The history of a company

Quality, knowledge, tradition and idea. These are the values that make Lucano one of the most important Italian liquor producers. As in every great story, this one too is rooted in the past: it all began more than one hundred years ago from a secret recipe of Cav Pasquale Vena.


Origins

Amaro Lucano was invented in Pisticci. a little village in Lucania, in the province of Matera. In the back room of his biscuit factory Pasquale Vena perfected an ideal blend of herbs with a balanced but firm flavour. An unmistakable flavour with its citrusy and floral notes. Some years later, the amazing success of the recipe, took the sublime liqueur beyond the Lucania borders. This Amaro became well known and appreciated throughout Italy, becoming the official supplier to the Casa Savioa, the House of Savoy. The King liked it so much that he conferred Pasquale Vena with the title of Cavaliere, the equivalent of a knighthood in Italian honorifics.

This lucky debut, followed by a great period of positive growth, suffered a setback with the outbreak of WW II which caused a drop on production due to the scarcity of raw materials. In spite of these difficulties AL still continued to grow and spread.

Pasquale Vena

amaro lucano production

\The 50s

After WW II there was a clear recovery especially when Pasquale’s sons Leonardo and Giuseppe joined the family business. Thanks to their work and dedication, the traditional laboratory became a little industrial reality. Production reached a record peak with 3,000 bottles of Amaro in just one year.

The 60s and 70s

In 1965 the company moved from Pisticci, located in the hills of Basilicata, to Pisticci Scalo. It was here where the new factory was inaugurated which allowed them to boost production to a record 117,000 litres in the same year.

From the second half of the '60s onwards sales soared thanks to investment in a large local advertising campaign that boosted the fame of Amaro Lucano transforming it from a local product into a worldwide appreciated liqueur.

During the '70s growth allowed the company to increase their product portfolio by adding Sambuca, Limoncello and Caffè to the Amaro Lucano range.


The 80s and 90s

From the first half of the '80s a nationwide television advertising campaign was launched which allowed Lucano to consolidate its position in Italy. During that period they created the slogan which brought them international and timeless renown: "What more could you want from life? A Lucano!"

From 2000 to the present day

The company has been going from strength to strength by maintaining high quality levels which have lead to the conquest of other markets. Today Pasquale Vena, the founder’s grandson, his wife Rosistella and their three children Leonardo, Francesco and Letizia all work with the same passion and dedication of their predecessors and remain true to the values that the company was founded on. These values have been passed down from generation to generation and form the basis of the success of Amaro Lucano around the world.

Amaro Lucano Man


A family story

The story of Lucano is also the story of a great family. It all began in Pisticci a little village in the province of Matera in Basilicata. It was here in 1894 Pasquale Vena a pastry chef and enthusiastic herbalist, invented the Amaro Lucano recipe.

When they came of age Pasquale's brothers decided to leave for America in search of their fortune. He however decided to stay in Italy to explore the colours, smells and flavours of his homeland. He was searching for the perfect recipe using a selection of fine herbs and was able to produce the world famous amaro which we know today. After all “you can take the people out of Lucania but you can’t take Lucania out of the people”.

Amaro Lucano herbs

Vena family

Leonardo and Giuseppe turned Cav. Vena’s dream into reality. As a well consolidated worldwide business today the company is headed by Pasquale, the founder’s grandson. He is supported by his wife Rosistella and their three children Leonardo, Francesco and Letizia, the fourth generation Vena family. They are the custodians of the Amaro Lucano secret recipe which has been passed down from one generation to another


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