The Tasting Panel magazine

September 2017

Issue link: http://digital.copcomm.com/i/869846

Contents of this Issue

Navigation

Page 87 of 128

september 2017  /  the tasting panel  /  83 Montenegro has been around for more than 130 years, and while its label has changed, the iconic bottle shape and its amaro recipe has stayed the same. At left, a Montenegro bottle from the 1960s and the current Montenegro bottle at right. With advances in technology and communication making the world seem smaller, secrets are becoming increasingly harder to keep. When the "blockbuster era" of film began with the release of Steven Spielberg's Jaws, fans became as rabid as the eponymous, blood- thirsty shark for even the slightest sneak peek of future film surprises. As a result, and in the interest of height- ened secrecy, filmmakers began giving their casts and crews blacked-out and limited versions of their scripts to thwart would-be spoilers from reaching the public. Imagine not only keeping such a secret for several months, but for more than 130 years. Montenegro, Italy's best-selling amaro, has done just that. Its signature recipe containing 40 exotic botanicals has remained a well- maintained mystery since its inception in 1885, and the final blend has been known to only four men throughout its existence. "Montenegro maintains consistency and quality standards through our master herbalist, Matteo Bonoli, who ensures an accurate production process across batches," says Marco Montefiori, Montenegro's U.S. Market Manager. "Bonoli is just the third master herbalist in the brand's 132-year history to be privy to the details of the brand's . . . ingredients. More importantly, he is the only one to know its secret ingredient, dubbed the 'premio' [Italian for prize], which is essential to maintaining the product's secretive and historical legacy." PHOTOS COURTESY OF MONTENEGRO Lifting the Curtain As craft cocktail culture within individual countries converged into an international mixology scene, Montenegro saw an opportunity to educate the world about its unique process while also maintaining the secrecy hidden within its bottle—with some excep- tions. Montenegro partially lifted the curtain on its herbal combination by revealing 13 of the 40 botanicals to mixologists and bartenders around the world. These botanicals include coriander, clove, nutmeg and cinnamon, with the less-typical marjoram and oregano helping to round out the amaro's unique flavor profile. "We've received a lot of feedback from the bartending community that wants to understand the flavors behind spirits," says Montefiori. "They want to recall specialty cocktails and recommend them to friends, using Montenegro as a sort of social cur- rency. We are one of the only brands in the category to provide this level of intimacy with our consumers, and the response has been overwhelmingly positive." While the American palate does not have a history of being bitter-friendly, the last decade has seen a significant shift in taste. "The amaro category is becoming increasingly popular in the U.S. as consumers have expanded their palates," Montefiori says, adding that as the American market grows, so does Montenegro's opportunity for exposure. "Overall consumer enthusiasm has generated a 46 percent increase in distribution." As a testament to its popularity and approachability, Montenegro is now carried in all 50 states. "Since its arrival in the U.S., Montenegro has been considered an intrigu- ing spirit for those looking for new flavor experiences. We are proud to elevate the American cocktail scene with such a quality product," Montefiori says. In an effort to deepen understanding of its brand, Montenegro created its first-ever Residency Program—a bartender exchange between Italy and the United States that allows for total immersion in both cultures' mixology scenes. Through the exchange, bartenders gain a fuller grasp of cocktail trends and brand history, ultimately enrich- ing the U.S. cocktail scene. "Both American and Italian cultures boast fascinating cocktail cultures, each influenced by their respective country's unique history," says Montefiori. "Italian cocktail culture appreciates the spirits of Italy's history and embraces simple, yet flavorful cocktail recipes. Overall, we hope that through a A vintage Montenegro ad offering best wishes for the new year.

Articles in this issue

Archives of this issue

view archives of The Tasting Panel magazine - September 2017