Amarelli Liquorice – “Pure excellence of Calabria”


Amarelli Liquorice
Liquirizia Amarelli – Con Margherita Amarelli

We had to re-invent the company a bit, we liked it of course, but there was room for improvement. First of all, nobody knew us on an international scale. Secondly, we wanted to shake off us the “Grandma’s candy” aura: we needed to re-invent the brand, focusing on the future. We forged new partnerships and reached 26 markets (from a starting point of 5) all over the world.

Margherita, what is your position inside the company?

I’m one business partner. There are ten of us, four CEOs, my brother and me plus two more persons. Fortunato takes care of the administration side, I’m more involved with marketing. Our aunt Pina’s our PR and the fourth partner, Franco, he conceived the idea of the museum. As I said, we are four partners, two seniors and two younger ones.
I was born here, but went to study in Florence and I live between Florence and Rome. When I joined the company, I moved our offices in Rome from Rossano because you know, it’s easier to deal with international buyers and partners from Rome. Rossano is too small a town to be around and keep oneself up to date with the world, which is fundamental if you work in marketing. The head quarters had to stay here in Rossano though and that meant that some members of the family, those at the head of the company, would have had to travel often. You know, meeting foreigners and Italians alike, getting to know them and keeping the market situation in check. This was the beginning of our bet on international markets. We updated our communication without changing the product. It may sound absurd, but we work with the precise purpose of ensuring that the liquorice contained in every red can shall be our Amarelli 100% Calabrian liquorice.  
Scopri l’intervista a Pina Amarelli cliccando Avanti >

Scritto da Vincenzo Girasoli

Una vita ad immaginare e costruire un futuro che non è mai stato così chiaro e limpido. Fatto di emozioni inesauribili alla vista dei colori che questo mio Paese sa ogni giorno regalarmi. Ho viaggiato, senza mai stancarmi, per poi fermarmi dinanzi al blu del mio Mediterraneo. Lì capire che qualcosa di grande e profondo, intenso e meraviglioso, stava accadendomi; e che non mi sarei mai più fermato. Tuffandomi in quel mare sapevo che non avrei più potuto tornare indietro. Al contempo sapevo che i brividi che mi percorrevano sarebbero stati i vostri. E che insieme avremmo corso sempre più veloce verso qualcosa di puro, autentico, genuino, felice. Qualcosa che con orgoglio chiamo Idressitalian.

Liquirizia Amarelli – “Pura” eccellenza di Calabria

Bikini Test: How to Own it in two weeks!