Brand Tone

Artisanal & Traditional, Passionate & Proud, Elegant & Refined, Authentic & Natural

Brand Values

• •Quality
• •Tradition
• •Territory/Origin
• •Authenticity
• •Passion
• •Excellence

Best Practices

• •Embrace Storytelling: Weave the narrative of family tradition, Calabrian heritage, and the passion behind Amaro Lucji into all communications.
• •Highlight Sensory Details: Use evocative language to describe the taste, aroma, and ingredients (e.g., "vibrant bergamot," "harmonious blend of herbs," "velvety finish").
• •Maintain a Tone of Refined Authenticity: Combine elegant language with genuine statements about the product's origins and crafting process. Avoid overly casual or slang terms.
• •Showcase a Passion for Quality: Consistently refer to the premium ingredients, meticulous production, and any awards or recognitions as proof of excellence.
• •Connect with the Calabrian Identity: Regularly emphasize the liqueur's roots in Calabria, celebrating its unique terroir and natural bounty, particularly the iconic bergamot.

Social Perception

Customers and the public generally perceive Amaro Lucji as a high-quality, artisanal Italian liqueur with a distinct and pleasant taste. The Calabrian origin and use of local ingredients like bergamot are seen as positive differentiators. The numerous awards, especially "Best Liqueur in the World," have significantly boosted its reputation, leading to perceptions of excellence and trustworthiness. The brand is viewed as rooted in tradition and family heritage, which adds to its appeal for consumers seeking authentic products. There's an appreciation for the balance of flavors, making it enjoyable both neat and in cocktails.

Copy Examples

• •Amaro Lucji: Calabria's Soul, Bottled with Passion. From the sun-drenched groves of Calabria to your glass, Amaro Lucji is more than a liqueur – it's a taste of tradition. Crafted with hand-picked bergamot and a secret blend of local herbs, experience the award-winning spirit born from generations of family passion. Discover the authentic taste of Italy.
• •The heart of Calabria, the essence of tradition. Amaro Lucji is a symphony of meticulously selected local botanicals, crowned by the unmistakable aroma of Calabrian bergamot. Each sip tells a story of heritage and uncompromising quality. Taste the excellence. #AmaroLucji #ItalianLiqueur #Bergamot #CraftedInCalabria #AwardWinning
• •Experience Amaro Lucji, the World's Best Liqueur 2023. Our time-honored family recipe blends the finest Calabrian bergamot with aromatic herbs, creating a perfectly balanced digestif that honors nature's rhythm and artisanal craftsmanship. An authentic Italian indulgence.
• •Rooted in Calabrian soil, nurtured by family passion. Amaro Lucji isn’t just made; it’s crafted with a legacy of respect for tradition and the pure, vibrant ingredients our land offers. This is our story, poured into every bottle.
• •Taste the Triumph: Amaro Lucji, crowned the World's Best Liqueur. This isn't just an award; it's a testament to our unwavering commitment to Calabrian tradition, natural ingredients, and the art of fine liqueur making. Elevate your moments with a world-class spirit.