In the back of his biscuit factory in Pisticci, Cavalier Pasquale Vena created a mixture of herbs with a balanced, consistent flavour, with citrus and floral notes. This is how Amaro Lucano was born.
Some years later, the incredible success of this discovery earned this exquisite liqueur a reputation that reached beyond the borders of Pisticci and Lucania, appreciated throughout the Italian peninsula, reaching the refined palates of the Royal House of Savoy, to whom the Vena family become the official suppliers.
In the 1980s, due to a popular advertising campaign, mostly on television, the unique Amaro Lucano brand strengthened its hold over Italy. In this period, the immortal catchphrase that would represent Amaro Lucano across the globe was born: “What else do you want from life? A Lucano!”