Fernet-Branca, the iconic Italian amaro known as “The Bartender’s Handshake,” has announced the release of its 180th anniversary Limited Edition bottle. Commemorating the brand’s milestone, this special release reflects on a storied past while looking ahead to the future of the amaro category, and a new generation of drinkers.
Fernet-Branca Celebrates 180 Years with New Limited Edition Bottle
The 180th Anniversary Limited Edition bottle features a larger-than-life version of the iconic eagle symbol, set in front of a surrealist rendering of the iconic Fratelli Branca distillery in Milan. While the Fernet-Branca label is collectible and newly designed, the liquid inside—crafted from a secret recipe of 27 herbs, flowers, spices, and roots meticulously sourced from over four continents—remains unchanged.
With one eye cast downward and the other looking forward, the eagle represents a combined sense of tradition and modernity. Originally designed by Leopoldo Metlicovitz, the eagle first appeared on the Fernet-Branca logo in 1901, marking the company’s expansion onto the global stage. Since then, the brand’s global presence, particularly in the U.S., has only continued to grow.
“With the excitement and interest around Fernet-Branca at an all-time high, it felt like the perfect moment to honor this new frontier for the brand in the U.S. market,” says Branca USA CEO, Christopher Watt. “We’re seeing a cultural shift—drinkers are embracing bold, bitter flavors and the ritual of the shot in a way we haven’t seen before. There’s never been a better time to celebrate Fernet-Branca’s next chapter in the U.S., and the 180th Anniversary bottle marks a proud step forward in honoring both our heritage and our momentum.”
In celebration of 180 years of Fratelli Branca distillery, Fernet-Branca will also launch its inaugural “Merchants of the Know” national tour. Over the next 12 months, Edoardo Branca, sixth-generation family member, along with other Fernet-Branca representatives, will travel across the country to visit select bars that have gone above and beyond in introducing new consumers to Fernet-Branca. These standout accounts will be officially inducted as “Merchants of the Know” and honored with a certificate of authentication and a solid Bronze Fernando statue, Fernet-Branca’s beloved mascot, to proudly display at their bar.
“It’s not every day we get to personally thank those who have helped share Fernet-Branca with their communities,” says Edoardo Branca. “I’m proud to do so on behalf of my family and the company as a whole. As we set our sights on the future, we would be remiss not to acknowledge the people that are keeping the history and the lore alive, because that is what a shot of Fernet-Branca truly represents.”
