Disaronno International Relaunches Zucca Rabarbaro

In recent years, bitters have penetrated their way through the beverage sector, gaining in popularity among the top mixologists and cocktail aficionados in the United States. While the category is not new, bitters have gained a larger presence on the menus of influential bars and restaurants, as well as on the home bars of cocktail-loving consumers. This spring, just in time for rhubarb season, Zucca Rabarbaro will join the trend and reemerge from the past with a new recipe and higher alcohol content. The classic Italian amaro will now be available in both liquor stores and bars with its original recipe from over a century ago.

“We have heard the pleas of bartenders for years asking for Zucca Rabarbaro to be more readily available,” said Brett Dunne, EVP-General Manager of Disaronno International. “In response to the growing bitters trend, we are relaunching the brand with the original recipe which has a higher alcohol content, making it a more pervasive cocktail base and unique addition to the category.”

Zucca Rabarbaro is known for its exceptional aroma and taste, created by the combination of rare Chinese rhubarb and natural herbs. The flavor is a unique bittersweet taste, adding balance and sophistication. The infusion of the ingredients allows the digestif to capture a delicate flavor that lingers long after first sip. While the herbs are defined in taste, the key ingredient is the root of the true Chinese rhubarb, which only grows in the mountainous regions of Kansu Province. Senses are further heightened by the higher alcohol content, 30%/60APV, allowing the amaro to be used as a cocktail base as well as a digestif.

Originally created to aid digestion, the origin of Zucca Rabarbaro dates to 1845. A homeopathic doctor blended the ingredients for the wife of Ettore Zucca. Ettore was captivated by the distinctive mix of ingredients, and was inspired to add alcohol to complete the taste. As a result, Zucca Rabarbaro was created and enjoyed as a homemade spirit before becoming the signature liquor of Milan’s distinguished society. At that time, Zucca was enjoyed in the luxurious old-world cafes of Milan, Paris, Turin and London, where travelers from all countries could sip the rhubarb spirit with a splash of soda water, an orange peel, or a drop of vanilla. In 1919 a descendant of Ettore, Carlo Zucca, established the Zucca Company. With this company, he increased the alcohol content and brought Ettore’s creation to shelves creating the recipe for Zucca Rabarbaro now available today.

Consumers and bartenders find Zucca Rabarbaro to be pleasantly bitter and balanced, with a persistent flavor and low intensity. The signature cocktails highlighting this delicious ingredient are twists on the negroni or spritz. Many also enjoy the bitter served neat or on the rocks to enjoy flavor and scent of the rhubarb concoction.

Zucca Rabarbaro has been produced in limited quantity and will be available at select luxury liquor stores for a cost of $30.00 per 750mL bottle. The amaro will soon be available at select bars and restaurants.