The journey in Made in Italy stops in Sicily, where Italian Traditions has met a reality with strong roots in the past but looking to the future. In fact, 150 years have passed since Salvatore Averna, rich benefactor of the Abbey of Santo Spirito in Caltanissetta, received as a gift from monks the recipe for a bitter that soon would revolutionize the taste of Italian drinking. The success was so surprising that in 1912 the company Averna obtained the “Patent of the Real House” of Savoy vergato Vittorio Emanuele III.
The Averna museum still preserves the precious brooch with the house insignia, studded with diamonds, a ruby and an emerald, which the royalty gave to Francesco, son of the founder, already in 1895. On the occasion, Umberto I conferred to Francesco Averna the coat of arms of Real Casa Supplier. The museum collects machinery, awards, diplomas, bottles, posters and photographs that tell the extraordinary history of the company, as well as the kitchens where the famous caramel was prepared. It is not necessary to recall that on the historic label of the bottle the many awards obtained by this bitter extract from the deep heart of Sicily come to mind.
The secret of the elixir is just perceived from the description on the company’s website, where the products used are indicated and mixed together in a mix of tradition and craftsmanship. “Herbs, roots and spices are infused with the essential oils of bitter oranges and lemons, until all the ingredients of the secret recipe are well amalgamated”. Despite Averna was entirely purchased in 2014 by Campari, the creation of the bitter still takes place in Caltanissetta, where there are laboratories where the infusion of about 30 selected botanicals is made, for the purpose of the extraction process of the essences. A fundamental element is caramel, with which the infusion is completed, attributing the iconic color to bitter. As soon as the blend is obtained, the liqueur is bottled in one of the Campari stablimenti in Piedmont and marketed.
Until some time ago, with an aging of 18 months in barrique, Averna also produced the Riserva segment, Don Salvatore, today in “sicilian tribute” mode. The Amaro Averna on the palate is an explosion of bitter orange notes mixed with myrtle, juniper berries, pomegranate, rosemary and sage, with a bittersweet aftertaste, intense and soft, and a round and enveloping sensation. Its color is brown with red and golden reflexes. This taste of Sicily can also be sipped fresh, honoring the ritual with some ice cubes and adding an orange peel that can be rubbed on the edge of the glass. All the details that will enhance its taste attract the thaumaturgic action of essential oils that, together with the fresh aromas of orange, will amalgamate fully exhaling the drink.
The match will be perfect with all the pastries and of course with the nougat of Caltanissetta Presidio Slow Food. Also ideal for cocktails and to enhance the taste of fine aged cheeses. From a financial point of view, the balance sheet of Amaro Averna shows a positive trend together with that of Campari Group. Before the acquisition of the company meneghina in 2014, Averna had a turnover of around 200 million euros, with a net profit of 61.8 million, an increase of 3.1% compared to the previous year. Campari, already known for its eclectic marketing, has launched in recent years a lively advertising campaign Open Sicily with the aim of adding a new perspective to Averna.
The watchword is to combine modernity and tradition. In this climate the Averna factories have recently welcomed Emanuele Filiberto of Savoy, in town for some humanitarian projects. The prince was able to admire the ancient workshops and the historical testimonies of the well-established link with the royal house.