The iconic Amaro St.Hubertus from the Bordiga distillery changes its dress but not its soul, which remains firmly linked to the mountain in which it was born, and launches into important collaborations.
On July 27, at the Relais Fiocco di Neve di Limone Piemonte, the new packaging of theAmaro St. Hubertus. It is a change of look that keeps all the characteristics and history of this distillate so inextricably linked to the mountains intact.
An ancient story for a unique ingredient
The history of this Amaro starts much further than we could imagine. We have to go back over 300 million years, in Upper Val Maira, where the beautiful is now Gardetta plateau. Here, in an era even before the appearance of dinosaurs, was the bottom of the Tethys Ocean, which separated the European plate from the African one.
Today, fossils remain of the geological history of this extraordinary territory, which can still be found among the stones of these mountains and there are also some examples of a unique flora, such as the Scandinavian lichen. As proof of its ancient origins, although it might seem incredible to think so, this organism is found in only two places: the Arctic Circle and the Western Alps, in fact.
Here, the Scandinavian lichen: anyone who knows its scent will be able to find it immediately in theAmaro St. Hubertus, of which it is one of the characterizing ingredients. And this is also why it is said that this bitter is truly a declaration of love for the mountains.
Character, power and elegance are the key words of St. Hubertus, the bitterness that is produced by Bordiga distillery, active since 1888 on the outskirts of Cuneo, along the road that goes up to Val Maira.
“An Amaro Riserva born from an ancient recipe given as a gift by an Alpine hunter friend to Cavalier Pietro Bordiga – they say Claudio Arneodo And Riccardo Molinero, two of the owners of the distillery since 2009 – It is no coincidence that the symbol of amaro, also in its new packaging, is a chamois, an alpine animal par excellence, which lives above 2500 meters above sea level, feeding precisely on those essences that we find in St. Hubertus”.
The new St. Hubertus pack
The new bottle ofAmaro St. Hubertus was born from the desire to enhance an important product without losing sight of the sustainability that permeates all Bordiga products.
The bottle, in fact, is made with recycled and certified 100% glass that comes only from glass bells, the one that we all contribute to saving with our daily commitment. Evidence of this is the not always uniform blue color of the bottle given by the lighter and darker colored bottles fused together. Even the slight difference that can be perceived between one bottle and another is evidence of recycled glass.
The label, however, was created in continuity with the previous one, with suede in its natural environment on rough paper which gives materiality and presence to the product with the writing St. Hubertus in copper foil which embellishes the product. A design, now even more elegant and in step with the times to further enhance a premium and naturally limitless bitter.
St. Hubertus: the mountain in a Amaro
Since the time of Cavalier Pietro Bordiga, attention to the quality of raw materials has been a fixed point on which the distillery has gradually built its successes, continuing the same philosophy over the years until today.
Among its botanicals there are balsamic components such as peppermint, lichens andyarrow. “The bitter components, however, are dictated by two types of gentians spontaneous mountain plants. The first is the lutea, which is harvested in autumn and whose root is used. The second is the gentiana acaulis, or the classic gentian with little blue flowers, which is harvested in spring and whose flowers are used”, say Arneodo and Molinero. The other botanicals present in the amaro are strictly secret, “But we can tell you why mountain herbs are notoriously more fragrant. It's a matter of genetics and survival, the only way to attract the insects necessary for their reproduction”.
All the botanicals are hand-picked by mountaineers, and together with alpine water they are the bases from which Bordiga's master distillers start to produce St. Hubertus - as well as all the other products that have made the distillery famous: bitters, vermouth and gin. Subsequent production steps include infusing the botanicals into alcohol and finally distillation.
The result of this careful process is a bitter with an intense and elegant sip: a harmonious whole in which the alcoholic strength of its 38 degrees does not in any way overwhelm the perfect balance between the balsamic part and the bitter components, which blend into a finish of great persistence.
The Amaro St. Hubertus, with its truly mountainous character, is perfect as an end to a meal, but also works as an unusual aperitif, perhaps with ice, and can offer great surprises in mixing, where the use of bitters has been increasingly trendy for some years.
Bartenders, and with them customers, appreciate the ability that this type of liqueur has in balancing and enriching the profile of a cocktail, adding a note of contrast that creates harmony and depth.
St. Hubertus: sponsorships:
Slow Food, Golosaria and Cheese Hunter: A Sponsorship to Enhance Traditions
St. Hubertus is also pleased to announce a precious collaboration with the main associations linked to the world of food and wine, both with the aim of promoting quality and sustainable food.
It will in fact be Partenr of Slow Food, the international movement for the protection and valorization of food traditions by rewarding the winners of the Snails - which aim to promote and protect the important cultural heritage - with a bottle of Amaro St Hubertus plus a special prize that will be awarded at the ceremony official on October 23rd.
The Golosario
Furthermore, St Hubertus will be Sponsor of The Golosario – a reference point for food and wine lovers in Italy, where the author recommends the best producers and restaurants, providing detailed reviews and suggestions for exploring the rich and varied Italian culinary tradition – and Gluttony, an Italian culinary event dedicated to high quality food, wine and the gastronomic excellence of the area which will be held from 4 to 6 November and where the brand will not only be present with a stand, but will reward the winners of the radiant crowns with a bottle of the its excellent bitterness.
And last but not least, St Hubertus will see the inclusion of an advertising campaign across billboards in the “Cheese Hunter” film – The New Cinematographic Adventure of Il Gambero Rosso – the authoritative food and wine guide recognized internationally.
