The bitter liqueur born on the slopes of Etna: the story of AMARA

There's something profoundly Sicilian about AMARA: not just a liqueur, but a gesture of faith in its homeland. It's the story of a company that chose to start from its roots— the Sicilian PGI blood oranges , spring water, and the wild herbs of Etna—to build a different, viable, and infectious future. The idea for AMARA was born in 2014, when Edoardo, a young Sicilian entrepreneur, decided to fulfill a childhood dream: to spend more time in the countryside, the place that had made him happy as a child, and at the same time create a company capable of promoting the Sicilian blood orange .

His fondest memories are linked to Sundays at dawn, when he and his grandfather would slowly walk through the rows of orange groves to check that everything was in order. Those same hundred hectares of citrus groves today are the beating heart from which AMARA . On the slopes of Etna, in the San Martino district of Misterbianco, the volcanic nature of the soil and the strong winter temperature variations give the oranges a deep red color and a unique organoleptic profile . It is the combination of anthocyanins and the volcano's climatic conditions that make these oranges so special, capable of transforming into a distinctive ingredient for the liqueur. But behind each bottle there is more than just the raw material: there is also a careful design study and a precise message about the vision of Sicily that Edoardo wants to convey . The black glass recalls the lava stone of Etna , the red of the label symbolizes the incandescent lava , while the sealing wax cap represents a promise kept every time the bottle is closed . The packages wrapped in tissue paper, as was done in the past, and the little bird perched on the branch on the label remind us that AMARA is born from farmers and that those who respect the land, also respect others .

AMARA 's philosophy : to unite roots and innovation, to preserve tradition and transform it into a modern language, capable of telling Sicily's story to the world with authenticity and pride.

Sicilian bitter AMARA is much more than a liqueur : it demonstrates that Sicily, when listened to and respected, can become a competitive advantage and a successful business venture. Born on the slopes of Etna from a selection of the finest Sicilian PGI Blood Orange , pure spring water, and the volcano's wild herbs, AMARA embodies the quintessential island and tells a story of deep roots and far-sighted vision. Its strength lies in having transformed an agricultural heritage into a modern and recognizable brand, capable of competing on international markets without distorting its nature, maintaining consistency and authenticity . The territory thus becomes not just a backdrop but an ingredient and symbol, with the volcanic soil and biodiversity giving the product uniqueness and making it an ambassador of contemporary Sicily. AMARA's growth has been built with method, quality, and consistency, choosing to do less but better, focusing on a transparent supply chain and a coherent narrative that has won over restaurants, wine bars, and tourists . This journey is a warning to young Sicilians: staying doesn't mean giving up, but having the courage to embrace a real heritage, study it, transform it into a clear proposal, and defend it with discipline AMARA 's story teaches us that identity, non-negotiable quality, a network of alliances, authentic storytelling, and patience are essential, because production cycles and markets are long-term. It's an invitation to map local resources , to prototype intelligently, to build coherent and sustainable brands , to seek mentorship and grants , and to cultivate a culture of entrepreneurship . In this way, Sicily becomes a promise, not a limit, and those who decide to stay aren't simply staying: they're guiding a piece of the island's future, just as AMARA has done by transforming the blood orange and Mount Etna into a symbol of excellence recognized worldwide.

Edoardo Strano , a graduate in Economics with a specialization in Marketing , chose not to abandon the agricultural heritage inherited from his grandfather Ciccio , who built a thriving farm from a single hectare of land. Edoardo decided to enhance the family's 80 hectares of citrus groves in the San Martino district , on the slopes of Mount Etna Sicilian PGI blood oranges into a brand capable of expressing contemporary Sicily.

Alongside Edoardo Strano , in the project's early years, was Giuseppe Librizzi , an engineer with a passion for marketing , who helped give the company structure and vision. Today, however, Edoardo is the sole founder and leader of Rossa Sicily , the farm that produces AMARA and oversees the entire production cycle: from orange cultivation to processing and bottling. His company stands out because it is one of the few Italian companies to manage every step in-house, thus guaranteeing quality and traceability.

Edoardo's philosophy has remained clear and consistent: combining tradition and innovation, respecting nature and the land, and transforming a typical Sicilian product into an ambassador of excellence around the world . Edoardo Strano has always emphasized the importance of the peasant wisdom passed down from his grandfather, who taught him that " those who cultivate the land respect nature and others ." This principle has become the ethical and entrepreneurial foundation of AMARA .

His story is a concrete example of how young Sicilians can remain in their homeland and build a competitive future without abandoning their roots. AMARA is now internationally recognized, awarded in prestigious competitions, and chosen by restaurateurs and gourmands, but it remains deeply connected to its origins: the citrus groves of Etna and the vision of an entrepreneur who believed in Sicily as a resource, not a limitation. In short, Edoardo Strano has demonstrated that with courage, skill, and respect for tradition, a family agricultural heritage can be transformed into a global brand, offering an inspiring model for young people who wish to stay and invest in Sicily.

The story of Rossa Sicily is that of Edoardo, a young entrepreneur who chose to stay in his homeland and transform one of its natural treasures, the blood orange, into a successful business venture. Driven by a love for Sicily and a desire to promote it, Edoardo created AMARA, a bitter liqueur that is now among the most popular in Italy and embodies the island's authentic identity.

The company's headquarters are located on the slopes of Mount Etna, a uniquely fertile and agriculturally suitable area, where the volcanic soil and temperature variations allow for the production of blood oranges of the highest quality. The Tarocco Giallo and Tarocco Nocellara varieties, carefully cultivated in its citrus groves, become the basis for a liqueur that combines tradition and innovation: the peels are infused with alcohol, local wild herbs, and sugar, without additives, to ensure a natural and authentic product. Edoardo's venture demonstrates that with passion, respect for nature, and a modern vision, a competitive future can be built without abandoning one's roots, transforming Sicily from a land of departure to a land of opportunity.  

Origins and Vision: Transforming Heritage into a Project

AMARA was born from a simple yet radical intuition: Sicily isn't "to be exploited," it's "to be listened to." From cultivating its own orange groves to selecting the finest Sicilian PGI Blood Orange peels, the project centers the island's agricultural identity and transforms it into a contemporary language, focusing on integral quality and territorial distinctiveness.

• Light roots: PGI citrus fruits, spring water, Etna botanicals.

• Long-term vision: to create a product that tells the story of Sicily without folklore, with rigor and modernity.

• Supply chain ethics: traceability, conscious agriculture, and the valorization of local labor.

Territory as a competitive advantage

Etna isn't just a backdrop: it's an ingredient and a symbol. The volcanic soil, the temperature variations, and the natural biodiversity create a unique raw material; the entrepreneurial challenge was to recognize it as a strategic asset and defend it with discipline.

• Sensory identity: elegant bitterness, bright citrus, volcanic herbaceousness.

• Coherent narrative: name, bottle, label, and story converge in a clear idea of ​​contemporary Sicily.

• Concrete sustainability: protecting water resources, responsible herb selection, and a balance between tradition and innovation.

From material to brand: quality, method, consistency

The essence of AMARA lies not only in its recipes, but in its commitment to making less, better, and always the same. Quality is a process, not a proclamation.

• Rigorous selection: only the best peels, harvested at the optimal time.

• Controlled process: careful infusions, respected times, replicable standards.

• Brand consistency: Every detail (packaging, tone of voice, channels) reinforces the promise of authenticity.

Growing without distorting oneself: market, community, impact

AMARA 's growth is proof that you can compete outside Sicily by embracing the local area, not betraying it. The impact isn't just economic: it's cultural.

• Smart channels: quality restaurants, wine shops, targeted exports, experiential tourism.

• Local community: employment, training, shared pride among farmers, artisans, and young professionals.

• Lighthouse effect: when a Sicilian brand works, others are encouraged to try.

A warning and invitation to young people: what is needed to stay

AMARA 's story offers a compass.

• Identity: choose a real asset (product, art, research, landscape) and study it until you own it.

• Focus: A clear proposal beats a thousand vague ideas. " A Sicilian Bitter " is simple, but unique when done well.

• Non-negotiable quality: don't take shortcuts. Reputation is built on detail.

• Network: partner with those who know what they're doing ( farmers, designers, technologists, export managers ). No one wins alone.

• Story: Marketing doesn't cover up flaws; it amplifies truths. Find yours and hold on to it.

• Patience: production cycles, markets, and people take a long time. Haste destroys what the land has ripened.

Concrete steps for those who want to start a business in Sicily

• Advantage Map: Identify the unique resources within 50 km of your home (raw materials, skills, landscapes). Write down how they become a product or service.

• Sensible prototype: make a version 0, sell it to a few demanding customers, measure feedback and margins. Improve, then scale.

• Transparent supply chain: document origin, processes, and people. Trust is a competitive asset.

• Disciplined branding: clear name, consistent aesthetic, and a sober tone of voice. Each channel must "speak Sicily" with modernity.

• Test markets: test locally first (restaurants, shops, tourism), then build relationships outside the region. Grow where you're wanted, not where it's easiest.

• Measured sustainability: reduce waste, use clean energy where possible, and conserve water. Publish simple and understandable metrics.

• Mentorships and calls for proposals: look for incubators, universities, and foundations. Not to "build your resume," but to gain skills and networks.

• Corporate culture: written procedures, quality control, precise accounting. Poetry without accounts is meaningless.

Sicily as a promise, not as limits

AMARA demonstrates that Sicily, when treated with respect and intelligence, becomes a competitive advantage. It's an invitation: study, stay, build. Not out of nostalgia, but out of ambition. If your project listens to the land with the same care that AMARA listens to Etna , then you won't be "staying" in Sicily—you'll be guiding a piece of its future.

Promotional note : This article was created in co-marketing with Rossa Sicily and is also intended as a concrete invitation to Sicilian companies that share these elective affinities — a clear identity, non-negotiable quality, a transparent supply chain, sustainability, and corporate culture —to join us on their growth journey. In addition to strategic and operational marketing services, we offer territorial marketing , capable of enhancing local resources and transforming them into competitive assets. Thanks to the editorial strength of our magazine Isla Media group isla-media.com ) , we offer visibility and authentic storytelling , integrated campaigns that unite digital and local, branding projects that speak the language of contemporary Sicily, and experiential promotional activities related to tourism, food and wine, and culture. Those who choose to stay and invest in Sicily can count on us to give voice and strength to their project, transforming their roots and identity into a recognizable and sustainable brand. Write to us at mediagroup@isla-media.com