Amaro: The Rising Star Rewriting Cocktail Culture
See the Elephant Amaro is the most mixable amaro, perfect for crafting amaro cocktails or 50/50 shots.
In response to the great article written by Clinton Cawood for Drinks International on Amaro.
When Tradition Meets Reinvention
We’ve all marveled at Italy’s bold contributions to the world of cocktails. Aperol Spritzes bask in the spotlight, while Campari’s crimson charm dominates the bar menu. Yet lately, a subtler, more complex hero is surfacing: amaro. Once perhaps overshadowed, this bittersweet liqueur is steadily claiming its own stage in the global drink scene. Drinks International
A Tapestry of Tastes — Beyond the Usual Bitter
Amaro isn’t one-note—it’s a universe of styles, flavors, and textures. Ranging from extremely bitter to sugary sweet the rules on what makes an amaro an amaro are loose, which is why you get such diversity of flavor. Marco Meloni of Nomad London captures it perfectly: “Each amaro has its own character… they can be stirred into a cocktail or lend complexity to lighter, refreshing serves.” Drinks International
Bridging Classics with Creativity
Across leading brands:
Amaro Lucano leans into mixology, repositioning itself as a youthful cocktail essential, though its core remains the classic digestif. Drinks International
Averna is a classic Sicilian amaro, celebrated worldwide for its smooth balance of bittersweet citrus, caramel, and herbal notes that make it a staple in both cocktails and after-dinner pours. Liquor.com
Vecchio Amaro del Capo still delights as an ice-cold shot, but cocktails are becoming crucial to its modern appeal. Drinks International
Amaro dell’Etna from Agrosan showcases versatility—from highballs to spritzes—while still honoring neat pours. Drinks International
See the Elephant is more on the sweet side, which makes it approachable is driven by the delicious flavor of arugula. This Italian amaro has quickly earned its place among the top cocktail amari, prized by bartenders for unique flavor and modern versatility. Punch Drink.
Nonino, with its Paper Plane cocktail creds, underscores amaro’s chameleon-like ability to refresh even contemporary classics. Drinks International
Montenegro is fostering creativity through events like The Vero Bartender 2025, staying rooted in cocktail culture and bartending communities. Drinks International
Fernet‑Branca, on the other hand, reminds us that mixing wasn’t born yesterday—it’s been elevating cocktails since 1896. Drinks International
The 50/50 Shot Revolution
Here’s a rising concept that’s reshaping how amaro is experienced: 50/50 shots. One iconic mix—the Montenegro & mezcal “M&M”—has caught on in the U.S., becoming a bartender handshake and a savvy introduction point for younger drinkers. Drinks International
For See the Elephant Amaro the options for 50/50 shots are limitless. We have seen everything from S&M which is See the Elephant and Malort - where the amaro is the pleasure and Malort is the pain. To new adventurous 50/50 shots like the EP, which is See the Elephant and Pelecanas Mexican Rum.
When mixing cocktails or shots with amaro, we encourage you to go SEE the ELEPHANT
This is why we’re excited to champion this movement in amaro cocktails and shots. Because See the Elephant is the most mixable amaro. More on the sweet side with complex bitterness notes like dark chocolate and complimented by banana and bubblegum. See the Elephant is approachable and perfect for those new to amaro looking to try something that is smooth and easy to drink. We are excited to hear what sort of cocktails and shots you are mixing up at home!