The history of Amaro Alpino is connected to that of the founder of the Alpine Distillery: Agostino Pontillo. Born in 1894 in Camastra, Sicily, from an early age he is characterized by his desire to do and learn. He continues his path after school in Rome, where he graduates. Then he continued his university studies at the Faculty of Economics and Commerce. The studies are interrupted in 1915 by the First World War. In this difficult historical phase, on the front of the Asiago plateau, Pontillo gets to know the famous alpine world for the first time. In one of the darkest moments of the twentieth century, in a reality so different and distant from his homeland, Agostino is deeply struck by the beauty of the Alps. The luxuriant Alpine flora, the enchanted views, the uncontaminated spaces, the dangers of the mountains and the gratification of climbing will remain etched in the memory of the young Sicilian.
1923: gottardi & pontillo
Trento City
It was 1923 when Agostino Pontillo, invited by some of his childhood friends, reached the city of Trento for the first time and decided to move. In the mid-1920s he founded “Gottardi & Pontillo”, focused on the production of liqueurs. After a few years, the partner (Gottardi) decides to leave for America for the “American dream”. Agostino then decides to continue independently with his passion, and in 1929 he has his greatest intuition: combining the Sicilian experience in the production of bitters with the uniqueness of some of the main Alpine officinal herbs.
1930
Amaro Alpino is born
The result is an innovative amaro, original in flavor and consistency. An amaro that can be considered a perfect mix between two worlds, its original Sicily and its beloved Alps. In 1930 he founded the Alpina Distillery and deposited the name Amaro Alpino with the Trento Chamber of Commerce. In the 1960s, the economic boom strengthened the expansion and fame of the Amaro in the national territory, positioning itself renowned in bars, restaurants and hotels throughout the country. The particular packaging makes the product unique of its kind.
In the photo: The first President of the Italian Council Alcide De Gasperi visits the Distilleria Alpina and tastes Amaro Alpino with the founder and employees of the company. An unforgettable moment, a gesture that places Amaro Alpino among the greatest brands that have represented the Italian economic regrowth after the war.
Anni ’50
Barrel and packaging
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.
oggi
Sembenotti brothers
It is 2020 when the Sembenotti brothers of Trento take over the Alpine Distillery from the Pontillo family. New life for a brand awaiting renewal, ready to resume its place in the Italian Tradition. With great attention to the history of Amaro Alpino, the label is rejuvenated, adding a contemporary touch to the futurist traits. The return of the traditional ceramic barrel is being prepared.
Open and read the most important moments in the history of Amaro Alpino:
The history of Amaro Alpino is connected to that of the founder of the Alpine Distillery: Agostino Pontillo. Born in 1894 in Camastra, Sicily, from an early age he is characterized by his desire to do and learn. He continues his path after school in Rome, where he graduates. Then he continued his university studies at the Faculty of Economics and Commerce. The studies are interrupted in 1915 by the First World War. In this difficult historical phase, on the front of the Asiago plateau, Pontillo gets to know the famous alpine world for the first time. In one of the darkest moments of the twentieth century, in a reality so different and distant from his homeland, Agostino is deeply struck by the beauty of the Alps. The luxuriant Alpine flora, the enchanted views, the uncontaminated spaces, the dangers of the mountains and the gratification of climbing will remain etched in the memory of the young Sicilian.
It was 1923 when Agostino Pontillo, invited by some of his childhood friends, reached the city of Trento for the first time and decided to move. In the mid-1920s he founded “Gottardi & Pontillo”, focused on the production of liqueurs. After a few years, the partner (Gottardi) decides to leave for America for the “American dream”. Agostino then decides to continue independently with his passion, and in 1929 he has his greatest intuition: combining the Sicilian experience in the production of bitters with the uniqueness of some of the main Alpine officinal herbs.
The result is an innovative amaro, original in flavor and consistency. An amaro that can be considered a perfect mix between two worlds, its original Sicily and its beloved Alps. In 1930 he founded the Alpina Distillery and deposited the name Amaro Alpino with the Trento Chamber of Commerce. In the 1960s, the economic boom strengthened the expansion and fame of the Amaro in the national territory, positioning itself renowned in bars, restaurants and hotels throughout the country. The particular packaging makes the product unique of its kind.
In the photo: The first President of the Italian Council Alcide De Gasperi visits the Distilleria Alpina and tastes Amaro Alpino with the founder and employees of the company. An unforgettable moment, a gesture that places Amaro Alpino among the greatest brands that have represented the Italian economic regrowth after the war.
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.
It is 2020 when the Sembenotti brothers of Trento take over the Alpine Distillery from the Pontillo family. New life for a brand awaiting renewal, ready to resume its place in the Italian Tradition. With great attention to the history of Amaro Alpino, the label is rejuvenated, adding a contemporary touch to the futurist traits. The return of the traditional ceramic barrel is being prepared.
