Fratelli Branca, from mixology a lever for the growth of vermouths and bitters

Year 1786: Antonio Benedetto Carpano mixes herbs and spices with Muscat wine and invents the vermouth, which will become a classic of the Italian liqueur industry, now worth over 32 million euros in the domestic market alone. In 2026 Fratelli Branca Distillerie chooses anniversary number 240 for the relaunch of Antica Formula di Carpano, which will be the protagonist of activities on the territory and field activation initiatives aimed at bartenders and consumers. "The aim is to turn the spotlight on a category that deserves to be rediscovered and that has been coming back into the limelight for years thanks to the widespread popularity of vermouth-based cocktails," explains Martina Cerbone, marketing director of the Milan-based company, whose holding company Branca International has been included by Mediobanca among the eight most dynamic Italian companies in the fourth capitalism (the only one in the food sector together with Sabelli).

The accounts confirm this: Branca International has exceeded EUR 420 million turnover and EUR 44 million net profit, generated by a broad portfolio of labels. So much so that the company declares no interest in further acquisitions (but is making studies in the world of low alcohol). "We have a unique range of premium and super premium products to work on, to develop, deregionalise and internationalise," acknowledges Niccolò Branca, executive chairman and fifth generation family member.

In 2026 the focus will be on Punt e Mes (born in 1870), which will be brought back to the world in which it was born, that of the aperitif, and on Caffè Borghetti, which will be brought closer to the younger generations thanks to high-profile mixed drinks, also in the light of the global success of Espresso Martini, today one of the most popular premium cocktails in the world. That mixology is a lever of success is confirmed by the success of Fernandito, the mix of Fernet Branca and cola that in less than 50 years has become the most consumed drink in Argentina, making it the "jewel" of the Branca International holding company, with over 305 million euros in sales (+19%).

In just over 25 years Branca has increased its export share to 91% of turnover, reaching over 160 countries and contributing to the worldwide affirmation of Italian know-how in spirits. Thanks to the quality and reputation of our products, Italy's spirits exports have tripled over the last decade, reaching 458 million euros, estimates Nomisma. We are the second global exporter behind Germany but remain number one in bitters and spirits, with 34.5% of the global market (source: Teha Group).

It is precisely on bitters that another Branca challenge for 2026 will be played out. Present in 3 million households, with a turnover in large-scale distribution that Niq quantifies at around 211 million euro (but with volumes 6% higher than pre-Covid), bitters are suffering above all in out-of-home consumption, also due to the reduction in alcohol consumption, especially at the end of meals. And while Amaro del Capo remains the leader and Montenegro undergoes restyling, the effects of Amaro Averna's recent move to Illva Saronno are awaited. The aim is to consolidate Fernet-Branca's new positioning, speaking to a wider and younger audience, through the 'Amaro is just the beginning' communication platform, launched in 2025 and now activated on TV, digital, social, events and experiences.