Browsing through Luca Argentero’s CV, one can’t help but be impressed by the sheer number of careers he has pursued with success: actor, athlete, brand ambassador, TV personality, investor, entrepreneur, lyricist for Zecchino d’Oro-winning songs, home farmer, and a former bartender with plenty of amusing memories to share.
The Many Lives of Luca Argentero
“When you’re behind the bar, you have a front-row seat to observe people. From early evening to late at night, you witness a whole spectrum of characters, each in their own unique state. Alcohol has a way of breaking down barriers, making people more open, so you become more than just a bartender — you’re a confidant too,” he recalls, laughing during the interview.
Despite having brushed in so many different worlds, Argentero still enjoys them all, though the most fun remains his main job: acting. “It’s incredibly rare to make a living doing something genuinely enjoyable,” he admits in a deep, early- morning voice. “Even on days when my call time is at six in the morning, I can’t help but think of my best friend, sitting at a computer for ten hours a day. My job is fun by definition.”
A Life Rooted in Nature
When he’s not on set, he retreats to the countryside, where he lives and takes care of his land — a lifestyle that also prompts reflection on the often-overused concept of sustainability. “It’s easier to be sustainable in the countryside: life moves at a different pace, and access to raw ingredients is more immediate. Not just because I have my own vegetable garden, but also because I can source and buy things that are more sustainable — and often cheaper. In an urban setting, sustainability comes at a higher cost and is harder to achieve,” he observes.
“It’s the same with teaching my children — I can show them rather than just tell them. In a purely urban environment, it’s difficult to explain what it means to tend to a garden or the surrounding nature. My awareness of the environment comes from the privilege of always having lived close to nature, and now I get to pass that on as a parent.”
Luca Argentero and The Birth of a New Brand
One of his latest ventures sees him stepping into the beverage industry — an unexpected but deeply personal project that reflects his character. “When I have an idea, I find it hard not to act on it. If an idea comes to my mind, it becomes a bit of an obsession, and not doing it keeps me up at night. I’d rather go for it, even if it means crashing and burning.”
That’s exactly how Sodamore came to be — a non-alcoholic drink designed to broaden the idea of shared experiences, a vision that Argentero and his partners were passionate about. “I can’t pinpoint exactly what led me to create it. It was a series of dots connecting — friends coming together at the right time, wanting to do something meaningful. I was looking for a non-alcoholic drink because I needed that kind of comfort, something refreshing. Eventually, I just thought, ‘Screw it, let’s make our own soda!’ And so we did.”
Making Time for Family
The timing couldn’t have been better, aligning with a shift in lifestyle that turned Negroni hour into family time. “I have two young kids — my aperitif hour has been replaced by bath time and baby food,” Argentero laughs. “Maybe that’s also why I felt the need for a little alcohol-free indulgence.” The choice to create a soda was accompanied by a broader realisation: “We grew up with the idea that a glass of wine a day is good for you, but that’s not exactly true if you’re having aperitifs every day. If just one of those aperitifs was alcohol-free, that would already be a great alternative,” he notes, explaining the reflection behind this new venture.
Make Alcohol-Free Great Again
“It’s odd that we don’t consider the possibility of socialising, feeling comfortable, or creating a moment of connection without alcohol. Make Alcohol-Free Cool Again,” he jokes, immediately dismantling the outdated idea that being a teetotaller — or even just temporarily alcohol-free — means missing out. “It’s as if holding a soda makes you less cool. But we wanted to flip that perception — to create the feeling of treating yourself to something truly enjoyable, flavourful, fizzy, and refreshing, without the pressure to drink alcohol just for the sake of it.”
A drink to create new memories, adding to the ever-growing archive of special moments. “I have wonderful memories of the countryside, where opening a fine bottle of wine at sunset made for an unforgettable experience. And now, with my own product, I’m managing to do the same — building amazing memories with my friends and family during this incredibly special phase of my life.” And in ten years? What would he say to the Luca Argentero of the future reading this interview? “That he’s doing everything just right. That things are going exactly as they should. And that he couldn’t have done any better.”
The article first appeared on Coqtail – for fine drinkers. Order your copy here
Photo by Alberto Blasetti, location The Court Rome, Palazzo Manfredi
