Brancamenta was first launched in the Sixties, a time of great change characterized by a desire for new experiences also with regard to tastes and flavours. An innovative drink for all seasons with the capacity to amaze thanks to the “intense frisson of pleasure” it regales with each sip.
A long journey that starts with a surprising anecdote: the story goes that, before going on stage, Maria Callas liked to drink a glass of Fernet-Branca with a few mint leaves to make its bitter taste even more fresh and subtle.
This intuition prompted research into the production of a new drink based on a recipe containing herbs and spices, surprisingly enhanced by essential oil of peppermint from Piedmont, the finest in the world.
This brings us to the most memorable stage of our journey when, in 1971, the “Brrr… Brancamenta” campaign was launched, and became an authentic cult. A glass of ice shatters in unison with the sound of “Brrr”, the most famous onomatopoeia in the history of Italian advertising.
A formula which, with just four consonants, suggests the name of the brand and also recounts how the product is intended to be served – strictly on the rocks – to evoke the sensation of pleasure and astonishment it arouses.
Brancamenta became an icon and its thrilling journey continued down through the decades to regale more unexpected surprises:
from TV commercials to digital communication campaigns, not to mention the sponsoring of musical events and even new drink experiences with Brancamenta becoming the star ingredient of delicious cocktails.