064 | Nicola Olianas | Building a Category Beyond Trends | Fernet Branca & Carpano Antica Formula

Show Notes

Episode Deep-Dive Analysis Available at maffeodrinks.com 

In Ep. 64, I hosted Nicola Olianas to discuss Fernet Branca's evolution from a medicinal remedy to a global icon known as "The Bartenders Handshake".

Nicola shares insights on brand building, the importance of liquid quality, and the creation of a unique category in the spirits industry.

The episode also highlights the Fernet Branca coin as a symbol of community among bartenders.

Nicola Olianas is the Global Export Head of Advocacy and Ambassadors at Fratelli Branca, working with brands such as Fernet Branca, Carpano Vermouth, Antica Formula, and Punt e Mes.

Time Stamps

00:00 Introduction to the Maffeo Drinks Podcast

00:51 Meet Nicola Olianas: Global Head of Advocacy at Fratelli Branca

01:34 The Origin of Fernet Branca: From Medicinal Remedy to Global Icon

02:58 Brand Building vs. Liquid Quality: What Comes First?

06:24 Creating a Unique Category in the Spirits Industry

10:18 The Importance of Versatility in Product Use

23:53 The Bartender's Handshake: The Story Behind Fernet Branca

33:26 Conclusion and Next Episode Teaser

About The Host: Chris Maffeo

About The Guest: Nicola Olianas

Interested in Group Subscriptions, Keynote Presentations or Advisory? You can get in touch at [e-mail] or find out more at maffeodrinks.com 

Creators and Guests

Host

Chris Maffeo

Drinks Leadership Advisor | Bridging Bottom-Up Reality & Top-Down Expectations

Guest

Nicola Olianas

Global Head of Advocacy | Fernet Branca | Carpano | Antica Formula

What is MAFFEO DRINKS?

The MAFFEO DRINKS Podcast is a leading drinks industry podcast delivering frontline insights for drinks leadership.

For founders, directors, distributor MDs, and hospitality leaders navigating the tension between bottom-up reality and top-down expectations.

20+ years building brands across 30+ markets. Each episode features drinks builders: founders, distributors, commercial directors, sharing how the drinks industry actually works. Not the conference version. Honest conversations.

Insights come from sitting at the bar.

Beyond episodes: advisory for leadership teams, subscription with episode deep dives and principles to navigate your own reality.

Beer, wine, spirits, Low and non-alcoholic.

Bottom-up Insights & Episode Deep Dives at https://maffeodrinks.com

Welcome to the MAFA Drinks
podcast, I'm your host Chris

Mafell.
In episode 64, I hosted Nicole

Olianas to discuss Fernet
Branca's evolution from a

medicinal remedy to a Global
Icon now known as the

bartender's handshake.
Nicola shares insights on brand

building, the importance of
liquid quality, and the creation

of a unique category in the
spirits industry.

The episode also highlights the
Fernet Branca coin as a symbol

of community among bartenders.
Nicola is the global head of

advocacy and ambassadors at
Fratelli Branca, working with

brands such as Fernet Branca,
Carpano, Vermont, Antica,

Formula and Punta Mess.
I hope you will enjoy our chat.

One last thing, if you enjoy
this podcast, you will also like

the Mafair Drinks guides.
You can subscribe free or paid

on mafairdrinks.com.
John Nicola, how you doing?

Hi, Chris.
I'm doing very well.

Fantastic.
After the run of our show,

actually a couple of days of
rest, I'm ready for this

fantastic and I missed
opportunity then get me on with

this podcast and I love talking.
I want to say hello to

everybody, listen to the
podcast.

I know there were a lot of
people waiting.

When you share that Instagram
picture with us, a lot of people

start putting likes and say OK,
this is fantastic, it's going to

be amazing.
So a lot of expectation.

I'm OK, I'm ready.
It's all with you.

Fantastic.
That's a great honor to have you

here at the My Fur Drinks
podcast.

The Instagram went went crazy
when I posted that photo of us.

It's it's a great photo.
I must say it's a great photo.

He's a great follow.
We look, we look good.

And it's funny because I mean,
I, I discovered you through

another podcast, you know,
decoding cocktails, which I do a

shout out to because they're
also doing great stuff.

And I listened to you and then I
was like, I need to get this guy

on on, on my podcast.
And then just randomly we met at

Prague bar show.
We looked at each other and said

we may know each other of each
other.

And then, you know, we had a
very interesting conversation.

I I I ended up spending most of
my time at your stand because it

was really.
Oh yeah, it was fantastic.

Gave you there.
It was my first time at the

Prague Bar Show, which was
really good.

We had a small corner there by a
lot of bartender came to see me,

came to try for the Branca.
It was nice to have you there

because you know everybody.
You, you everybody there.

So like through you, you were
kind of creating the traffic our

to our stance and you were
introducing me to everybody.

And it was like kind of good for
me for like however, like a

friendly space, A known space.
Even if I knew I met you only

that day.
We were kind of connected for a

way we start talking.
You know the drill.

You are have a wide experience
of the industry.

You know, we connected because
we all speak the same language,

no, just Italian, but the
language of the industry.

So it was good to every door.
And then when you told me that

you do the podcast everything
and you asked me to participate,

to like to read, to record a
poster video, I was like, yeah,

fantastic.
Let's please do it.

That's that's that's great.
That's great.

So let's start with my usual
starting question that I that I

always ask everybody.
Does it start with the brand or

the liquid?
This is a tricky tricky

question.
This is what I say.

My company was born, has a
distillery, it was born has a

producer of a product.
So the brand started around the

league.
So this is my philosophy.

This is what I believe.
The liquid comes first.

And then if you don't have a
solid liquid, if you don't have

a solid product that people
could trust, that you cannot

build a brain around Bob.
You know, we have many examples

that there was a brand 1st and
then the liquid of the brand is

more important than the product
himself.

Thanks to a great and strong
brand, you can actually start

building a good product.
It's a matter of how you put

yourself in the market.
For us, for me, for our company,

the liquid, the quality of the
liquid, the quality of the

process comes first.
This is that thing for me.

The liquid comes first.
Then once you we have a solid,

great liquid that people trust.
If you put the trust, you have

to have a solid brand that
people connected to and that

brand has to communicate
everything that is within the

liquid.
So you have to have.

This I love that.
I love that I agree with you and

also that probably like, you
know, especially it's historical

brands like, you know, Fernet
Branca or you know,

Carapanantica formula.
Those people, you know, they

were really, you know, they were
other, you know, apothecary or

they were really like into the
league.

I mean, there was no branding,
but back then it was literally

only product.
There was no marketing.

You know, the marketing was
really good, doing a good

product and sending it to
someone to to a king.

This it was built around the
product in part in on the how it

is we consider today markets
promoting the liquid, giving the

liquid to the right people,
maintaining the expectation of

the first consumer, making
consumer being like ambassador

of your product because they
wanted to share it to other

people's source.
It was a first appearance of

advocacy.
There was a certain of

endorsement.
That thing started up, you know,

also like 200 years ago.
It's no nothing new.

We didn't really invent
anything, you know, in 1886

we're, you know, they have four
years old.

We were making posters.
We were already communicating

with consumers.
So bad marketing idea kind of

started straight away from our
company, creating the habit in

their predictables.
The thing is that you know, it

depends with the purpose of what
you do it in a way that

everything started with an
illuminated idea is what you do

with that illuminated idea that
creates than the product and

then the grant.
I think that everything about

sort of Branca is iconic.
That product is unique, the

product is iconic, the liquid is
unique and iconic.

The bottle is icon, the lowest
iconic.

Everything regarding the product
that I've represent, that I

represent is iconic.
I think like being unique gives

you the chance to create also a
strong brands around it.

Yeah, yeah, yeah.
And, and the bridging on what

you, what you just said, I often
talk about, you know, creating

the category.
You know, I talk about category

design and you know, creating a
category before creating a brand

now, because like a lot of
people talk about brand building

and that's why I, I call
ourselves and, or the community

like drinks builders rather
than, you know, brand builders,

because for me it is ultimately
about creating a category.

I lately call it like a bottom
up category.

So something that you start from
within the overall category

world of, you know, like rums
and whiskeys and gins and you

know, like the macro categories,
as you know, IWSR reports, you

know, and to that extent, both,
you know, for Netbranca and

Carpanel, we can say that they
created their own category.

Would you say like, you know,
today's brands, you know, like

how can they create the wrong
category in, you know, like a

brand?
Like, you know, because there is

this feeling that, you know,
everything has been invented.

No, it's like, I'm not going to
invent the new vermouth.

I'm not going to invent, you
know, you know, there are

vermouth, there are for Nets,
there are Amaro, there are Jim,

you know, how can I create a
category?

And that's why people default to
creating a brand.

Yes, this is something.
Is that also a critical question

that you should do yourself when
you want to part the path into

this industry as a company or as
a sole producer?

I always make a clear statement
of this.

Branca was the first.
Victor Capra was the first.

We all know that.
Everybody knows that being the

1st is an exercise that you have
to do every day.

It's not just once, but because
you are the first, you have to

be the first every day.
You have to be the leader of the

category every day.
So rather than just do something

innovative that was not there
before, you have to be able to

create something that is unique,
that was not there before, but

that also inspired other people
to try to do the same, other

company to do the same.
That is when you create a

category, you would need the
category at the same time you

inspire others to do exactly the
same.

That is when you create that
strength around the product you

create.
Otherwise, it's just like the

league of explore over place.
One sport that only you are the

team, but at some point nobody's
going to, you know, it's not

going to watch the game,
nobody's going to be interesting

for you.
This is not this is the thing

you create the sport, but you
inspire other people to reach

the level.
So as a car panel, we are there

to set the benchmark on how
verbal should taste like, on how

verbal should be made every day.
Every day with that we produce

verbal was from Abranca that
first medicinal picture that you

could drink it only for pleasure
and you can sleep with and enjoy

it.
That was from Abranca.

There is what is from Abranca
today we maintain that

characteristic immateriate
though we also maintain that

availability.
So we have managed to create

these two products that we
standardize in a way that

everybody have access to it.
And this is also the magical

things.
You can create something unique

but unachievable and that's it,
nobody can enjoy.

So you are just there by
yourself, just playing the game

by yourself.
Here we are on the field playing

with everybody else, but also
creating the possibility to

everybody to achieve it and have
it.

Building on that, like how do
you explain the categories, you

know, like compared to other
competitors that you know, like

through the the 200 years you
know and the sport?

I always say, of course there
are many players out there are

many companies that all amazing.
Every company in the industry

managed to achieve amazing
goals, amazing results, being

alive for something years.
We present some markets for so

many years managed Frost, that
border of their own territory

are being exported everywhere in
the world, which is such a hard,

hard exercise to do.
I present my company first of

all for who we are.
I present the company that I

represent for who they are.
They are a family.

We are 100% privately owned by
the Branca family.

I present the product as it is,
not how people should drink it.

You know, people tend to
categorize and classify

everything that they drink or
they eat or they do.

And I think that we should start
open ourselves to a different

way of approach, especially this
product.

There are no product that
strictly operating or product

that are strictly amaros or
digest.

Products are products in the way
they are.

It's how we use them, when we
drink it and where we mix them.

That's change that main
characteristic because you are

working with products that were
not invented or created just for

a specific risk.
If you take today an ingredient

for cocktail that was created
specifically to make that

cocktail as an ingredient that
the product itself just like

stays there.
It's just like you, you, you

give them the contain that
product within the ruling.

You cannot move it.
But if the product was created

with an idea, with a wider
action of possibility, then the

way you can move it, you can use
it can go from a predictive to

digestive to just like a
entertainment, to a cocktail

ingredient, to a modifier, to an
aromatizer, can really play

alongside all the industry.
And on top of that day, the

versatility is wider in the way
you use.

And that brings the better
economy in your bar because you

won't have bottles that will
stay there forever until you use

it for a specific hot dogs.
And the prote himself can go

through time.
And when maybe that trend or

that momentum in the industry is
fading down a little bit, always

that is you pick up again the
trend of a creativo, for

example, and the bitter drink
just like during the 90s and

2000 just starts fading away and
now everybody's drinking picture

again.
And you see so many couples in

the menu that have amaros in as
ingredients, that firm of these

ingredients in the tooth.
Between 90s and 2000, there were

no amaros.
There were no picture present in

the cocktail.
It was just about whiskey and

raw and tequila and acidity and
lemon and sweet and sour.

There was a trend there.
Nothing wrong with that.

Now instead like A8 cocktail out
of 10 have a picture, an

aromatized picture.
I have a three different type of

vermouth and amaros.
That's stranger.

Why I'm saying that is because
if you have a strong product

build with an idea that rather
than just a purpose, you can go

through these changes and
survive.

I always make an example.
How do you survive like fries in

time for a specific up, take
away for a specific trend of

drinking, for people's changing
of habits and palettes?

Well, if you go in hibernation
like a bear, OK, let's say like

a bird, like a black bird, like
a grizzly, whatever.

If you're going to hibernation
as a bird, you don't wake up as

a sheep because you went asleep
as a bird.

And when you wake up, you still
are a bird, you are strong.

So if you were born that way,
that nothing happened to you,

that can make you change who you
are, you just lower down your

framing in time and your time
will come again.

So I always say that if the path
that professional is pursuing is

the path of quality, sooner or
later you will meet for Nebraska

and Carba.
Sooner or later you will meet

high standard quality products
like carbon and for the BRAC.

I love that.
Because we are there, we don't

change that.
There's a lot to unpack there.

Now.
One of the things that struck me

was the facts about like what's
something that I talk about is

the, you know, focusing on taste
profile and bridging categories

and also being flexible enough
not to get stuck into something

so that, you know, you don't
fight vermouth against vermouth

or Amato against Amato or
Fernette or whatever.

But you know, like you are
playing in different kind of

territories, You know, and, and
I always talk about this, this

thing that I called, I just
made-up this term, like the,

the, the brand Ring Rd.
You know, like, it's a little

bit like when you went to Roma,
you know, like, and there's,

there's this ring Rd. around the
city and you don't know, it

depends which way you're coming
in from, You know, it depends

where the navigation is telling
you there is traffic.

You know, you have to kind of be
silent also like a little bit

like, and be conscious of the
quality and what you represent

as a brand, but also then
understand.

OK, easy.
More into the botanical element

of this or is it more into the
Amato element of it?

Or is it about the apothecary
element or what I usually talk

about now?
Or is it about the appetit evil

or is it about the digestive,
you know, and being able to

actually move along that
conversation to understand.

OK, how do I recruit this person
into my my product, you know,

rather than just like going with
the standard selling story, you

know?
Well, I mean, communication is

very important is when how you
communicate to people.

In my strategy, which is I don't
know if it's the strategy or if

it's just the way I do it, I do
two things.

I never stop thinking about my
products.

Is that kind of like a
relationship, You know, someday

I give it for granted.
I always think what this product

means to me, what the liquid it
means to me, what this what

company means, which is my
relationship with this.

Every time that I've tasted, I
try to discover something new.

I'm always really like try to
build a new speech around and

never stop really working only
as this one thing that I do is

try to get the same connection
with the people that I present

for the Branca or Carpenter.
I always say that there is no

way that you're going to
replicate the things that I say

or my speech.
Try to establish your personal

relationship with the liquid,
what the liquid means to you.

What is this saying to you?
Describe that, try to understand

what is that.
And then once you have that

understood, once you have chosen
the right wording for you to

describe those products, that is
the moment you become somebody

dense can understand why they
like it or why they don't like

the phone.
This is the moment that you can

actually become somebody that
can promote the product to us.

That's what I'm trying to.
I'm never go to a presentation.

I never approach a customer, I
never approach a sales pitch by

saying that this is the best,
you should like it.

And This is why you should like,
no, this is what I do, This is

why I do it.
And this is what they mean to

me.
This is what I feel and this is

what I try to get into it.
This is why I feel this, because

this is what we make with the
products.

And there's still that these two
are connected.

So what do you think?
Do you feel the same?

Do you feel something different?
Share with me because you know,

I want to make somebody that's
in front of me that is sharing

my same passion.
So that is the thing that I'm

trying to do, whether it's a
salesperson, whether it's a

bartender was the consumers.
I tried to get them connected,

you know, because once I leave
the room, once I know there, I

want to make sure there is a
person that is self aware of

what is going on.
And then it has all the amulets

needed to understand or not all
or to like or not like my

product, but at least they know
that have the last element to

make that judgment correct.
And 1st, you know, one of the

most important thing for this
company, Chris is not the next

fiscal year.
I always say that and don't take

me wrong.
We want to sell bottle, we want

to do our objective, we want to
reach our sales, whatever.

But that's not the main word is
how we want to do it.

That matters the most, the most
important thing for these

companies.
How do I deliver the company

healthy enough to the next
generation?

It's a legacy here.
It's not just, it's not all

about anymore, just the brand.
It's a legacy.

There is the family name in the
pot.

So the only way that this family
knows how to do that is by

delivering quality.
If you deliver quality, you get

back respect, and from respect
you get longevity.

I love what you're saying and
it's very interesting for me.

I mean, it makes me think of
when I, when I was at university

and one of my favorite professor
was asking as it was a room of

like 1000 people in Rome
University, like this kind of

like jungle.
And, and he was like, what's the

ultimate role of, of a company?
And we all said like, you know,

profit, you know, like in
revenue.

Everybody started shouting all
these, these things and he said,

no, it's survival.
You know, it's survival is like

it's bringing it to the next
financial year, is bringing it

to the next generation, is
bringing it, you know, across

the the pond.
So to say, you know, and I think

that goes back to what we were
saying at the beginning, people

that founded these old brands
and old historical brands, you

know, like they were not doing
it.

Of course they were doing also
for the money.

But you know, they had the
drive.

They had an idea, as you said.
There is nothing wrong of being

a businessman.
There is nothing wrong or being

an interpreter, nothing wrong as
long as you have a purpose, as

long as you have like a clear
and honest purpose.

This called this company is
called Sartelli Branca.

And the founder was one guy you
hope is what is called Brothers

Branca Brothers.
And it was founded by one first.

So it's kind of like can you?
It was already thinking about

the next change and selling is
important because this company

is a family owned company buys a
company made of families with

300 families based on everyday
life.

All this company and everybody
participate to the successful

year of this company.
Of course, you need the

leadership, you need like a
family leader like Nicola

Branca, the count that make us
that is guiding us that.

So every choices that we make in
the short term, they are going,

they're not going to affect the
company negatively in the next

25 years.
And he's the only one that has

the vision.
I've been working 15 years for

the company and honestly, my
vision to that future is limited

if you compare to the vision
that the owner and the founder

of this company has.
So this is really important.

Being an entrepreneur is nothing
negative.

Being a businessman is nothing
negative because you are

building something that people
can survive with, they can live

with, they can continue to do
the things that they do every

day.
Of course, you have to do it

with self-awareness.
Today everybody's talking about

sustainability.
This is the big thing, OK?

How do you reach sustainability?
Well, first of all,

sustainability is not only that
you don't use paper or you don't

use plastic or glass wherever,
OK?

We all know that, you know, we
already talked about, everybody

knows.
It's not about that.

Sustainability also is how to
how to work every day, be able

to work every day.
How can you use the

sustainability of your own body,
of your own person because the

family?
Are you taking too much time

from your work and this and then
taking out of your families?

You're not doing anything that's
just sustainable.

Absolutely.
I always talk about building a

brand that is it's like a
sustainable growth, you know,

like it's not only about
sustainability from an

environmental perspective, but
it's like, how do I do it in a

in a proper way that doesn't
hijack, you know, the the future

doesn't jeopardize the future.
No, I love like how you explain,

you know, how you bring that
message to other people know

that, you know, they cannot
replicate exactly what you're

saying, but you know, you push
it into a different angle.

Like what's in it for you know,
it's connected for me, like

because I'm infrared blanket for
me, it's I mean, apart from

being Italian, it's like, you
know, I've been knowing their

brand since I was a child, like
watching, you know, ads on TV.

And it's also known as the
bartender handshake.

Know, I think what everybody's
probably waiting for like in

this episode, it's like to
really understand how does it

get to, to being a bartender
handshake?

Because for me it's also
related.

I, I, I heard you speaking like,
you know, like about bitterness

as an acquired taste, like you
fight to, to like bitter, you

know, like it's not like
something that is in, you know,

it's like with coffee or with,
with any with bitters and so on.

But is it also about that?
Is it also about like the fact

that, you know, you're in a kind
of like community, you know, is

it related to the liquid?
Is it related to the taste

profile?
There's a whole claim that says

that are multi mano per tutti,
that's for maybe, but no for

all.
And then they change into the

Ferrobacca.
If you know, you know.

So this is where it really is
like what is from abroad and the

passage is even wider.
How you start to be like an

Apana chair remedy for
everything in Milano in Diablo

35 should be the ritual of top
bartenders globally and in San

Francisco and everywhere else
has the main shops to make a

clear statement that you are
part of the industry.

How do you really reach these
two extreme points?

Well, the secret is the liquid,
but no matter what, no matter

the situation, no matter
whatever is the time, the liquid

won't let you down.
And every time you try every

time you drink it's going to be
always the same like you're

always the same for my account
became that bartender secret and

shake thanks to the post of few
people back in the day in San

Francisco.
They kind of sold the

opportunity of this fantastic
picture to rediscover the

pleasure of bringing Victor
Bronch has been in the US since

ever you know since like late
1800s Senator Broncha was

imported in the US and New York
and everywhere.

So like 1919 eleven.
I believe the federal Branca was

in addresses different countries
of that we appear now as a part

of the in shape we were there
before.

There is a there are a few
theories that I have mine I

don't know official, but they
are pretty official if you want

to say that because they are
mine.

I believe that like all Amaris
and vermals, there are further

Branca between all those is that
one that having no sugar 300%

natural to be made of only
herbans, Isis that are kind of

bacterial static.
Even if you the bottle stays

there for a long time doesn't
change.

It doesn't go off.
It doesn't change the 1st for

five, whether you keep in the
fridge, whether it's out of the

fridge, whether it's like
exposed to heat or in the being

in the stockroom for a long time
doesn't make sediments.

So the purpose in the rock is
kind of like first and my theory

is that there was a moment of
history that amaros and vermouth

were kind of forgotten by, but
the permits were there.

You know, especially in this in
that second generation Italian

restaurant or a cocktail bar, a
very old cocktail bar that they

already had for a rock and
vermouth event due to the next

trend were not using them.
So the presents where they're

sitting and of course, you know,
you know, all bartenders knows

that.
I know that too, that when you

are a bartender, are you working
every day when you see another

bartender coming to your bar,
you just give them something

false.
Is there either like an extra

cocktail because you make 2
instead of one, or is it like a

shop?
Whatever you give them something

for free, you don't make them
pay for the same purpose because

when you go to their bar, you
are poor and then you don't have

money.
I'm going to talk about me when

I was young.
So you kind of like when I have

some fresh shots, you're kind of
like it's a silent thing.

It's an untold thing.
You know, let's help each other.

I come to your bar, you pass me
the one shot for fit and I'll

come you when you come to my bar
use.

Of course, I know that one of
the things you have to do is

I'll be able to do so, but
without, without being caught by

your manager or the owner, of
course, you know, because they

want to make money.
And then when I was working back

in the day in the bar, we were
actually controlling the stock

every week, every weekend we
were stopping and controlling

the level of alcohol we had in
the stock, how much vodka,

tequila, we were putting
everything together and the only

things we were not controlling
were the Maris because nobody

was drinking it.
So, you know, the only thing we

could offer and bartenders could
offer and drink in between

shift, the window.
I mean, also when you were

working, you and I have a shot
of something, but you cannot

touch the rum or the tequila,
the whiskey.

So you have to drink something
that is alcoholic but nobody's

caring about.
So the only thing we could offer

and drink were shots of America
and the specific shuttle front

of run.
So like that became a thing, you

know, I drink from the Branca
and at the same time I'm

drinking something that is not
everybody can drink in.

This is something that only us
because we are bartender,

because we understand, we know
it and it's our thing, you know.

So offering or having a shot off
in the Branca together was kind

of like a ritual of the any of a
category of people, of a needed

of a group of people that had
that thing in common.

I love that.
What was making you feel part of

that?
And then became like a ritual of

initiative people into the group
into that this time, you know,

so every time somebody was
joining the bar or joining the

stock, they had to go through
this ritual passage and say, we

are telling you something,
right?

Nobody has to know.
We're drinking here, we're

working, we're drinking.
You can drink for free.

You don't need to steal, you
don't need to deal.

But this is the thing you have
to drink.

And he's from the bride.
This is the thing we drink.

So you either accept it or you
are, we are not part of this.

So that also was like a, you
know, years of years of sampling

and people introduce him.
So once you go as a new

bartender to another bar and ask
for a shocker for that, you were

immediately recognized as a
colleague.

So you go there as a young
bartender, as a young Bart back

going out as special for net
that makes you feel cool, makes

you look cool.
And the bartender are you're a

colleague.
Where do you work?

And that was the connection.
So sorry, Branca not only be a

liquid, a product that connect
flavor into a capital.

So like an aromatic Victor, they
create an extra dimension in the

capital because that's why you
use Victor later are using

copter to give that dimension,
the extra dimension to the

copter themselves.
Otherwise it would be flat.

But Fernabranca also that thing
that connect people so different

from each other, a demographic
difference that you would not

even imagine people would
connect to without being

connected through Fernabranca.
They connect people.

They don't know each other.
When you come to Fernabranca

parties and events, you can tell
it's for a Branca because of

course everybody's there for a
Branca.

But you cannot identify the
product by looking at the people

because that's so different.
That's so different because we

are in a collusive brand,
because we make things connect

to each other in a very natural.
And this is what the further

Branca is doing into the
cocktail and this is what for a

Branca is doing to the part of
the community.

We were at the Roma Bar show and
we were doing like front of

Branca parties.
We're not only bartender at our

event.
There were also other companies,

other brands competitors came to
the front of Branca party and

celebrate with us that without
seeing for a Branca as a

competitor, but being from the
Branca as a symbol of community

that connects everybody.
Whether you do another you do a

gin or a whiskey or a verbal or
whatever products you're

representing doesn't matter.
Everybody was having a sugar

from Abranca as a symbol and
then the products course is

there to sustain that because
you're doing that with a product

that is a great product that has
so much quality and he and

inside that you know, people
recognize that is the true

thing.
You know, you have both things

at the same time.
You have this truth, this

reality, this like authenticity
or who we are and what people

are, what represent to people
and then quality at the same

time.
That's all for today.

Remember that this is a two-part
episode 64 and 65, so feel free

to listen to that as well.
One last thing, if you enjoyed

this podcast, you will also like
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