Until the end of the 1950s, the 12-liter oak barrel was usually placed on the bar counter and the Amaro was poured directly from the barrel into the glass. A hallmark of the Alpina Distillery and its flagship product, the importance of packaging pushes us to register its shape.
Originality of flavor and distinctive appearance attract the attention and curiosity of the consumer, achieving great success.
The abandonment of the wooden barrel is due to several factors: a new legislation on the packaging of spirits and the need for space by the bars (which considered the 12-liter barrel too bulky) lead Distilleria Alpina to have to change the unmistakable cask.
A difficult undertaking for the Alpine Distillery: to abandon its distinctive symbol, recognizable by the consumer throughout the national territory. Doctor Pontillo’s greatest concern is to be able to give continuity to the image of the product. The success linked to the introduction of the new ceramic barrel allows in a short time to develop and market many other products, reaching to have well over 50 labels on the market at the end of the 1960s.
The death of the founder, which took place in ’76, leads to a strong downsizing of the company which, however, does not affect the Amaro Alpino, which, thanks to its image and its uniqueness, is able to survive to this day throughout the country.