There was a time – not too long ago – when bitter-based beverages were a rarity on American cocktail menus. The Aperol Spritz and Negroni craze changed that. US consumers began experimenting with bittersweet flavour profiles that acted as a gateway to gradual appreciation of the botanical and herbal profile of amaro.
‘Amaros benefited greatly from people wanting to branch out and discover more niche spirits,’ says Ashley Luna, director of food and beverage at Farmhouse Inn in Sonoma, California. Luna noticed an increased demand for amaro from guests in late 2021. This picked up in 2022 and has been steady since, with recent requests from drinkers for lighter, brighter amaros in spritzes.
Craft cocktails showcase amaro’s versatility
‘Our palates have evolved to appreciate bitter flavours, thanks to our love of coffee, dark chocolate and bitter greens,’ shares Jamie Hunt, founder of Seattle-based Fast Penny Spirits. ‘At the same time, craft cocktail culture has taken off, with bartenders showcasing amaro’s versatility – whether as a standalone sipper, a cocktail ingredient, or a low-abv option. Plus, people are seeking out higher-quality, better-made spirits with authentic stories and rich traditions.’
Local flavours
All this has led to an increase in American amaros coming to market, including two Fast Penny Spirits amaros that Hunt launched in 2020: Amaricano Bianca and Amaricano Rossa. Hunt grew up in an Italian family, yet of the 46 botanicals she uses, many are sourced stateside. They include Rainier cherries, Washington-grown saffron and Oregon hazelnuts. ‘Knowing many Americans were new to amaro, I designed a profile that’s approachable for beginners yet complex enough to captivate seasoned enthusiasts,’ she explains.
Aaron Sing Fox (left) and Daniel de la Nuez of Forthave Spirits
In 2016, Forthave Spirits in Brooklyn, New York, also committed to appealing to the American palate while staying true to its history as herbal medicine. ‘The flavour profile is very hard to describe, but we like to speak of the sensations that it creates when drinking it,’ say Aaron Sing Fox and Daniel de la Nuez, co-founders of the distillery. Their inaugural release, Marseille, is inspired by a recipe for botanical medicine used in southern France in the 17th century. They describe its ‘balance of sensations: it at once warms and cools the palate, as well as offers sweetness and bitterness’.
Some of the botanicals used by Forthave Spirits
Winning hearts
Boston-based Bully Boy Distillers was also an early adopter of American amaro with its 2018 release, the citrus-forward, simply named Amaro. It was such a success that it was added to the distillery’s portfolio. Amaro was followed by the rich, smoky Amaro Rabarbaro in 2020 and the Ethiopian basil-centric red bitter Amaro Rosso in 2024.
‘Once you start making amaro, it’s really hard to stop investigating different flavour avenues,’ explains Bully Boy head distiller and co-founder, Dave Willis. He hoped for an uptake of the Bully Boy amaros in bars and restaurants, because of the spirit’s versatility, but never anticipated the degree to which consumers now appreciate them.
It’s a similar story at Connecticut-based Mine Hill Distillery. The amaro it unveiled in 2019 matched its bourbon sales in 2023 and today hovers just behind bourbon as its second-best selling spirit. ‘What’s been particularly surprising, and delightful, is how many of our guests enjoy it neat or on the rocks,’ adds general manager Ron Neugold about the liquid he says is most often described as ‘Christmas in a glass’.
A sense of place
On the West Coast, Sierra Clark and her husband, James, founded Brucato Amaro in 2021, focusing on a California profile and production. ‘If amaro is a taste of place, California warrants the most extraordinary amaros to be created and dedicated in its honor,’ says Sierra of Brucato’s conceptualisation.
Sierra and James Clark of…
Source : https://www.decanter.com/spirits/on-trend-american-amaro-551716/
