As the Fernet-Branca Global Brand Ambassador, Nicola Olianas is a passionate advocate for the brand’s rich heritage and bold flavors. With a deep appreciation for tradition, craftsmanship, and innovation, Nicola has dedicated his career to bringing the essence of Fernet-Branca to life for bartenders and consumers worldwide. In this exclusive interview, he shares his journey within the spirits industry, the inspirations behind his role, and how Fernet-Branca continues to evolve while staying true to its roots. Dive in to learn more about how Nicola is shaping the future of Fernet-Branca and how the brand adapts to the ever-changing landscape of global mixology.
What inspired you to become a Global Brand Ambassador for Fernet-Branca? Can you share how your journey in the spirits industry led you to this role?
Let’s say that being appointed as a Global Brand Ambassador for a family-owned company like Fernet-Branca is a big responsibility. You don’t just “become” one; you are “appointed” to the role. My journey in the spirits industry has always been driven by a passion for tradition, craftsmanship, and storytelling. Becoming the Global Brand Ambassador for Fernet-Branca was a natural progression for me, as I’ve long admired the brand’s commitment to quality and its fascinating heritage. Meeting the artisans behind the spirit and witnessing their dedication to time-honored recipes was inspiring. I wanted to share this passion with the world.
What has been your most memorable experience working as a brand ambassador so far?
I’ve been doing this job for 15 years, and I’m still amazed by the level of interest in our brands. That enthusiasm gives me the energy to keep traveling with the same frequency as when I first started. One of my most memorable moments was at my first Tales of the Cocktail in 2011. Among all the parties, events, and educational seminars, one moment stood out: the industry shot rendezvous right in front of the Old Absinthe House on the third day of Tales. Thousands of bartenders from all over the world gathered for a shot (of Fernet, of course) to celebrate the industry, hospitality, brotherhood/sisterhood, and inclusivity. I still get chills thinking about it.
Another unforgettable experience was hosting my first “Fernet-Branca Secret Pasta Night” at Rob Roy’s in Seattle. This was the start of a tradition that continues to this day (the most recent event took place at Better Bar in Krakow). The concept is simple—a family dinner for the industry, where bartenders are invited to a secret location, and I cook pasta for them. At my first event, we miscalculated the number of attendees and ended up with 64 people, but I still managed to feed them all. My grandpa would have been so proud of me.
Fernet-Branca has such a rich history—what about its heritage excites you most, and how does it influence your work today?
The history of Fernet-Branca, from its medicinal origins to its beloved status in modern culture, excites me greatly. This heritage reminds me that we’re part of a larger narrative that spans generations. It influences my work by guiding our storytelling approach. I emphasize the significance of the ingredients, the craftsmanship, and the legacy that has shaped Branca into the unique product it is today.
What aspects of your role as a Global Brand Ambassador do you find most exciting or rewarding?
One of the most rewarding aspects is connecting with diverse audiences and conveying the passion behind the brand. I love educating bartenders and consumers about Fernet-Branca, Antica Formula, the Carpano range, and Borghetti, and watching their reactions when they experience its unique flavor profile for the first time. Creating memorable experiences around the brand—whether through tastings or events—always feels fulfilling.
Fernet-Branca is known for its bold flavors. How do you balance promoting the brand’s unique profile while advocating for responsible consumption?
Responsible consumption is integral to how we promote Fernet-Branca. While celebrating its bold flavors and versatility in cocktails, I always emphasize balance and moderation. We engage consumers by promoting the concept of savoring each sip, pairing it with meals, and understanding the richness of our product, which naturally fosters a culture of responsible enjoyment.
You travel frequently—what’s the most impressive country you’ve visited recently?
I’d say the USA still remains the most impressive market from an industry standpoint. It always inspires me when I travel throughout the States, witnessing the innovative approaches to bartending and hospitality. Recently, I had the opportunity to visit China and Hong Kong, and it was a mind-blowing experience. Cities larger in population than my own country, filled with hidden gems offering world-class hospitality and impeccable drink execution. The food culture there is equally fascinating, with some of the most interesting gastronomic experiences I’ve had.
Can you share an interesting gastronomic experience you’ve had in the last few months?
I’m not a huge food and cocktail pairing fanatic—it’s a challenging concept to execute successfully, so I really respect those chefs and bartenders who try and nail it. What I do enjoy is when the kitchen influences the drinks and vice versa. Recently, I had a very simple but memorable dish: a half-baked white onion, caramelized, with Parmigiano ice cream and Punt e Mes Mi-To reduction on top. No photo was taken because, unfortunately, the onion didn’t make it in time for the picture.
With the ever-evolving spirits industry, how do you keep up with trends and ensure that Fernet-Branca stays relevant in such a competitive landscape?
Staying relevant means being attuned to the industry’s pulse. I keep a close eye on emerging trends by attending trade shows, engaging with bartenders, and following consumer preferences. We also prioritize innovation within our product offerings while maintaining our core values, ensuring that Fernet-Branca resonates in both classic and contemporary contexts.
Fernet-Branca has an intriguing backstory, from its origins as a medicinal tonic to its place in modern mixology. Can you share more about how this legacy shapes the brand today?
Our legacy as a medicinal tonic underscores Fernet-Branca’s commitment to quality and complexity in flavor. This backstory not only enhances our brand appeal but also serves as a foundation for our modern cocktail culture. Today, we encourage mixologists to explore creative ways to incorporate Fernet-Branca into their concoctions, marrying our rich history with innovative approaches to mixology.
How does Fernet-Branca continue to innovate within the industry, and are there any upcoming projects or launches that you’re particularly excited about?
Innovation is key to our growth. We are constantly exploring new collaborations with young mixologists worldwide, aiming to create new drink suggestions that marry unique local flavors with our historic profile. I’m particularly excited about our upcoming events at the Berlin Bar Convent and Athens Bar Show.
What shifts have you noticed in consumer behavior within the spirits market in recent years, and how is Fernet-Branca adapting to these trends?
There has been a growing interest in craft cocktails and premium spirits. Consumers are eager to explore unique flavors and sustainable practices. To adapt, Fernet-Branca is focused on enhancing our storytelling and educational initiatives while embracing transparency about our production methods and ingredient sourcing, which resonates with today’s conscious consumers. There’s also a continuous evolution in consumer palates toward more complex flavors and bitterness, thanks in part to the global aperitivo trend and the appreciation for spritzes, Negronis, and other bitter- and vermouth-based cocktails, where Branca sets the standard with its products.
Fernet-Branca has a dedicated global fanbase, especially among bartenders. How do you engage with your audience, whether through social media, events, or industry collaborations?
Engagement is crucial! We leverage social media platforms to showcase creative recipes and share stories from bartenders and fans alike. Additionally, we host masterclasses and tasting events worldwide that allow us to connect personally with our audience. Collaborations with bartenders are also key; we love to highlight their unique interpretations of Fernet-Branca on different platforms.
When interacting with different markets and demographics worldwide, how do you adapt your approach to ensure Fernet-Branca’s messaging resonates?
Understanding local cultures and preferences is vital. We tailor our messaging and engagement strategies based on regional trends and consumption habits. For example, in some markets, we emphasize traditional consumption methods, while in others, we focus on mixing with soft drinks like cola, lemonade, or other mixers.
