VinePair Podcast Did the Amaro Craze Fizzle?
Jul 31, 2025
The hosts dive into the fate of American-made amaro, questioning whether the initial craze has fizzled out. They explore the reasons behind the decline in popularity, including consumer preferences shifting towards less sweet drinks. The discussion highlights the challenges creatives face in crafting iconic amaro cocktails and the impact of a changing spirits landscape. With insights on evolving trends, they consider the cultural disconnect between American and Italian perceptions of this classic liqueur.
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Amaro Craze Has Faded
- The amaro craze has faded, with many bars removing amaro lists and consumers losing interest.
- American amaros face challenges as they're often expensive and imitations of Italian originals, limiting broader appeal.
American Amaro's Regional Appeal
- American amaros express locality but struggle to gain nationwide buyers due to high prices and limited broader interest.
- They succeed locally but rarely expand because their regional appeal doesn't resonate widely.
Shift Toward Less Sweet Spirits
- Consumer trends lean towards less sugar, making sweet amaros less favored today.
- Amaro's earlier novelty appeal has faded as drinkers prefer different spirits or flavor profiles.