Italian amari: market guide, regulations and non-alcoholic trends

Market analysis: the numbers behind the success of Made in Italy amari

The global market of  bitters has seen significant growth in recent years, with the Italian segment continuing to consolidate its qualitative leadership. According to data processed by NielsenIQ, according to data processed by NielsenIQ:

• the bitter liqueur market in Italy is worth over 215 million euros per year, with steady growth in the Horeca channel and strong interest from the under-35 age group, who consider bitter liqueur not only as a digestive but also as a cocktail ingredient and symbol of contemporary Italian identity (Federvini, 2025a);

• in the first nine months from January to September 2025 bitter liqueur sales in Italy in the GDO segment alone exceeded 144 million euros, with volumes growing by 6% compared to 2019 (Federvini, 2025b);

A sector analysis reports that the overall value of the bitter liqueur market in Italy stands at significant levels, with growing interest from groups of  young consumers (25-40 years old) and for diverse uses as cocktail ingredients. The ‘mixology’ phenomenon has helped reposition bitter liqueurs from simple ‘digestives’ to essential components of the international ‘bartending culture’ (Pambianco, 2025).

From the cloister to the bar: the evolution of Italian botanical terroirs

Bitter liqueur has its roots in the long tradition of  medicinal herbs and monastic infusions from the Middle Ages and Renaissance, where herb-based drinks were used to aid digestion and gastrointestinal well-being.

The first documented formulations date back to the  Benedictine monasteries and to the  Renaissance apothecaries, who preserved botanical knowledge passed down from classical antiquity. In the 18th and 19th centuries, with the emergence of the first  commercial distilleries, many monastic recipes were secularized and commercialized, giving rise to historic brands still famous today.

The spread of these ‘bitter’ formulas has progressively intertwined with Italian popular culture, giving rise to many recipes now famous and linked to specific territories. Each region has developed its own traditions: theAlpine bitter of the northern valleys, rich in mountain herbs such as yarrow and mugwort; theMediterranean bitter of the South, characterized by citrus and wild fennel;Appennine bitter from the Center, where gentian and licorice predominate.

Characteristics of the most common botanical ingredients

Bitters derive their  organoleptic profile from the maceration of botanicals in ethyl alcohol: roots, barks, flowers, citrus peels, aromatic herbs and spices contribute to creating complex and distinctive aromatic profiles. The selection and balancing of botanicals represents the production secret of each distillery.

Among the most commonly used ingredients are found:

• gentian (Gentiana lutea). Traditionally collected in the Alpine and Apennine areas, it provides a strong bitter taste with earthy notes;

• China (Cinchona spp.). Soft and tonic bitter taste, historically appreciated for its properties in traditional pharmacopeia;

• licorice (Glycyrrhiza glabra). Adds sweet-bitter and roundness, balancing the astringency of other botanical ingredients;

• rhubarb (Rheum spp.). A bitter root used in many formulations of Northern Italy;

• artichoke (Cynara scolymus). Typical of bitters like Cynar, it brings vegetal notes with a characteristic flavor;

• aromatic herbs and spices. Thyme, mint, angelica, cardamom, ginger and citrus (bitter orange, lemon, mandarin) enhance the aromatic complexity of the product.

The variety of  botanical terroirs contributes to the diversity of aromatic profiles and the organoleptic richness of typical Italian bitters, with over 150 registered brands nationwide.

Ingredients and production process

Bitters are mainly produced through  maceration of botanical mixtures in ethyl alcohol of agricultural origin (usually from cereals or beets), a process that can last from a few days to several weeks depending on the recipe.

The traditional method involves several phases:

1. Selection and preparation of botanicals - drying, grinding or cutting of raw materials

2. maceration - infusion in alcohol at room temperature or warm, in variable times (from 7 to 60 days)

3. Filtration - separation of the macerate from solid residues

4. Aging (optional) – maturing in wooden barrels for several months or years

5. Blending - mixing of different macerates to obtain the desired profile

6. Correction - addition of sugar, caramel or water to reach target strength and sweetness

7. Rest - period of harmonization of ingredients before bottling.

Recipes often remain  secret and passed down within artisanal or family distilleries. Some innovative producers are introducing techniques of  vacuum extraction o rotovapor distillation to preserve volatile aromatic components, as documented in recent research on the preservation of phenolic compounds (Belitz et al., 2009).

Liqueur or bitter? The Spirits Regulation

The ‘Spirits Regulation’ (EU) 2019/787 regulates the definition, production, labeling and protection of spirit drinks, introducing clear criteria on the use of agricultural alcohol, categories of beverages, and protection of geographical indications. Italian bitters fall into the category of liqueur, defined as a spirit drink:

• ‘obtained with ethyl alcohol of agricultural origin or a distillate of agricultural origin or one or more spirit drinks or a combination of such products, sweetened and added with one or more flavors, products of agricultural origin or food products';

• having a minimum sweetener content, expressed in invert sugar, of 80 grams per liter ‘for liqueurs flavored exclusively with gentian or similar plants or wormwood’

• with alcohol content minimum volumetric of 15% vol.;

• flavored, if applicable, ‘only with flavoring foods, aromatic preparations and natural flavoring substances’.

Bitter-tasting liqueurs may be described, presented and labeled with the term «bitter» or «bitter».

The legal denomination «liqueur» may also be ‘completed by name of a flavor or a food product which imparts the predominant taste to the spirit drink, provided that the taste is imparted to the spirit drink by flavoring foods, aromatic preparations and flavoring substances natural obtained from the raw material indicated in the name of the flavor or food product, completed where necessary by flavoring substances in order to strengthen the taste of said raw material’ (EU Regulation 2019/787, Annex 1, category 33).

Industry giants: M&A and strategies of leaders (Campari, Branca, Illva Saronno, Caffo)

The brands of the most famous Italian bitters worldwide, while preserving historical identity and Made in Italy production, are managed by the leading industrial groups in the ‘spirits’ sector, whose portfolios include brands of spirit drinks, liqueurs, aperitifs and sparkling wines. The recent dynamics of M&A (mergers and acquisitions) demonstrate the willingness of national players to achieve the critical mass necessary to compete in international markets, balancing organic growth with strategic acquisitions.

Leading Italian amari brands, industrial groups and performance (data 2024-2025)

Global and historic brands: protagonists analysis

The landscape of major brands sees the group Branca International protagonist of an extraordinary season: in 2024, on the occasion of its 180th anniversary, it registered a turnover of 439 million euros, marking an increase of +23,5% compared to the previous year.

Campari Group confirms itself as the undisputed leader of the sector with revenues of 3.07 billion euros (+5.2%). Its current strategy aims at a portfolio rationalization: after having presided over the segment with brands such as Braulio, Cynar and Frangelico, the group has initiated a deleveraging plan that led, in December 2025, to the sale of the historic Amaro Averna and of the myrtle Zedda Piras a Illva Saronno Holding. Which, in addition to boasting global successes with the amaretto Disaronno and other brands, thus rises to third place in the Italian ranking with consolidated revenues approaching 400 million euros.

Also in solid growth is the Montenegro Group, which with its eponymous amaro and the Vecchia Romagna brandy closed the 2023/2024 fiscal year at 325 million euros (+2%). On the multinational front, Pernod Ricard Italia maintains a prominent position thanks to theAmaro Ramazzotti, with a turnover of 196 million euros.

Remarkable is the dynamism of the Gruppo Caffo 1915, whose Vecchio Amaro del Capo today holds a share of 38% in the Italian GDO. Present in over 70 countries, the Calabrian group is making an important leap in size: after having recorded revenues of 100 million euros in 2024 (+3.1%), it acquired from Campari in 2025 the famous vermouth and sparkling wine brand Cinzano. Lucano 1894 in turn continues to represent the Lucanian territorial excellence, with a turnover of about 20 million euros and an export vocation now covering 25% of the production.

Global market trends

The global ‘bitter’ market is undergoing a significant transformation driven by two main trends that could redefine its positioning and expand commercial opportunities (NMSC, 2026):

• on one side, the market trend low- and no-alcohol is repositioning bitters beyond the traditional alcoholic mixology realm, creating new consumption occasions in non-alcoholic and functional beverages;

• on the other, the valorization of productions with artisan methods and organic ingredients, as well as the expansion towards culinary applications are elevating bitters from a niche 'bartender' ingredient to a versatile component for haute cuisine and innovation in the beverage sector, generating greater added value and opportunities in the 'premium' segment.

The  opportunities for Italian producers include:

• development of lines  0,0% alcohol, with communication focused on  functional benefits (digestion, 'botanicals');

• positioning  premium with certified organic botanical ingredients;

• collaborations with  mixologist for dedicated recipes.

The non-alcoholic segment: functional opportunities and excise savings

The latest industry analyses (NMSC, 2026) highlight an increasingly frequent use of bitters in mocktail (non-alcoholic cocktails), non-alcoholic distillates and functional beverages, where they replicate the aromatic complexity and bitterness notes typically associated with traditional bitters. This evolution is significantly expanding the market, creating new consumption occasions in family settings, coffee shops, and ready-to-drink chilled beverages, overcoming the limitation of bars and high-end venues.

Recent scientific studies have also confirmed the  phytotherapeutic properties traditionally known of many botanical ingredients used in bitters, documented – including digestive, choleretic and anti-inflammatory activities (Salmerón-Manzano et al., 2022; McMullen et al., 2015) – which are however prohibited from being promoted in commercial information of alcoholic beverages.

The non-alcoholic bitters can instead include  nutritional indications e health claims compliant with the 'Nutrition and Health Claims Regulation (EC) No 1924/2006 and the transitional regime provided for certain botanical ingredients (Dongo, 2025). Our team of  FARE (Food and Agriculture Requirements) is available to assist operators interested in exploring these opportunities related to specific botanical ingredients and  plant extracts, enhancing the attention of Generation Z – and beyond – towards wellness and premium quality. With the added advantage of excise duty savings.

Enhancement of artisanal 'premium' and organic versions, culinary applications

The global market benefits from the growing appreciation of the premium segment of bitters produced with artisanal and organic methods. Chefs, mixologists, and food service operators are incorporating artisanal bitters not only in cocktails but also in culinary applications such as desserts, sauces, and beverages, adding peculiar complexity and aromatic notes. These products can create new B2B opportunities in the catering, pastry, and beverage innovation sectors.

For producers, this trend offers a dual opportunity: to develop bitters specific for culinary use with consistent quality and stability, and to communicate stories of premium origin, organic botanical sourcing, and craftsmanship to justify higher price positioning. In parallel, the growing interest in ‘specialty’ and organic opens new growth channels, allowing brands to differentiate themselves in the premium segment through emphasis on authenticity, ingredient traceability, and environmental responsibility.

Uses and consumption

Bitters find use in multiple contexts:

• after-meal consumption, a traditional conclusion to the Italian dinner, served neat or with ice;

• ingredients in mixology. Used in classic (Negroni, Americano, Hanky Panky) and innovative cocktails, with particular success in ‘bitter sour’ and revamped spritzes;

• cooking and pastry. Some modern recipes use amari to flavor desserts (ice cream, tiramisu), meat sauces or sweet and sour reductions;

• aperitif – emerging trend, served ‘on the rocks’ or lengthened with soda.

the ritual of the 'ammazzacaffè' – a small glass of amaro after espresso coffee – remains a widespread tradition in many Italian regions, symbol of hospitality and conviviality.

Strategic sourcing: tips for professional buyers and HoReCa

For  professional buyers and theHoReCa it is useful to consider:

• diversification. Combining major brands with artisanal offers to satisfy different market segments;

• price positioning, in a range from €15 (entry level) to over €80 (limited and aged editions) per 70 cl bottle;

• emerging trends. Inclusion of references no-alcohol e organic to intercept new needs.

The team of  Gift (Great Italian Food Trade) offers specialized expertise in supporting international buyers looking for reliable Italian products, certified suppliers and emerging trends, including organic and artisanal solutions.

Conclusions

The Italian amaro represents the perfect combination between the legacy of apothecaries and technological innovation. The sector’s ability to renew itself – from retail channel to functional mocktails — shows that the aromatic complexity is the true asset of Made in Italy. For companies, the challenge of 2026 will be label transparency and the ability to tell the botanical sourcing. In a global market that rewards ‘health-conscious’, ‘craft’ (artisanal) and organic, the bitter of the Bel Paese is an ambassador of biodiversity, expertise and taste.

Dario Dongo

Photo by Adam Jaime on Unsplash

References

• Belitz, H. D., Grosch, W., & Schieberle, P. (2009).  Food chemistry (4th ed.). Springer.  https://doi.org/10.1007/978-3-540-69934-7

• Federvini. (2025, October 27). October 28 is World Amaro Day: focus on consumption changes. Federvini, Rome. https://www.federvini.it/lifestyle/arte-del-bere/il-28-ottobre-è-world-amaro-day-focus-sui-mutamenti-dei-consumi

• Federvini. (2025, November 13). World Amaro Day: celebrating the amaro and the Italian know-how, the 180 years of Fratelli Branca. Federvini, Rome. https://www.federvini.it/news/world-amaro-day-celebrate-the-bitter-and-italian-know-how-fratelli-branca-distilleries-celebrate-their-180-years

• Il Sole 24 Ore (2025, June 26). The Caffo Group strengthens its empire: Cinzano acquired for 100 million euros. Il Sole 24 Ore, Milan. https://www.ilsole24ore.com/art/il-gruppo-caffo-compra-anche-cinzano-AH0pfDQB

• Campari Group (2025, December 18). Campari Group sells Amaro Averna and Zedda Piras myrtle for €100 million and refocuses on the priority brand Braulio in the bitters category. Press release. https://www.camparigroup.com/sites/default/files/downloads/20251218_Cessione di Averna Zedda Piras_Comunicato Stampa ITA.pdf

• McMullen, M. K., Whitehouse, J. M., & Towell, A. (2015). Bitters: Time for a new paradigm.  Evidence-Based Complementary and Alternative Medicine, 2015, Article 670504.  https://doi.org/10.1155/2015/670504

• Next Move Strategy Consulting (NMSC). (2026). Bitters market Source: https://www.nextmsc.com/report/bitters-market-rc3870

• Pambianco news. (2025, September 18). Italian spirits, brands and exports drive growth in 2024. Campari on top. https://wine.pambianconews.com/2025/09/spirits-italiani-brand-ed-export-guidano-la-crescita-campari-al-top/247602/

• PR Newswire. (2025, December 18). ILLVA Saronno Holding announces the acquisition of Amaro Averna and Zedda Piras from Campari Group [Press release]. PR Newswire. https://www.prnewswire.com/news-releases/illva-saronno-announces-the-acquisition-of-amaro-averna-and-zedda-piras-from-campari-group-302646027.html

• Regulation (EU) 2019/787 of the European Parliament and of the Council of 17 April 2019 on the definition, description, presentation and labelling of spirit drinks, the use of the names of spirit drinks in the presentation and labelling of other foodstuffs, the protection of geographical indications for spirit drinks, the use of ethyl alcohol and distillates of agricultural origin in alcoholic beverages, and repealing Regulation (EC) No 110/2008. Current consolidated version: 13/05/2024 http://data.europa.eu/eli/reg/2019/787/2024-05-13

• Regulation (EC) No 1924/2006 of the european parliament and of the council of 20 December 2006 on nutrition and health claims made on foods. Consolidated text: 13/12/2014 http://data.europa.eu/eli/reg/2006/1924/2014-12-13

• Salmerón-Manzano, E., Garrido-Cardenas, J. A., & Manzano-Agugliaro, F. (2020). Worldwide Research Trends on Medicinal Plants.  International journal of environmental research and public health, 17(10), 3376. https://doi.org/10.3390/ijerph17103376