One of the highlights of our trip was visiting the Fernet Branca plant. Being at Branca itself was only matched by our fabulously gracious guides Marco Ponzano and Nicola Olianas.
As the brand history goes, in 1845 Bernadino Branca, an Milanese doctor, joined forces with a Swedish pharmacist Dr. Fernet to combine 27 herbs and plants to create a treatment for cholera. The 5th generation of the Branca family continues to produce this amaro (bitter) that we enjoy today straight as an apertivo or digestivo, or in the popular Fernet and cola, known as Fernandito. Brian, Jeff and I tried this upon our return home and although I was skeptical, I have to admit it was pretty good. Fernet Branca is said to both stimulate the appetite, as well as aid in digestion; and its said to help with a hang-over.
On the one hand, the taste of Fernet is similar to many amaros—bitter, of course, and herbaceous. But at the same time, it is totally different. I get a strong menthol fragrance and the earthly flavors for which I have no reference (have you ever tasted myrrh?) are strong on my palette. I also enjoyed tasting Brancamenta which is as Nicola described a “mint explosion” in your mouth. Developed in the early 1960s, this liquer is made by adding sugar and mint to a year-aged Fernet. The story behind the “Brrrrranacamenta” marketing campaign is very funny.
Fernet is an international phenomenon. As early as 1860, Fernet was present in international markets. The Branca’s understood the importance of marketing. When Maria Scala Branca took control of the company in 1891, marketing efforts really took off. To counter confusion between the real Fernet Branca and the many “copycats”, the Branca World brand was born in the form of the logo image created by Leopoldo Metlicovitz—globe held up by an eagle. In true Milanese style, posters and calendars not only advertised the product, but can also be viewed a works of art in and of themselves. One of my favorites features two mermaids balancing the Branca world symbol as they playfully romp in the ocean—pretty racy for the late 19th century.
The display of the 27 ingredients that make up Fernet Branca was pretty cool. We got to handle and smell wonderful things like mace, chamomile, Chinese rubarb, and myrhh. While we didn’t get to touch and smell the very expensive saffron, we learned that that is what gives Fernet its golden color. Swirl it in a glass sometime and check out the amazing gorgeous hue. Supposedly only Nicola Branca, the 5th generation of the family to oversee the company, has access to the recipe. When a new batch needs to be made, either in Milano or Argentina (the only two places Fernet Branca is produced), Nicola takes the recipe and oversees the measurement/mixture of herbs.

This is the spice table. Have you ever? That's Marco to my right in the glasses, knit tie and blue blazer,and Nicola to my left with the notebook.
The last stop on the tour was the aging room—500 barrels filled with Fernet. Each barrel holds about 2,000 bottles! The minute you step off the elevator the sweet-bitter, potent aroma fills your nose– just wonderful. I can see why this part of the tour is kept short—you could get drunk from the boozy fumes.
Again, like most of my best spirit experiences, it’s not the booze that makes it, it’s the people. Marco and Nicola gave us the basic Branca story but infused it with so many interesting personal stories that made the afternoon extra special. To Marco, Nicola and Fernet Branca. Salute!
7 comments
Comments feed for this article
October 26, 2010 at 9:40 am
Trader Tiki
Simply amazing! It’s so nice to see such history still going into the bottle.
How much for the Fernet car and/or a private barrel?
October 26, 2010 at 5:50 pm
Jenn
Don’t you love the car? They have the car in the tasting room. I can only imagine the silly poses people do with this car after a couple generous tastes of Fernet.
Fernet is an amazing thing.
October 26, 2010 at 8:49 pm
Carrie S.
So nice to meet you tonight at Kappy’s! Love seeing these pictures from the Fernet Branca plant. Fernet IS an amazing thing!
October 26, 2010 at 9:38 pm
Jenn
Agreed. I always love meeting a fellow Fernet-lover. Maybe I’ll see you soon at the Citizen– you’ll find me next to the tap of Fernet. Yes, you read that right, folks, Fernet on tap. I have not yet experienced it, but my friend Christine can tell you all about it:
http://www.dudekicker.com/2010/10/fernet-branca-on-draft-at-the-citizen-pub.html
October 27, 2010 at 12:46 pm
DJ HawaiianShirt
Great post!!
January 1, 2011 at 10:20 pm
The Year in Booze « Nightcapped
[…] the stories of how the spirits we drink today began and have impacted our drinking culture. So, visiting the Fernet Branca plant in Milano satisfied my cocktail nerdiness in a major way. I learned about the products […]
August 6, 2011 at 4:59 pm
Spanish Sip at Estragon « Nightcapped
[…] (in Negroni style) would have been delicious, but then add a little of the ultra bitter, potent Fernet Branca and mirto, that myrtle berry liqueur that suggests mint, eucalyptus, and even pepper on your […]