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The Brazilian translation of an Italian classic — a brand born in Milan in 1815, repositioned in Brazil as a contemporary expression of the aperitivo, hospitality and Italian lifestyle.
Ramazzotti reached Incora's work at a moment when the Brazilian market was beginning to better understand the world of aperitivos. The adult consumer already knew brands such as Aperol, Campari and vermouths, but there was still room to present a broader territory: the Italian aperitivo as a cultural ritual, not just a drink.
Ramazzotti carried a rare advantage: it did not need to invent a tradition. The brand was created in Milan in 1815 by Ausano Ramazzotti, and built its history as one of the Italian symbols of the amaro and aperitivo category. The brand presents itself as the first Italian bitter exported globally. In 1848, Ausano opened a bar near Milan's Duomo, helping to make the amaro part of the Milanese way of life. In 2015, the brand launched the Aperitivo Rosato, a lighter, fresher version with notes of hibiscus and orange blossom; it arrived in Brazil in 2019, imported by a Pernod Ricard project.
Ramazzotti should not be presented merely as another imported aperitivo. The brand needed to occupy a more proprietary territory: the entry point into an authentic, historical, contemporary Italian aperitivo. The thesis was to turn Ramazzotti into a brand of ritual — not just a bottle, but an occasion: late afternoon, gathering, table, conversation, gastronomy, urban summer, Italian hospitality and light mixology.
While other aperitivo brands had consolidated themselves through color, hero drink or massive presence, Ramazzotti could differentiate itself through three assets: real Milanese origin (a direct relationship with the birth of modern Italian aperitivo culture), portfolio depth (the Amaro with historical, herbal, classical density; the Rosato with a lighter, floral, contemporary read) and hospitality as language (the brand should be lived in experiences, tables, gatherings and social rituals, not just communicated in campaigns).
Ramazzotti was less about launching a drink and more about translating an Italian ritual into Brazil.
Lucas acted in the cultural translation of Ramazzotti into Brazil: preserving the Milanese soul of the brand and turning it into contemporary experiences of hospitality, mixology and adult lifestyle. The operation was carried out through Single Brands — Incora's beverage-specialized vertical — in strategic partnership with Pernod Ricard Brasil, covering positioning, communication, activations, events, relationships with bartenders and chefs, and the construction of Italian occasions in the Brazilian context.
