Taste Radio

How did a 180-year-old Italian digestif become one of America’s most beloved bar staples? Though Fernet-Branca has enjoyed a storied legacy in Europe since its creation in 1845, it remained a niche curiosity in the United States for much of its life. The intensely bitter, herbal liqueur was appreciated only by the most adventurous palates. Today, however, it's a fixture behind the bar from upscale cocktail lounges to neighborhood dive bars, most often knocked back in shot form and celebrated for its distinct flavor profile. Who better to trace Fernet-Branca’s unlikely rise than Edoardo Branca, managing director of Branca USA and a sixth-generation member of the family behind the brand? We caught up with Edoardo at spirits industry trade show Bar Convent Brooklyn to talk about how Fernet-Branca earned its cult status in the U.S. He shared insights on the brand’s roots, its journey from obscure digestif to bartender favorite, and how the company is carefully evolving to stay relevant in a fast-changing drinks c