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Amaro Montenegro unveils new bottle design

Italian liqueur brand Amaro Montenegro debuted a new packaging design at the inaugural Bar Convent Brooklyn trade show earlier this week.

The new design aims to highlight the recipe and history of Amaro Montenegro.

The show took place in Brooklyn, US, on 12 and 13 June when the new ergonomic design was revealed, designed to “universalise Amaro Montenegro as a premium brand”.

The bottle emphasises the brand’s history, with the date 1885, the year the spirit was created, featured prominently and the signature of founder Stanislao Cobianchi embossed on the bottle.

The redesigned back label highlights the brand’s story, including the genesis of Amaro Montenegro, the 40 botanicals used in its production and the seven tasting notes found in the liquid.

Francesco Scaglione, ‎international commercial director of ‎Gruppo Montenegro, said: “While Amaro Montenegro is already a category leader and recognised internationally for its quality and craftsmanship, we have ambitions to grow exponentially in the United States as well as globally.

“We are proud to unveil our new bottle, which we believe is the first step in that direction.”

The new bottle will be available across the US by the end of 2018 with a global rollout expected to follow.

Earlier this year, Brown-Forman signed a distribution agreement with Amaro Montenegro owner Gruppo Montenegro in Italy for its Jack Daniel’s, Woodford Reserve and Finlandia Vodka brands.

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