Amaro Montenegro is one of the more unique bottles on any backbar. Now, the 133 year-old Gruppo Montenegro is switching up their packaging. The company unveiled a brand new bottle, their first in over a decade, at BCB Brooklyn this week.
“While Amaro Montenegro is already a category leader and recognized internationally for its quality and craftsmanship, we have ambitions to grow exponentially in the United States as well as globally,” said Francesco Scaglione, International Commercial Director of Gruppo Montenegro in a statement. “We are proud to unveil our new bottle, which we believe is the first step in that direction.”
The new bottle maintains the same basic shape, albeit with a slimmer profile. The brand describes the change as featuring “sleeker lines” and “a more ergonomic design.” Also, gone are the debossed words ‘Montenegro’ blown into the bottom of the glass. Now, the year of the brand’s founding, 1885, and the signature of founder Stanislao Cobianchi are debossed above and below the label
The most evident change to the design are the labels themselves. The front label no longer screams, “Bologna.” Instead, the 1885 is more prominent along with some additional medals that the digestif earned. (Fear not, Bologna is still on the label, just relegated to a lesser spot at the bottom.)
The Amaro Montenegro bottle shape is an icon recognized around the world. It was Amaro Montenegros founder, Stanislao Cobianchi, who saw the need to create such a shape, one as unmistakable as the liquid it would contain. In 2018 Amaro Montenegro updated this iconic bottle, remaining true to Stanislaos original drawings while featuring a more premium design, a sleeker profile, and a commanding presence on and off the shelf. (PRNewsfoto/Gruppo Montenegro)
The back label has been completely revamped. The rear now features three sections: the liqueur’s origin story replete with references to Princess Elena of Montenegro; a suitably mysterious musing of the Amaro Montenegro’s 40 secret botanicals; and seven tasting notes.
The final alteration will make bartenders happy. Gone is the regulator at the tip of the bottle; so, there is no more need to pry that little piece of plastic out of the top.
The new packaging will be rolled out en masse by the end of 2018 accordion to the company.