Founded in the heart of Basilicata and now one of the founding members of the Association of Historic Italian Brands, Lucano 1894 has turned a local liqueur into one of the leading names in Italy’s spirits industry. Amaro Lucano was born in Pisticci, in the province of Matera, at the end of the 19th century, thanks to the intuition of a young man named Pasquale Vena. Its success was immediate – so much so that it soon became the official supplier to the House of Savoy.
After a forced break during World War II, caused by a shortage of raw materials, the company resumed its path of growth, evolving from a small artisanal workshop into a nationally recognized enterprise. It was also among the pioneers of modern advertising, investing in innovative campaigns and memorable slogans – most notably the famous “Cosa vuoi di più dalla vita? Un Lucano” (“What more could you want from life? A Lucano”), which became a registered trademark of the brand itself.
Today, Lucano 1894 celebrates its heritage through initiatives such as the “Essenza Lucano” Museum, where young artists and designers reinterpret the company’s story in a creative language that speaks to new generations. While maintaining a strong bond with its roots and the Lucanian territory, the company plays a key role in promoting the image and values of Made in Italy around the world.
Alongside tradition, innovation has become a strategic driver of growth – from refreshing the brand identity to developing new products and forming partnerships with other Italian excellence. Lucano 1894 has shown how to look to the future without losing authenticity. The focus on high-quality raw materials, attention to local communities, and commitment to a more responsible supply chain now form the pillars of its entrepreneurial vision.
The Vena family, now in its fourth generation with Francesco, Leonardo, and Letizia Vena, leads the company alongside experienced managers and consultants, continuing its expansion in international markets. Today, Amaro Lucano is sold in over 30 countries, serving as an ambassador of Italian culture around the world – a historic brand that not only preserves more than 130 years of tradition, but continues to evolve with a focus on sustainability, innovation, and consumer well-being.
