Focus on Emanuele Genovese, creator of Amàrico

After traveling around the world for work, Emanuele Genovese found a gap in the market for a non-alcoholic version of his favorite product- vermouth, so he got to work. After a long period of experimentation, he found the magic formula, and he called his new drink Amàrico. Emanuele is showing the world a new way to enjoy a non- alcoholic cocktail, and it’s very satisfying.

My interview with Emanuele

Hi Emanuele, thanks for talking to us! Where are you from and where do you live?

I’m From Milan, Italy, and I live in Verona.

When and where did you get your start in bartending?

My first experience was in London 15 years ago. I went to learn and improve my English and bar jobs were a good place to start.

Where did you work there, and what was the experience like?

I started in Notting Hill Brasserie, a high end restaurant then moved on to hotels. I did the opening of Gilbert Scott -Marcus Wairing is the 2-Michelin star chef there - and then went to Purl London & Whistling Shop - both of the Fluid Movement consultancy. These bars specialized in highly original cocktails or, as they put it, “libations that satisfy on a multisensory level”. In the meantime, I did a consultancy job for the Kerzner group (creator of Atlantis Dubai and others) around the world.

Traveling definitely opens your mind and your creativity. I highly recommend this kind of experience, whatever the job you choose. Travel all around the world and meet different people and different cultures.

What brought you back to Italy?

My wife. I was commuting for almost 2 years between London and Verona every weekend. I finally decided to go back to Italy. It’s good to be back with my family.

You created a non-alcoholic aperitif drink called Amàrico, can you tell us how that came about?

I was traveling a lot around the world in that period and while abroad for work, I understood that the world of the drinks industry is evolving, opening up to non-alcoholic distilled drinks and spirits for a better & healthier lifestyle. I soon realised that what is currently missing in the drinks market is an alternative to an alcoholic aperitif based on the classic Italian bitter vermouth, or ‘vino amaricato'.

So, I created Amàrico, an excellent & versatile drink for all occasions. Infused with carefully selected botanicals, it is a reflection of my thinking, a drink focused on offering an experience. Amàrico is suitable for all drinking experiences, with total inclusivity.

What is the drink made from?

Amàrico is an infusion of flowers, fruits, bark, and roots. All our ingredients are carefully selected from our land. It’s made with peach as base and then infused with rhubarb, gentian, absinthe, cinchona, lemon, and orange that gives it a citrus note.

Do you drink alcohol?

Yes I do! My favourite spirit category is Vermouth and all fortified wines.

What countries do you think are leading the way on low and no-alcohol products today?

North Europe but the USA is moving fast.

What does Amàrico taste like?

It’s aromatic and creamy, with citrusy notes of bitter orange and lemon. It is fresh and crisp with a harmonious finish. The mouthfeel is really like an alcoholic vermouth, and I love it, of course!

How can you use Amàrico?

On the rocks, with soda or tonic, or mixed in a cocktail. It’s perfect in a Negroni or Americano, both alcoholic and not, It’s fun to experiment with it. You can also find it in the iconic Scarfes bar in London at the Rosewood Hotel.

Why did you give it that name, and how do you pronounce it?

It’s pronounced “a MA rico” from the latin - a ma ri ca re - “ to make pleasantly bitter”.

Who designed that cool label?

I worked with an agency called Little Greta from Prague. They're great and they scored a Silver medal with Amàrico in the prestigious A’ Design Award & Competition. The label showcases all the ingredients that are used to make the product.

Where can we find Amàrico to buy?

You can find it on the website Amaricodrinks.com and it’s available in Italy, UK, Spain and soon in Canada. (and the USA) In Italy, Amàrico is distributed through Ferro group in Veneto, Enoteca del Frate in Rome città and G & D beverage in Tuscany.

Anything else you want to tell us about Amàrico ?

We use eco-friendly packaging to support of sustainable development, and Amàrico only uses FSC certified labels, 100% recyclable glass bottles, and synthetic corks produced with recycled materials.