L'Italo-Americano

THURSDAY, SEPTEMBER 5, 2024 www.italoamericano.org 16 L'Italo-Americano U n Fernet? Our g r a n d p a r e n t s m a y h a v e offered it at the end of fancier d i n n e r s . . . B u t w h a t ' s t h e name we associate the most with this bitter, yet oddly sat- i s f y i n g s p i r i t ? D e f i n i t e l y Branca! Fratelli Branca Distil- lerie, commonly known as Branca, is one of Italy's most famous and historic distil- leries, with a reputation that extends beyond its national borders. The company was founded in Milan in 1845 by Bernardino Branca, who initially developed it as a cure-all for various ailments, including cholera and indi- gestion. Don't be surprised by it: in 19th century Europe, aromatic alcoholic drinks w e r e o f t e n m a r k e t e d a s a medicinal! According to leg- end — or better, according to Bernardino's words — the fer- net formula was inspired by a Swedish doctor, called "Ver- net," which would explain the name, but it seems more like- ly the term came from Lom- bard dialect, meaning "clean iron," the instrument used to stir the liqueur while it was b e i n g p r e p a r e d . B r a n c a ' s digestive tonic would later evolve into Fernet-Branca, one of the world's most icon- ic amaro brands. Over the years, Branca has grown into a significant player in the global spirits industry, offer- ing a wide range of products and securing a loyal customer base. Fernet-Branca remains the company's flagship product a n d b e c a m e s y n o n y m o u s with the Branca brand itself: its recipe consists of 27 herbs a n d s p i c e s s o u r c e d f r o m around the world and has been kept a closely guarded secret for over a century. However, some ingredients emerged: myrrh, saffron, c h a m o m i l e , a n d g e n t i a n , among others. While Fernet-Branca is the most famous product, the Branca distillery also pro- duces a variety of other bev- erages. One of its other popu- l a r p r o d u c t s i s B r a n c a Menta, which was launched in the 1960s as a mint-fla- v o r e d v e r s i o n o f F e r n e t - Branca. It offers a slightly sweeter, more refreshing pro- file, appealing to those who find the original Fernet too bitter. Other notable prod- ucts include Stravecchio Branca, a brandy aged for a t l e a s t t h r e e y e a r s , a n d Punt e Mes, a type of ver- mouth that blends bitter and sweet flavors. The company also produces a variety of other liqueurs, bitters, and apéritifs. Branca's sales expanded significantly since its early days in Milan: by the early 20th century, the company had already begun exporting its products across Europe, and soon after, to the United States and South America. Argentina, in particular, has become one of the com- p a n y ' s l a r g e s t a n d m o s t devoted markets, with Fer- n e t - B r a n c a e n j o y i n g immense popularity there. T h i s i s d u e i n p a r t t o t h e long-standing Italian immi- grant community in Argenti- na, who brought their tradi- tions, including a taste for Fernet, with them. Today, Argentina is the largest con- sumer of Fernet-Branca out- s i d e I t a l y , w i t h t h e d r i n k often mixed with Coca-Cola to create a popular local cock- t a i l k n o w n a s F e r n e t c o n Coca. In terms of global sales, the Branca brand experienced fluctuations in demand, as the strong, bitter taste of Fer- net-Branca is not universally popular. However, it gained a cult following in several markets, particularly among bartenders and mixologists, who appreciate its unique fla- vor and versatility in cock- tails. Indeed, the growing trend of craft cocktails in the 21st century helped revive interest in traditional spirits like amaro, contributing to increased sales for Branca. In the United States, for exam- ple, Fernet-Branca became a staple in many high-end bars, thanks to its flavor complexi- ty and its ability to add depth to cocktails. The significance of Branca, particularly in the context of Italian distillation, lies in its dedication to tradition and i n n o v a t i o n . A f a m i l y - r u n company for over 170 years — the company is now in the hands of the 5th generation of Branca distillers — Branca managed to adapt to chang- ing tastes and markets while maintaining the authenticity of its original products. The company also expanded its production facilities, with major operations now based in Argentina, where Fernet is p r o d u c e d t o m e e t l o c a l demand, as well as in Italy. B alsamic vinegar originated in the E m i l i a - Romagna region of Italy, particu- larly the cities of Modena and Reggio Emilia, where it has been produced for cen- turies. Its invention dates back to at least the Middle Ages, with the first written records men- tioning "balsamic" vinegar appearing in the 11th century. These early references came f r o m t h e c o u r t o f H o l y Roman Emperor Henry III, who received a bottle of vine- gar as a gift in 1046, high- lighting its prestige even at that time. The traditional production o f b a l s a m i c v i n e g a r involves the slow cooking of Trebbiano and Lambrusco grape must, which is then aged in wooden barrels. The aging process can last any- where from 12 years to more than 25 years, during which the vinegar slowly thickens and develops its characteris- tic sweet and sour flavor. Dif- ferent types of wood, such as oak, chestnut, cherry, and mulberry, are used for the barrels, which give unique flavors to the vinegar as it matures. H i s t o r i c a l l y , b a l s a m i c vinegar was not a mass-pro- duced product; instead, it was made in small batches by families, often as a dowry or for personal use. It was typi- cally consumed only on spe- cial occasions and used spar- ingly due to its lengthy and labor-intensive production process. By the 18th century, however, balsamic vinegar h a d b e c o m e m o r e w i d e l y k n o w n o u t s i d e I t a l y , w i t h records showing that it was exported to France and other parts of Europe. In 1965, the term Aceto Balsamico Tradizionale was officially established, i n d i c a t i n g v i n e g a r m a d e a c c o r d i n g t o t r a d i t i o n a l methods in Modena and Reg- gio Emilia. The development o f b a l s a m i c v i n e g a r o f Modena (Aceto Balsamico di Modena) marked the prod- uct's commercial expansion: this version is made from a combination of grape must and wine vinegar, aged for a shorter period, and is more affordable and widely avail- able compared to the tradi- tional varieties. Today, traditional balsam- ic vinegar holds a protected d e s i g n a t i o n o f o r i g i n (PDO) status from the Euro- pean Union, ensuring that only vinegar produced in the specific traditional method w i t h i n M o d e n a o r R e g g i o Emilia can bear the label, a recognition that shows this ingredient's cultural and culi- nary importance. Balsamic vinegar has ancient origins, rooted in the northern part of Italy (Photo: Willypd/Dreamstime) The iconic Fernet Branca label (Photo: David Tonelson/Dreamstime) T h e i n g r e d i e n t s t e a l i n g t h e spotlight: balsamic vinegar Distillerie Branca, the home of Italy's most famous amaro IMPRESA ITALIA MADE IN ITALY TOP BRANDS BUSINESS & ECONOMY

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