A new amaro signed by Lionello Stock enters the convivial sharing market, completing Stock Group’s portfolio of Italian-hearted spirits: Amaro Amabile, an herbal liqueur that bridges the company’s extraordinary heritage with modern consumption trends, making tradition highly relevant for today’s consumers.
AMARO AMABILE – Stock Italia
The visual identity fully expresses this synergy between past and future. The iconic Stock 84 bottle remains unchanged, ensuring immediate recognition on shelf and leveraging the strong awareness of the Stock brand. It is dressed, however, with an original and truly distinctive label design: an elegant geometric and floral composition in intense shades of orange and purple, elevated by the golden signature of the founder, Lionello Stock.
Designed to stand out at point of sale, the label evokes the bold olfactory profile of the bouquet, supported by a solid institutional structure. The unexpected color palette of the label becomes the foundation of a brand language expressed across the different launch touchpoints, from the key visual to the reveal video. The central theme is its floral aromatic profile: extraordinarily harmonious and rich in nuances, born from an exclusive selection of botanicals and medicinal plants. Amaro as a perfume.
With its balanced alcohol content, Stock Amaro Amabile has been designed to make the category more accessible through a synesthetic experience of sight, smell and taste, anticipating a smooth, rounded and pleasantly persistent palate. Easy to love, as the name immediately suggests, and ready to win over consumers with its eccentric charm.
Distributed across both modern retail and the traditional channel, Amaro Amabile brings a versatile identity that stands out on the back bar, offering a floral twist on more refined mixology.