Fred Jerbis: Drink Amaro
Insight: In the states, we’ve embraced Italian food and we’ve embraced Italian wine. We love the restaurants and obsess over the cooking shows. And even though we take every bit of culinary advice Stanley Tucci has to offer, we still leave a key element of the Italian diner off the table: The after dinner drink, Amaro.
Idea: Inform Americans about the tradition and purpose of Amaro by leaning into romanticism, Italian aesthetics, and the traditional liqueur advertisements. The visuals will be riffs on vintage art deco posters (references shown below). This will create a sense of nostalgia and sophistication, which echoes the associations of the Fred Jerbis Brand.
Purpose
Mission
Vision
Values
Voice
Brand Ladder
Sophisticated Yet Accessible
Create artisanal spirits that channel Italy’s regional cultures and spirit making practices
Introduce America to the concept of the digestivo by appealing to aesthetics and our love of Italian culture
Evoke place and memory through dedication to tradition
Crafstmanship
Authentic & Introspective
Sustainability
Regionality
Effortlessly Cool & Inviting
“Amore, Amore, Amaro”
Fred Jerbis: Drink Amaro
“For when that chicken parm is doing too much harm”
Fred Jerbis: Drink Amaro
“The celebration for after you celebrated too much”
Fred Jerbis: Drink Amaro
“It’s like a ginger shot, but if it was boozy and tasted good”
Fred Jerbis: Drink Amaro
“You don’t have to be in Rome to do as the Romans do”
Fred Jerbis: Drink Amaro
“Best served after a meal that would make your nonna proud”
Fred Jerbis: Drink Amaro