Back 6 October 2017



Amaro Montenegro presented a preview of the brand’s product story yesterday: a journey to discover genuine taste, told with the expressions and experiences of inventor, Stanislao Cobianchi, as he goes on his adventures all round the world.

This exciting film engages all the senses and it was created by TDH, the company in the Armando Testa Group which specialises in digital, innovation and experience marketing. Directed by the famous Italian duo of directors CRIC, it stars Alessandro Cremona in the role of the protagonist.

The story is loosely based on the story of Stanislao Cobianchi, and describes a modern hero at the end of the 19th century. A rebel genius who abandons an ecclesiastical career and undertakes a long journey through uncontaminated places, encountering people and tastes from different countries. His journey is a constant quest, with the passion and courage typical of someone aiming to reach their most important goal: awareness and self-realisation.

This experience will lead him to discover the genuine taste which has made Amaro Montenegro stand out since 1885. It is a unique taste, obtained with 40 aromatic herbs, coming from the 4 continents, selected and worked in accordance with the original secret recipe which includes a complex production process culminating with the blending of 6 note aromatic notes, and the final addition of one last and most important note, called Premio.

The Premio plays a fundamental role in the final taste of the product; it is so intense that only one drop is needed in each bottle to complete the recipe. The tradition of this ingredient is represented symbolically in the film by a teardrop from the future queen of Italy, Elena del Montenegro, to whom Stanislao dedicated the name of his Amaro.

“The product story presented tells of the authenticity, typical of Amaro Montenegro, an exceptional creation that is totally Italian. Its story comes to life on the big screen thanks to the impassioned expressions of the founder Stanislao Cobianchi and his gripping adventures. This film is part of a wider revamping project that the brand has undertaken: studying our origins and drawing from them to face the future with enthusiasm.” comments Marco Ferrari, CEO of the Montenegro Group.

“We are happy that we’ve been able to tell this story which starts off from the incredible passion of its founder Stanislao Cobianchi. He was a genius, an alchemist and an unconventional adventurer, the history of a brand with its deep roots in the past which still maintains the values and qualities of its origins in its DNA today. We succeeded in creating strong and passionate, even more involving contents thanks to’s new digital platform, which focuses entirely on the use of video. Immense thanks are due to direction from CRIC and the professionalism of Alessandro Cremona, which enabled us to create a product story which is quite unique of its type.” – commented Jacopo Morini, TDH Creative Director, Armando Testa Group.

Information for the press Hill+Knowlton Strategies Milano Anna Lisa Margheriti | Tel : +39 02 31914 265 M : +39 348 2300285 Drink Responsibly

“Reworking the story of Stanislao was like a real adventure for us, made even more special because of the amazing crew: Stuart Greenwald and Alessandro Belotti in the editing suite, the incredible music by Filippo Beretta, Alessandro Cremona’s outstanding interpretation, the indispensible support from Diaviva and the visionary approach of the Armando Testa Group. Very special thanks goes to Amaro Montenegro, for their genuine and passionate story.” – commented Clemente De Muro and Davide Mardegan from CRIC.


Agency: Testa Digital Hub (Armando Testa Group)

Creative Direction: Jacopo Morini

Art Director: Giulia Richetta

Art Director: Barbara Ghiotti

Copywriter: Pierfabio Iannuzzi

Project Manager: Mirko Di Gregoli

Production Comany: Diaviva

Executive Producer: Pietro Puccioni

Directors: Davide Mardegan and Clemente de Muro

Starring: Alessandro Cremona

Music: Filippo Beretta

Editing: Stuart Greenwald and Alessandro Belotti

Set Design: Pelizzo e Bosoni

Wardrobe: Sara Costantini

Audio Post Production: Top Digital

Video Post Production: AMP

Color Grading: Corte 11


It was in 1885, after the herbalist from Bologna Stanislao Cobianchi had carried out long and impassioned experiments that one of the most famous symbols of Italian liquor traditions was created, Amaro Montenegro.

A legend for more than 130 years, its unique quality remains unchanged and this makes Amaro Montenegro the number one amaro in Italy. The traditional bottle too, with its iconic shape has not been altered and it has always set Amaro Montenegro apart over the years, with its form as well as its flavour being jealously guarded. Indeed Amaro Montenegro is still made today following the traditional recipe, consisting of more than 40 aromatic herbs, spices and citrus fruits all skilfully selected and blended; a formula and a process that have been secretly safeguarded for more than a century and which endow Amaro Montenegro with an unmistakable taste and incredible complexity.

Thanks to these unique characteristics in its organoleptic profile, Amaro Montenegro is a surprising and versatile ingredient for innovative cocktails or for a twist on the great classics which have become so trendy in the world of mixology both in Italy and abroad.

Amaro Montenegro, genuine taste.


Founded in 1885, Montenegro Group is a Italian market leader in the food and alcoholic beverages sector which can boast brands which have always held a special place in the consciousness of Italians: Amaro Montenegro, Vecchia Romagna, Infusi Bonomelli, Thè Infrè, Olio Cuore, Spezie Cannamela, Polenta Valsugana, Pizza Catarì. Iconic symbols of products that are Made in Italy, they represent the best of the on-going research for exceptional products respecting traditions and paying particular attention to their quality and sustainability which have always been a hallmark of the Montenegro Group.

Thanks to a sound national and international distribution network, the brands in the Group can be affirmed today as true ambassadors of Italian culture and tradition
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