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.

Info for the press

Hill+Knowlton Strategies Milan

Fabiola Andriolo | cubasbagliato.comunicazione@gmail.com

M. +39 344 3443422

Montenegro SRL

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

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

Drink Responsibly