Amarelli is a brand with a rich and exciting history, rooted in Rossano, Calabria, and dedicated to the production of high-quality liquorice. Since the 16th century, the Amarelli family has been involved in the trade in the roots of the Glycyrrhiza Glabra plant, known as licorice. Prized for its natural sweetness, this product has been at the heart of the family business for generations.
The history of Amarelli is a chronicle of tradition, innovation and adaptability throughout the centuries. In 1731, the family established a proto-industrial plant called "concio" to extract juice from licorice roots, giving rise to the iconic shiny black licorice we know today. This product has not only become a favorite among children and lovers of natural pleasures, but has also been appreciated for its value in traditional Italian pastries.
Over the years, Amarelli has faced numerous challenges and significant changes in the market. From pioneering export consortia to country-differentiated marketing strategies under the “Lealmair” brand, the company has demonstrated a constant focus on innovation and adaptation. From the early adoption of technologies such as the steam boiler and computers in the 1980s to the creation of its first website in 1996, Amarelli has maintained its position as a leader in its sector.
To celebrate their unique legacy, the Amarelli family opened the “Giorgio Amarelli” Licorice Museum at the company's historic headquarters. This museum not only preserves the history of the brand through objects from the past and vintage labels, but also offers an immersive experience that reveals the work and life dedicated to this iconic product. The museum has been recognized with the "Guggenheim Business and Culture Award", highlighting its contribution to the conservation of cultural and business heritage.
In conclusion, Amarelli represents more than a liquorice brand; It is a symbol of perseverance, quality and passion for Italian tradition. Their commitment to innovation and excellence continues to lead the way into the future, ensuring that the Amarelli family legacy endures and thrives for many generations to come.
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