Some brands become part of collective memory and companies which, behind those brands, build a genuine industrial history over time. Gruppo Montenegro is one such company: an Italian company founded in Bologna in 1885 and now operating in the food and spirits sectors, with a portfolio that includes brands such as Amaro Montenegro, Vecchia Romagna, Bonomelli, Olio Cuore, Cannamela, and Polenta Valsugana. Today, the group has an international presence in over 70 countries and five production plants in Italy.
An aspect that showcases a Made in Italy approach that stays true to its roots while engaging international markets and consumers.
Queen Elena and Amaro Montenegro
It all began in 1885, when the young herbalist and liqueur maker Stanislao Cobianchi founded the ‘Cobianchi Stanislao Distilleria a Vapore’ in Bologna. Among his products was the Elisir Lungavita, which would become the company’s flagship product.
In 1896, Cobianchi decided to dedicate his creation to Princess Elena of Montenegro, the future Queen of Italy, to mark her marriage to Victor Emmanuel III. And so Amaro Montenegro was born.
The recipe remains one of the product’s defining features to this day: over 40 aromatic herbs, spices, and citrus fruits are processed using a complex method and a secret formula.
A portfolio built around Italian style
The group’s growth really took off from the 1980s onward, when Montenegro made its television debut with a series of now-iconic adverts that made the bitter liqueur a symbol of the ‘true flavour’ of life.
During this period, the company also expanded its portfolio through strategic acquisitions. Over the years, this led to the addition of historic brands such as Thé Infré, Bonomelli, Cannamela, Polenta Valsugana, Vecchia Romagna, Olio Cuore and Select. These brands embody the value of Made in Italy through a combination of manufacturing tradition, high-quality raw materials, and a constant capacity for innovation.
When tradition meets new consumers
Since the 2000s, the group has expanded its international presence and is now active in over 70 countries. In 2018, Montenegro Americas, the group’s US subsidiary, was established to develop the brands in the US, Canadian, Central and South American markets.
For Amaro Montenegro, one of the keys to its growth has been its ability to become part of mixology culture. The company has reinforced this positioning with The Vero Bartender, an international competition involving bartenders and mixology professionals.
Today, the group is also the distributor in Italy for several prestigious international brands, including the José Cuervo International portfolio, Matusalem Premium Rum, the Beluga Group, Jack Daniel’s, Johnnie Walker, and Bulleit from Diageo.
Made in Italy also starts in the factory
In 2025, the Montenegro Group opened the new Bonomelli factory in Dolzago, in the province of Lecco: 2,500 square metres, seven production lines and 100 per cent of its energy sourced from renewable sources. This investment aims to modernise production and strengthen ties with the local area.
The historic plant in San Lazzaro di Savena, on the outskirts of Bologna, has also been modernised in recent years to reduce seismic risk, upgrade the production lines, and optimise energy consumption. It therefore continues to play a central role: Amaro Montenegro and Select are produced and bottled here, and Vecchia Romagna brandy is distilled and aged. In addition to alcoholic products, the site in Emilia also processes and packages Olio Cuore.
These facilities bring the concept of Made in Italy to life: not merely a place of origin to communicate to consumers, but a community of people, manufacturing skills, and know-how that remain within the local area.
The figures behind Made in Italy excellence
The figures confirm the soundness of the adopted strategy: with turnover of around 319 million euros in 2024, up 60 per cent over the last six years, the Montenegro Group now operates in over 70 countries and is the second-largest player in Italy’s spirits industry.
Official recognition has also been granted at an institutional level: eleven of the group’s brands, including Amaro Montenegro, Vecchia Romagna, Rosso Antico, Buton, Grappa Libarna, Rabarbaro Bergia, Cuore, Bonomelli, Cannamela, Polenta Valsugana and Pizza Catarì, have been included in the Ministry of Economic Development’s National Register of Historic Brands of National Interest.
From a small distillery in Bologna in the late 19th century to a multinational group, the history of the Montenegro Group is a perfect example of how Made in Italy can combine artisanal roots, production innovation, and the ability to expand into international markets without ever compromising its original identity.
Well done to everyone who promotes the Made in Italy ethos around the world!
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