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Fernet-Branca unveils limited edition bottle
The Record Label is the first special release bottle from Italian amaro brand Fernet-Branca.
Known as ‘the bartender’s handshake’, Fernet-Branca has announced a new collector’s bottle that will allow loyalists to engage even deeper with the brand. Dubbed The Record Label, the bottle is fitted with AR capabilities that give access to never-before-seen content inspired by music and mischief.
“For our first-ever limited edition offering in the US market, we wanted to create something that goes beyond the traditional experience, as we typically seek out the bold and unexpected at Fernet-Branca,” said sixth-generation family member Edoardo Branca.
“The Record Label celebrates the fusion of two passions – great taste and great music – while connecting our fans to the heart of the Fernet community in a fun, interactive way.”
Designed by Brooklyn-based creative collective Madwell, the bottle unlocks the world of FernetworkTV, a non-stop broadcast featuring existing content along with new, music-inspired additions starring brand mascot, Fernando. Inside is the same classic Fernet recipe, made with 27 herbs, flowers, spices and roots.
Earlier this month, Fernet-Branca concluded its five-month-long Secret Handshake Tour, an interactive bar crawl that brought music to neighbourhood bars across the US. The release of The Record Label serves as the grand finale for the tour, keeping the celebration alive and creating another avenue for front-row seats to the brand.
The Record Label is priced at US$40 and will be available nationwide. Bundles featuring unreleased apparel, posters and more are also available. The brand is partnering with tattoo artists across the country for the Bottle & Tattoo bundle, which includes a voucher for a bespoke Fernet tattoo.
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