Amaro Cynar 70 Proof (0.70L, 35.0% Vol.)

Amaro Cynar 70 Proof (0.70L, 35.0% Vol.) In 1948, the company G.B. Pezziol of Padua owned by Amedeo, Angelo and Mario Dalle Molle - former producers of VOV - creates an aperitif-digestive liqueur called CaB1. At the end of 1949, after a long phase of experimentation, the liqueur took the name of Cynar from the name of one of its components, (cynara scolymus) and in 1952 it was marketed with the label that would make it famous. In 1955, a Doxa survey listed it among the most popular Italian aperitifs, second only to Campari Soda and Bitter Campari; the Dalle Molle brothers sense that it is the right time to link the name of G.B. Pezziol - and Cynar - to a more important city and so, although production remained in Padua, the company's registered office was moved to Milan. The progressive expansion of sales from 1957 to 1976 occurred in parallel with the strengthening of advertising, especially thanks to the carousel broadcast by Rai. The liqueur became popular with carousels in the early sixties of the twentieth century, thanks to the successful series of television advertising films first starring Ferruccio De Ceresa and then, from 1966, by Ernesto Calindri. In one of the advertising sketches best known to the general public, an imperturbable Calindri sips a glass of Cynar sitting at a table in the middle of a roundabout, in the chaos of city traffic and then recites the slogan that has become part of the collective imagination: " Cynar against the wear and tear of modern life". The partnership between the actor and the brand lasted until 1984; towards the end of the seventies the Carosello changes setting and, from the busy city, moves to an artichoke field. In the nineties there were other testimonials such as the actor Alberto Lionello and the showgirl Natalia Estrada and new commercials set to music by Enzo Jannacci. Since 1995 Cynar has become part of the Campari Group. Since September 2007 Cynar has proposed the famous slogan of the sixties in a ironic, thanks to the participation of the Elio e le Storie Tese group who, as new testimonials, find themselves in the center of a busy road intersection from which they escape thanks to a bottle of Cynar which transforms into a spaceship in the shape of an artichoke. In this commercial, when the group drinks Cynar in the middle of the street, Calindri's photo appears on a newspaper page with the well-known slogan. The largest markets are Brazil, Italy and Switzerland.