The new way of drinking (amaro) Calabrese is becoming popular throughout Italy and the signs started this summer in the land of origin: in fact Calabria has recorded an increase in requests precisely for that amaro which appeared in the local and national news for having won the award like best bitter in the world at the World Liqueur Awards 2020. This is the presentation given to Rinaldi 1957 by the marketing manager of Amaro Rupes, Anselmo Scaramuzzino. The Bolognese company, chosen by Rupes for its quality and distribution capacity, responded and inquired through Gabriele Rondani".
Upon hearing the numbers developed by Amaro Rupes in Calabria only in August, the PR & Marketing Director of Rinaldi 1957 remained speechless: he would have also scheduled a meeting soon, but prudence on both sides meant that the subsequent dialogue was carried out only virtually, except the tasting of the product, which took place with the sending of bottles and was decisive this time too. The idea, in fact, that such an interesting bitter could enter Rinaldi's portfolio was confirmed by its bouquet of Calabrian liquorice, wild fennel and bay leaves which are not present in the other bitters, developed for distribution by the network led by the Director Commercial, Marcello de Vito Piscicelli. Amaro Formidabile, Jannamico, Amaro Bruno (Pilzer) and VENTI have in fact completely different peculiarities from Rupes, the new Amaro Calabrese.
The name derives from the cliff near Roccella, where the ancestor of today's owner prepared the amaro clandestinely at the end of the 19th century. Rupes bitters are made with thirty hand-picked local officinal and aromatic herbs, among which the wild fennel, the liquorice roots Calabrian and thelaurel. The cold methodology involves the infusion of these botanical components in a hydroalcoholic solution, for at least twenty days, in large steel vats and the subsequent reduction of the alcohol content by adding water and sugar.
Rupes is the daily pleasure to be enjoyed relaxing after meals or for evenings of meditation. The bitters can be mixed with sparkling water or ice. Above all, what positively distinguishes this bitter - in addition to the history - is the strong link with the territory: “This has always been what family is Errigo research to make the product unique. Gratitude to this land. And, through the bitter Rupes, a sort of important economic and employment impact has also been created for the entire area".
The history and recipe of Rupes bitters are passed down from generation to generation: “We have received many emails from people fascinated by the story – reveals the company's marketing manager Anselmo Scaramuzzino – The birth of amaro, in fact, coincides with the period of the unification of Italy, with the Carbonari uprisings. A trader was trying to make ends meet illegally until he managed to pass down the recipe which has survived to the present day.". And also with great successes, given that last year the amaro won two awards: theAmerican Awards 2020 and the World Liqueur Awards 2020.
For those who don't know the story, here it is in full.
“In fact, it all began around the first half of the 19th century, at the foot of the famous cliff of Roccella Ionica, formerly known as Anphisia. In this isolated place, a young man named Vincenzo, founder of the Errigo family, distills the medicinal herbs he collects at the foot of the rock face at night and secretly sells the infusions to his most trusted friends. The ingredients used and the way in which he makes his liqueur are contained in a secret recipe, handed down to him by his dear mother.
One night, while he is busy distilling, he meets Pietro, a young local lawyer, who, a few steps from his illegal distillery, meets with other friends to discuss in the darkness of the night. They are a group of patriotic intellectuals, precursors of the Carbonari uprisings. Vincenzo, who is initially wary, agrees to let the young people try his infusion, without ever asking what they talk about during those meetings. Sometimes, in the distance, he hears Pietro call the liqueur "Rupes", while together with his friends he raises the glass exclaiming "Evviva la liberà", "Evviva la Patria".
Shortly thereafter, Pietro and his friends are publicly executed, but Vincenzo is unable to give an explanation for those deaths. He jealously guards the secret of those nocturnal meetings and, out of fear, stops producing the Rupes. Time passes and, before dying, at the end of the 19th century, he extracts a promise from his son, after telling him about those young people and their dream of freedom. The recipe for the amaro will have to be handed down, but the story of those meetings will have to remain a secret for at least a century. The promise is kept and the recipe is jealously guarded and handed down from father to son for four generations."[:]