern hero of the late 1800s, a rebellious genius who relinquishes an ecclesiastical career to embark on a long voyage, exploring unspoilt corners of the world and encountering the peoples and tastes of diverse lands.
An experience that eventually leads him to discover the real taste which, since 1885, has set Amaro Montenegro apart. Containing 40 botanicals gathered from 4 different continents, selected and processed according to a complex production technique, the original secret recipe culminates with the blending of 6 aromatic notes, and the final addition – a single drop per bottle – of the very last and most important note, called Premio (Prize).
This special ingredient is represented symbolically in the film by the single teardrop of the future Queen of Italy, Elena of Montenegro, to whom Stanislao dedicates his Amaro.
“The new product story brings the invention of Amaro Montenegro back to life on the big screen through the eyes of its founder, Stanislao Cobianchi. This film is part of a wider revamping project that the brand has undertaken: we look back to our roots for the inspiration to embrace the future with enthusiasm”, commented Marco Ferrari, Montenegro Group CEO.
“Reworking the story of Stanislao was like a real adventure for us, made even more special because of the amazing crew: Stuart Greenwald and Alessandro Belotti in the editing suite, the incredible music by Filippo Beretta, Alessandro Cremona’s outstanding interpretation, the indispensable support from Diaviva and the visionary approach of the Armando Testa Group. A very special thank you, meanwhile, goes to Amaro Montenegro, for their genuine and enthralling story”, said Clemente De Muro andDavide Mardegan of CRIC.
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.
GRUPPO MONTENEGRO
Fondato nel 1885, Gruppo Montenegro è una realtà imprenditoriale italiana leader di mercato nei settori alimentare e bevande alcoliche che vanta brand da sempre nell’immaginario degli italiani: Amaro Montenegro, Vecchia Romagna, Infusi Bonomelli, Thè Infrè, Olio Cuore, Spezie Cannamela, Polenta Valsugana, Pizza Catarì. Iconici simboli del Made in Italy, rappresentano al meglio la costante ricerca dell’eccellenza nel rispetto della tradizione e l’attenzione particolare alla qualità dei prodotti e alla loro sostenibilità che da sempre contraddistinguono Gruppo Montenegro.
Grazie ad una solida rete distributiva nazionale e internazionale, i brand del Gruppo si confermano ancora oggi dei veri e propri ambasciatori della cultura e della tradizione italiana.
Info for the press
Hill+Knowlton Strategies Milano
Fabiola Andriolo | cubasbagliato.comunicazione@gmail.com
M. +39 344 3443422
Montenegro SRL
Via Enrico Fermi, 4, 40069 Zola Predosa (BO) Italia
Ph +39 051 6170411 – Telefax +39 051 750571
Via Tomba Forella, 3, 40068 San Lazzaro di Savena (BO) Italia
Ph. +39 051 4997811 – Telefax +39 051 4997809
R.E.A. BO n. 427680 Capitale Sociale Euro 57.000.000
Reg. Imp. BO e C.F.: 12654600159 P.I.: IT 12654600159 N. Mecc. Estero BO 052366
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