culiminati magazineQ1-16

MOLINARI
In Italy Molinari is synonymous with Sambuca.
Outside of Italy and around the world, its name brings to mind the Made In Italy brand and
Rome in the days of the “Dolce Vita”.
Hollywood stars such as Anita Ekberg drank Molinari Sambuca served with coffee beans: the
legendary “Sambuca con la mosca” (Sambuca with a fly).
Angelo Molinari, an experienced liquor distiller, founded the company in Civitavecchia in 1945.
Thanks to his experience and vision he came up with a product in his home, one with a strong
flavor, unique and of the highest quality, thus earning it the name Extra!
Initially only a few bottles were produced (about 300 in 1945), in a small artisan production
plant.
Following the inexorable rise of the unique aniseed liqueur, the first semi-industrial factory
opened in 1959, which was joined by a second in 1964.
A new plant with a high level of automation and a production capacity of 60,000 bottles per
day was finally opened in Colfelice (FR) in 1964. This industrial complex was designed to
respond to constant growth on Italian and foreign markets and is a technological jewel. The
company adopted a business management system, with an increasingly extensive and qualified
sales network, incisive and effective advertising campaigns and growing market shares.
Slogans such as “Occhio all’etichetta”, (Look at the label), “Non si dice Sambuca, si dice
Molinari (Don’t say Sambuca, say Molinari) remain etched in the memory of the general public,
but who could forget the pioneering slogan by Walter Chiari? In a famous edition of the Italian
TV show “Carosello” in the 1970s, the famous actor read: “Drinking too much is bad, drinking
badly is worse, drink a little but well, drink Sambuca Molinari”.
Almost 30 years before campaigns about “responsible drinking”, Molinari was recommending
moderate consumption of alcohol, and still does today.
In 2012 Molinari created a social responsibility campaign that discourages excessive consumption
of alcohol, with the slogan “If you drink too much you don’t see clearly”. In line with
company philosophy, once again clarity, the main feature of the brand, is the centerpiece of
the campaign.
Partners who work with Molinari share a company philosophy oriented to transparency and
maximum commitment to providing services and benefits to its customers with an eye always
on the satisfaction of the end consumer.
Wanting a full range on the market, Molinari has introduced new products over time all of
which are characterized by strong tradition, uniqueness and distinctiveness: The Limoncello
di Capri, The Gin MG, Vodka Tovaritch, Xenta Absenta absinthe and last but only in order of
acquisition, the VOV brand and the Giacomo Ceschia Distillery.
Finally in 2013 an agreement was signed with Gambrinus to distribute Elisir Gambrinus.
This year marks the 70th anniversary of the creation of the product and Molinari Extra is celebrating
the anniversary by reconfirming its position as Italy’s best selling liquor, the leader in
the Sambuca category, with total domestic and international sales of over 9.5 million bottles.
Thanks to its quality ingredients Molinari Extra is continuing to conquer Italy and the world,
under the guidance of the Molinari family, the second and third generations of which are now
on the board of directors.