Today’s conscious consumers are redefining pleasure: they want lighter, yet deeply satisfying cocktails. They’re the new drink lovers, increasingly drawn to the alcohol- free world. And the numbers from IWSR (International Wine & Spirits Research) speak clearly: over the past two years, no-alcohol drinks have outstripped low-alcohol ones, with 61 million buyers in key markets, compared to 38 million. This isn’t just a trend — it’s a cultural shift. Lucano Group responds with Lucano Amaro Zero, the brand’s first non-alcoholic amaro. A bold creation that doesn’t mimic, but reimagines tradition.
Lucano Amaro Zero — the Beginning of a New Era
Made with the same botanicals as Amaro Lucano, Lucano Amaro Zero preserves the hallmark bitter, intense flavour, now twisted in a lighter, more versatile form for any time of day. Its taste it is intense and persistent, with notes of citrus, chamomile, myrtle, and rosemary. Perfect for mixing or sipping straight, chilled or on the rocks, it’s made for those who choose not to drink alcohol without giving up depth of flavour. For those who see amaro as an experience, not a matter of alcohol content.
Lucano Green, an Environmental Sustainability Project
Even the bottle embraces modern values: 100% recyclable glass and aluminium, a sky-blue FSC-certified paper label made from citrus industry waste. A clean, essential design, fully aligned with the Lucano Green project — Lucano’s commitment to sustainability, from botanicals to bar. Founded in 1894 by Cavalier Pasquale Vena and now in its fourth generation, Lucano bottles a new vision of amaro: conscious, contemporary, faithful to flavour, but free from alcohol. With Lucano Amaro Zero, evolution is already here.
The article first appeared on Coqtail – for fine drinkers. Order your copy here
Photo credits Julie Couder x Coqtail, location Ceresio 7 Milano – all rights reserved
In partnership with Gruppo Lucano
