Molinari is a company with a history. Founded by Angelo Molinari in 1945, it is now market leader in the sweet liqueurs sector and presenting its flagship product, Molinari Extra, to the market in the new bottle.
The historic bottle, owes its new, contemporary design and international allure, to Milan studio Robilant & Associati, who have seen the tradition through new eyes.
The first striking change is in its shape: the bottle seems more slender, more transparent. The result is a renewed elegance, which reinforces its premium characteristics.
Scaled down in size, the label seems more ornate, though its distinctive features are basically preserved and even enhanced. This strikes the right balance, leaving pride of place to the Molinari brand name.
Imprinted straight on to the glass is a previously unknown, stylized logo. It consists of the letters “SM,” an evolution of the present “S” of sambuca which has been imitated all-too often. Joined to it is the founder’s signature, confirming title to the brand. The logo is enclosed within the elegant moulded décor of the bottle, which makes it easier to handle – especially in the larger formats which the company offers via the ho.re.ca. channel.
The label is printed on special paper which resists low freezer temperatures and contact with water.
The cap is different, too. This is now aluminium, and there is a built-in spout to aid pouring at minus 20°C.
To safeguard product integrity, the new cap also features a tamper valve which instantly reveals whether the bottle has been opened. This adds one more guarantee for clients and consumers.
The elegance conveyed by this image will meet the expectations of Molinari fans. It offers continuity of the brand history and tradition but, at the same time, looks ahead, to a future in which the brand’s leadership in the sambuca category will be even more pronounced.
Molinari is the brainchild of the brilliant Angelo Molinari, an expert liqueur maker. In a back room of his house, in 1945, he created a product of inimitable taste. He called it Molinari Extra.
The story goes that, in a moment of ‘dolce vita’, Angelo Molinari suggested to a barman on the Via Veneto in Rome, that he might attract Hollywood stars with a glass of Molinari laced with three coffee beans. This gave rise to the myth of “sambuca con la mosca” – meaning “with a fly”. The drink was an immediate success and won the brand international fame. It has become one of the best-known Italian products in the world.
Through a lively spirit of enterprise, Molinari built on this success and laid firm foundations for his business. Today, in fact, the company is under the management of the third generation of Molinaris. Production exceeds 9 million bottles a year, of which about one-third are destined for export to over 70 countries of the world.