Montenegro Group: aperitif Select begins in Venice

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IMGroup Montenegro aims to revitalize Select, its brand of bitters, in Italy and around the world. And they are starting with Venice, the hometown of aperitivo, where they have opened a special space called Ca' Select and also launched the first Select Spritz Week.

Marco Ferrari, CEO of the Montenegro Group, says: "Ca' Select is for us a fundamental project in line with our growth strategy that we have set ourselves over the years. His goal is to bring the heart and essence of Select Aperitif to Venice, a connection that has lasted more than 100 years since the Pilla brothers chose Venice in 1920 to create this special elixir. The choice of Venice is not accidental, it is a crossroads between East and West and a center of exchange for the most precious herbs and spices that make up our aperitif. "

Ca' Select

Ca' Select is a 700 square meter multifunctional space located in a former industrial laboratory in the Cannaregio district. It combines bar, events, analog and digital exhibition space, and production.

Here, in fact, is where the maceration of spices present in the Select recipe will begin, starting this summer.

The opening was also the occasion for the launch of Select Spritz Week, a schedule of events celebrating Venetian spritz culture. "The idea of Spritz Week originated within the Montenegro Group last year with the aim of elevating, promoting and spreading the word about authentic Venetian spritz to both Italians and the world," says the CEO. "In addition to events in Venice from May 25 to 28, Spritz Week will take place around the world in major cities such as London, Paris, New York, with various activities aimed at promoting authentic Venetian spritz. "

Spritz Week includes "smelling" experiences with a master perfumer, literary aperitifs, visits to mosaics created in the only burning clay kiln in the city, and street concerts against the backdrop of Cannaregio. It's a way to spread the Venetian aperitivo culture around the world, in line with the Montenegro Group's international focus, the income from which already accounts for more than 30% of total sales. "The Montenegro Group is a 100% Italian company that has almost doubled its sales in the last seven years, growing strongly in Italy but actually growing exponentially abroad," explains Ferrari. "Among our brands Amaro Montenegro and Vecchia Romagna are Select, and it is on these three brands that we focus and invest special efforts in the international growth of our group. "

Select Spritz Week also features a partnership between Select and Ocean Space, a project dedicated to the preservation of aquatic ecosystems through art that begins with the Venetian lagoon.