1 · 2016-09-23 · The anatomy 24 The range 25 L’Autentico 26 Vanilla 28 L’Aperitivo 30 Ristretto 32 Amaretto 34 5. HOW TO ENJOY GALLIANO 37 The Classics 39 The Bartender’s

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Sommario

TABLE OF CONTENTS

1. INTRODUCTION 7 Ben Arrivata 9

2. HISTORY TIMELINE 11

3. CRAFTMANSHIP 17

4. THE BOTTLE AND THE RANGE 23 The anatomy 24 The range 25 L’Autentico 26 Vanilla 28 L’Aperitivo 30 Ristretto 32 Amaretto 34

5. HOW TO ENJOY GALLIANO 37 The Classics 39 The Bartender’s signatures 47 The Aperitivo 57 The Digestivo 73

6. THE MARKET 87 The Insights 88 The Galliano Spirit 92 The Message 94

7. THE GUIDELINES 97 The Brand Mark 100 The Typgraphy 114 The Adverts 116 The Tone of Voice 120 The Social Guidelines 121

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Spirito ItalianoTake one charismatic, impossibly handsome national war hero. Name your creation

after him. Take tens of thousands of Italian prospectors who flocked to California during the great Gold Rush. To remind them of their homeland make your liqueur

guess what colour? Add a recipe that reads more like a medieval elixir of herbs, plants, roots, barks, spices and flower seeds. Follow with a distillation process that’s

closer to the creation of the finest perfume, than that of a spirit. Mix with equal measures of Italian flamboyance and audacity. Shake together vigorously with a

liberal dash of passion and humour.

And there you have it. The spirit of Italy. Galliano. Spirito Italiano.

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Introduzzioni

INTRO

DU

CTIO

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1

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BENVENUTAWELCOME

This is the Galliano brand bible: a document to be used to learn everything about the history, the present and the future of a true Italian spirit. Anyone who will work with Galliano - bartenders, marketing managers, sales representatives, PR agents or just Galliano lovers - will find all the information they could desire to possess about our spirit in this book.

Do not just have a taste of Galliano, discover our flavour on every level through this brand bible.

Galliano is a dynamic and therefore everchanging brand. Consult Galliano.com for the latest news and recaps.

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La Storia HISTO

RY TIMELIN

E

2

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1854 1858 1896 1896 18961883 1887 1910 1928Giuseppe Galliano

enrols in the military college in Asti at

the age of 12.

20th of JanuaryMaggiore Galliano’s

troops leave the fort of Enda Jesus,

Makallé.

The Italian troops numbered 2,300. The Abyssinian’s

80,000. Amidst the chaos and gore of man-to-man com-bat, the thunder of

horse’s hooves and canon fire, how Gal-

liano and his men triumphed when outnumbered by

67,700 will never be known. It seems fair to conclude that it

was a combination of tactical genius,

inspired leadership and astonishing

courage. And may-be the luck of the

gods.

1st of MarchMaggiore Galliano presumed killed in

action during the Battle of Adua.

The Gold Rush.

The California Gold Rush fired the

imagination of tens of thousands of

Italians. It also igni- ted Arturo Vaccari’s

imagination, in a very different way. To commemorate the

Gold Rush and in tribute to the pros-pector’s adventur-

ous spirit, he chose to colour Galliano

a deep gold. To serve as a reminder

of their homeland, he made the spir-it available when adventurers were

boarding ships bound for America,

ensuring that Gal-liano became not just an emblem of

Italy. It rapidly tra-velled way beyond

the shores of its homeland.

6th of NovemberIntroduction of

Galliano Liquore.

Arturo Vaccari perfected his

creation at the age of 42. He blended 30 herbs in seven infusions and six distillations. With

style and panache, Vaccari presented

his unique liquor to the most eminent

local dignitaries, as well as the King of

Italy and Pope Leo-ne XIII. The Medical Doctor of the Pope declared Galliano

good for the health and excellent of

taste.

Giuseppe Galliano promoted to

Captain of the 58th Regiment.

25th of JuneCreation of Premia-

ta Distilleria Arturo Vaccari.

Arturo Vaccari went to great lengths

to select and blend flavours that reflect-

ed the passion, grandeur, artistic

brilliance and sen-suality of the people

of his country. Vac-cari’s independent

spirit rapidly as-serted itself. It was

not long before he started

his own distilling company named

Distilleria Arturo Vaccari.

2nd of MayWar declared

between Italy and Abyssinia.

In 1887, Maggiore Galliano volun-

teered to be sent to Africa and was

placed in charge of the 3rd Battalion in Abyssinia. Galliano

was described as a dashing and

commanding figure. He was renowned

for his fierce dedication, modes-ty, audacious sense

of humour and extraordinary cour-

age as seen in some published let-ters to his opponent

Ras Maconnen:

3rd of SeptemberDeath of

Arturo Vaccari.

Marachi starts to further improve the recipe of Galliano.

Marachi was asked to elevate the orig-inal formula, which

meant adding green anise and

vanilla bean.

1846 1880THE STORY OF GALLIANOTHE LIVES OF TWO VISIONARY MEN

Both were born in the North West of Italy. Both were in their early forties when they fulfilled their very different destinies. Both met the King of Italy, were consummately Italian, and were men with a passion and a great selfbelief. Both were blessed with charisma: that rare combination of individuality, magnetic charm, warmth and humour. The great pity is that Arturo Vaccari and Giuseppe Galliano never met. Is it fanciful to think that the war hero and the creator of a great liquor would have been kindred spirits? On the other hand, what would Galliano have made of having a liquor named after him? Given his modest reputation, it’s likely he would have raised his glass and widened his almond eyes in surprise at the deep golden colour. Taken a whiff of the intriguing aroma. Smiled, raised the glass and simply said ‘Salute.’

27th of SeptemberGiuseppe Galliano

is born in Vicforte, Italy.

Giuseppe Galliano was born Septem-ber 27th, 1846. The

son of an officer comes into the

world in the town Vicoforte situated in the north-west Italy,

close to the foothills of the Maritime Alps.

16th of OctoberArturo Vaccari is

born in Livorno, Italy.

In the vibrant Tus-can port of Livorno

on the western coast of Italy, Arturo Vaccari entered the world. His early years

passed uneventful-ly enough. Livorno was just beautiful Livorno with vivid

blue water running through its canals,

towering fortified walls and tangle of streets. At the age

of 18, Vaccari found himself working for

his father who ran a business distributing

imported liquors and one independ-

ent spirit; Vaccari’s own creation.

How are you? I am well, thanks to God. My soldiers are doing very well and I

hope the same for yours. My King ordered me to stay here and so I will not move. Do whatever you think best but I inform you that I have some

excellent guns and cannons.

Your friend, Galliano.

1970 1980 1990 2008 20152006Harvey Wallbanger & Golden Cadillac

Galliano gained international fame

as key ingredient in the Harvey Wall-

banger and the Golden Cadillac cocktails during

the 1970’s. This un-leashed a cocktail

craze throughout America.

The Harvey Wall-banger makes a

comeback in 2014.

Galliano Hot Shot & Galliano Sour

The Hot Shot is a legend in

Scandinavia for warming up even the iciest of days. Overnight, in the

1980s, the Galliano Hot Shot made its

entry as the undis-puted choice of

heart-warming drink. 15 ml Anisette was replaced with Gal-

liano in Bosse Berg-ström’s entry shot

for the Coffee Drink Competition at

Berns in Stockholm.

Introduction of Galliano Amaretto

Introduction of Galliano Vanilla

Introduction of Galliano Ristretto

Introduction of Galliano L’Aperitivo

Galliano is purchased by the

iconic Dutch liquor company Lucas

Bols.

Built on a long and rich heritage, Lucas Bols has been one of the world’s lead-

ing cocktail-, liqueur- and spirit producers.

A wonderful home for an authentic

spirit like Galliano. Following support

from an impressive team of external experts from Ita-

ly, Bols introduces bartenders to the

Galliano L’Autentico, the ‘Italian Artisan of Liqueurs’, reconnect-

ing the brand with its beautiful Italian

heritage.IL MORETTOBeing a man of vision Vaccari employed the services of a promoter from Abyssin-ia named ‘Il Moretto’. There was method in the madness of engaging an immaculately attired coloured gentleman in presenting the new liquor at promotional gather-ings. After all, Abyssinia played a pivotal role in the history of Galliano.

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Artigianalità

CRA

FTMA

NSH

IP

3

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CRAFTMANSHIPMARASCHI & QUIRICI

Including over 30 different exquisitely balanced herbs and spices, creating Galliano requires the extensive knowledge of true craftsmen. Every single batch used to create for every single bottle is shaped with impecca-ble expertise. Whereas a spirit is only as good as the artist that made it.

To create Galliano, Arturo Vaccari turned to Fratelli Maraschi SPA, a company established in 1888 in Torino. This area of Italy is famous for its prosecco, vermouth and aromatic wines. Today, Fratelli Maraschi is known as Maraschi & Quirici, situated in Chieri, a small town high in the foothills of the Italian Alps, just outside Torino. The location of Maraschi & Quirici is important, not only due to it being where Vaccari first created his liqueur but because this is where so many of the herbs and spices used in Galliano grow.

Though now residing in a modern factory, the standards of Maraschi & Quirici founders prevail. The distillers are celebrated for the quality of their extracts. To this day, Maraschi & Quirici shapes the essence of the incom-parable taste and aroma of Galliano.

Galliano is distilled in two small (less than 100 litres) traditional copper pot stills, which Maraschi & Quirici reserve for the production of this Italian spirit. The following botanicals are just a handful of the ingredients that form the Galliano experience.

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MEDITERRANEAN ANISE

Found in Southern

Europe. Mediterrane-an anise is cultivated since the 15th centu-ry, mostly for the spirits industry. It’s known for

its stimulating and energising properties.

LAVENDER

Lavender’s natural habitat is southern Europe. It’s used in

the perfume industry for its fragrance. Lavender is also

known for its relaxing and anti-

inflammatory properties.

JUNIPER

Native to the Alpine regions where it grows at 2,500

metres of altitude. In the Middle Ages Juni-

per was renowned for its miraculous

properties. Today, it’s used for its character-

istic deep flavour.

PEPPERMINT

Originally cultivated in the Piedmont

region of Italy. Pep-permint is soothing and relaxing to the

stomach, and renowned for its

refreshing, cooling properties.

MUSK YARROW

Grows in the Alpine regions at 2,500

metres of altitude. Musk Yarrow has

been used in Europe for thousands of

years. The botanical remains renowned for its healing properties.

CINNAMON

Cinnamon’s natural habitat is Sri Lanka, China, India and

Brazil. As early as 2000 BC it was so highly

prized, it was a gift fit for a king. Today it’s valued for its warm,

intense flavour.

STAR ANISE

This member of the Magnolia family

naturally grows in the South of China.Star

anise has been harvested for many years for its curative properties. It’s used for its sweet, warm

and aromatic taste.

VANILLA

Discovered in Mexico in 1520. These days

vanilla is widely grown in the tropics.

The spice is extensive-ly used for its delicate yet distinctive lingering flavour; a key flavour of Galliano.

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THE BO

TTLE AN

D TH

E RAN

GE

La Bottiglia e la Gamma

4

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THE ANATOMYA DISTINCTIVE BOTTLE

THE RANGE

Vaccari went to great lengths to ensure that every last detail of Galliano was symbolic of greatness. The bottle was no exception. The tall, slender shape with many tapered flat sides was inspired by the columns of the ancient temples of Rome and the mighty glory of the empire. Is it any coincidence that the elevated height of the Galliano bottle alone ensured that it was placed on the top shelf where it stood out above the rest?We think not.

A shape that reminds one of the ancient temples of Rome.

GALLIANO L’AUTENTICO

The original. The first liqueur that embodied the true

spirit of Italy.

GALLIANOVANILLA

The heart of Galliano L’Autentico with a warm vanilla

flavour.

GALLIANORISTRETTO

The perfectly brewed ‘ristretto’ with

the best Arabica and Robusta beans.

GALLIANOAMARETTO

The perfect balance of almonds, cherries and roasted cacao

beans.

GALLIANO L’APERITIVO

A gentle bitter with fresh and fragrant

Mediterranean citrus and herbal notes.

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L’AUTENTICOBOTANICAL • RICH • COMPLEX

Arturo Vaccari captured the spirit of Italy with a perfectly balanced blend of Mediterranean and exotic botanicals, all sourced and blended in their natural form.

After Vaccari’s experiments with countless combinations of ingredients, he settled on more than 30 herbs, plants, roots, flowers, barks and spices. These include juniper berries, caraway seed cloves, cardamon, sandalwood, star anise, cinnamon, sage, thyme, mint, lavender and Madagascar vanilla.Galliano L’Autentico is created by using multiple macerations and distillations. It’s blended from nine component parts, several being highly complex themselves.The intricacy of the final recipe of Galliano L’Authentico remains a guarded secret to this day.

Anise and peppermint are most prominent on the palate when drinking Galliano L’Autentico. An explosion of fresh herbs, cinnamon, ginger, nutmeg and citrus follows. The lingering taste of smooth vanilla, refreshing peppermint and spice remains.

FLAVOUR WHEELaroma

viscosityaccessible

powerfulvanilla

bitecomplex

herbalfreshsweet

Licor 43Galliano L’Autentico

8070605040302010

Price index 150 vs Licor 43

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Galliano Vanilla contains the heart of Gal-liano L’Autentico, including Mediterranean anise, cardamom, lavender, peppermint and cinnamon. Some, however, prefer the taste of a stronger tone of vanilla. Therefore, a fragrant vanilla distillate of the highest quality has been added to the Galliano base to create Galliano Vanilla.

Galliano Vanilla has a round, fragrant and sweet vanilla flavour and lower ABV (30%). This pronounced vanilla aroma offers versatility in cocktails, while retaining Galliano’s unmistakable character.

Use Galliano Vanilla in the L’Autentico signature cocktails for a sweeter drink.

VANILLADELICATE • BOTANICAL • SMOOTH

The mesmerizing taste of round vanilla tones with floral, fresh and minty notes.

FLAVOUR WHEEL

aroma

viscosityaccessible

powerfulvanilla

bite

herbal

fresh

sweet

Licor 43Galliano Vanilla

8070605040302010

Price index 125 vs Licor 43

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Galliano L’Aperitivo is a bitter, or in Italian ‘Amaro’. The unique recipe of Galliano L’Aperitivo includes many extracts and infusions of Mediterranean citruses such as oranges, bergamots, bitter oranges, chinotto, tangerines and grapefruits. This fresh blend of fruits makes Galliano L’Aperitivo stand out in freshness.

The L’Aperitivo recipe includes a subtle addition of the heart of Galliano L’Autentico, including Mediterranean anise, juniper, cardamom, sandalwood, sage, lavender, peppermint, cinnamon and vanilla. This dash of the classic Galliano gives Galliano L’Aperitivo its rich, subtle and herbal aroma.

The ingredients of L’Aperitivo are macerated and rested at least two weeks to obtain the ultimate flavour composition of fruits, plants and herbs.

L’APERITIVOFRESH • RICH • BITTERSWEET

Starting off fresh with Medi-terranean citrus notes, combined with subtle herbal notes. Galliano L’Aperitivo has a long, gentle, yet bittersweet finish.

FLAVOUR WHEELNote: Aperol is less in ABV (11%), more sweet & singular in flavour.

aroma

powerfuldrinkability

bitefresh

bittercitrus

herbalsweetrich

CampariGalliano L’Aperitivo

8070605040302010

Price index 125 vs Campari

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Galliano Ristretto is made from two varieties of coffee beans, with different levels of roasting: 55% Arabica beans from Colombia and Brazil, and 45% Robusta beans from India and Kenya. The Arabica beansgive a chocolaty, creamy and delicate top note, while the Robusta contributes body and bitter flavours. The relatively high use of Arabica beans - higher than would be common in a blend intended for percola-tion with water - provides strong, bitter flavours familiar to traditional ristretto espres-so coffee. For the deepest and most intense coffee aroma available.

TASTING NOTESXX

RISTRETTOSTRONG • INTENSE • COFFEE

The full-flavoured palate of Galliano Ristretto is very close to that of a strong caffè corretto with dark chocolate covered and heavily roasted coffee beans. The oily espresso finish has an almost pepperminty freshness.

a bFLAVOUR WHEEL

aroma

richintense co�ee taste

viscositydelicate

powerfulsweet

bitefreshbitter

KahluaGalliano Ristretto

8070605040302010

Price index 150 vs Kahlua

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Galliano Amaretto is a rich and especially well-balanced almond liqueur. The bitter almond flavour is obtained by mixing the pure essence of bitter almonds with essential oils of geranium, rose and orris. Besides the familiar marzipan and bitter almond flavour, Galliano Amaretto contains hints of roasted cacao beans and Madagascar vanilla. The subtle note of sweet and sour cherries comes from the flesh and stones of the fruit. This elegant blend of aromas results in the most complex flavour of its kind. The distillate is left to age for a few weeks to develop the typical sweet, caramel and bitter aromas, which results in the unique feature of Galliano Amaretto.

AMARETTORICH • INDULGENT • SWEET

Galliano Amaretto has a luxurious, luscious flavour. Almond flavours are combined with hints of cherries, roasted cacao and vanilla.

FLAVOUR WHEEL

aroma

gentle

rich viscosity

fresh

powerful

bite

sweet

DisaronnoGalliano Amaretto

8070605040302010

Price index 125 vs Disaronno

Galliano, il suo utilizzo perfetto.

5 HO

W TO

ENJO

Y GA

LLIAN

O

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The Classics Numbers on a clock don’t define the perfect moment for a time-honoured drink.

Every moment can be an extraordinary moment with a classic cocktail.

Classics like the Harvey Wallbanger and the Golden Cadillac not just stood the test of time, they’ve arisen from it. Those who add one of these time-honoured drinks to their day experience a moment of old-fashioned style, class and a Seventies charm.

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KEYDRINKS - THE CLASSICS

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INGREDIENTS60 ml Galliano L’Autentico 30 ml Fresh Lemon juice7.5 ml Sugar syrup 10 ml Egg white (optional) 1 Dash Angostura bitters

GARNISHLemon zest

METHODBuild all ingredients into an ice-filled glass.

INGREDIENTS25ml Galliano L’Autentico30ml Bols Cacao Brown40ml Cream

GARNISHDark chocolate shavings

METHODShake all ingredients and fine-strain in a pre-chilled glass.

INGREDIENTS15ml Galliano L’Autentico15ml Hot espresso15ml Cream

GARNISHNone

METHODLayer ingredients in given order.

INGREDIENTS15ml Galliano L’Autentico50ml Vodka120ml Orange juice

GARNISHOrange wedge / orange zest

METHODBuild all ingredients into an ice-filled glass.

In the 1970’s Californian surfer Harvey won an important surfing competition and went into a bar to celebrate this with his favourite drink. He apparently imbibed too much and, stag-gering out of the bar, banged his surf board from wall to wall. His friends nicknamed him 'Harvey Wallbanger'. The nickname transferred itself to his favourite drink and a legend was born.

Sours belong to one of the old families of original cocktails. They are real time-honoured thirst quenchers. The Galliano Sour became popular mainly in Europe and is still a drink one will order again and again. This luscious cocktail has a smooth and fresh finish.

In the 1970s, a young women and her dashing fiancé came into Poor Red ’s Bar-B-Q in El Dorado. To celebrate their engagement, the couple decided that a cocktail should be created in their honour. Long-time bartender Frank Klein developed a decadent drink to match their newly purchased golden Cadillac. This velvety concoction is still known world-wide as the Golden Cadillac.

The Hot Shot is a legend in Scandinavia for warming up even the iciest of days. Overnight, in the 1980s, the Galliano Hot Shot made its first appearance as the undisputed choice of heart-warming drink. 15 ml Anisette was replaced with Galliano in Bosse Bergström’s entry shot for the Coffee Drink Competition at Berns in Stockholm. It was a hot favourite. Suddenly, everybody knocked back this delicious defroster in Scandinavian bars.

HARVEY WALLBANGERFRUITY • CITRUS • SWEET

GOLDEN CADILLACCREAMY • SWEET • INDULGENT

GALLIANO SOURFRESH • SWEET • RICH

GALLIANO HOT SHOTWARMING • HERBAL • CREAMY

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Gar

y Wal

lban

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Sim

on W

allb

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Har

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HOW TO ACTIVATE THE CLASSICSLet these words and songs inspire you to create the right atmosphere when activating the Classics.

KEY WORDS:Vintage • Joyful

INSPIRATIONAL TRACKS:‘D’jazz Tribute (Longplay)’David Grumel

‘By Night’Vibraphile

Embrace the current retro trend and re-claim the Galliano Classics. There is a great story behind each of them. It’s for that reason they became the proven Galliano Classics.

PR ACTIVATIONSPECIFIC OCCASIONS:• Harvey Wallbanger Day - November 8

Celebrate Harvey Wallbanger Day on November 8 with industry leaders and press. Promote the most popular Galliano drink in history during its national holiday. You can also promote a twist of the Harvey Wallbanger. For instance the Gary Wallbanger with Bourbon (30ml Galliano L’Autentico, 60 ml Bourbon, 60ml orange juice, 30 ml pineapple juice), the Simon Wallbanger with Prosecco (37ml Galliano L’Autentico, 60ml pineapple juice, top up with Prosecco) or the Harvey Weissbanger with wheatbeer (45ml Galliano L’Autentico, 60ml orange juice, top up with wheat-beer), all shown on the right (fig. 1).

• Develop a Galliano Hot Shot press kit in combination with Nespresso or tools, as shown on the right (fig.2).

ON TRADE ACTIVATIONON THE MENU:• List the Galliano Classics on the cocktail menu

The flavour stamps, as shown on the right (fig. 3), can be used as inspiration to clarify the flavour of the drink to the consumer.

• Harvey Wallbanger ice-cream Have your local ice-cream specialist make special edition ice-cream with the Galliano Classic flavours.

• Activate Hot Shot variations You can use all different coffee variants (Mocha, Latte etc.) to build on the famous Hot Shot. Experiment with this winning drink and the worldwide coffee hype.

FRUITY• CITRUS •

SWEE

T

FRESH • SWEET • R

ICH

fig. 2

fig. 1

fig. 3

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Bartender‘s Signatures“Galliano is really complex, yet it works in all sorts of ways. The aromas and flavours remind me of my home country.”

Ago PerroneMaster Mixologist of the Connaught; the world’s best bar (tales of the cocktail 2016)

It's a bartender's mission to draw the guests into the art of cocktails. A traditional artist has his pencils, his brushes, his canvas and his paint. The bartender has his

spirits. Therefore, these spirits should be nothing but impeccable balanced. Therefore, these spirits should be nothing but Galliano.

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HOW TO ACTIVATE THE BAR SCENELet these words and songs inspire you to create the right atmosphere when activating the bar scene.

KEY WORDS:Flavour Intensity • Heritage

INSPIRATIONAL TRACKS:‘Verti Marte’ Twilight Singers

'Sweet Thang'Shuggie Otis

PR ACTIVATIONEXAMPLE:Host an Italian dinner (fig. 1,2) with trade press and Bartender influencers, where everybody comes together to share stories and have a good time.

KEY ASSETS:• High quality cocktails, especially created for this event• High quality food pairing

EXTRA VALUE:Jam-session (fig. 3); let bartenders spontaneously create drinks behind the bar with Galliano.

ON-TRADE ACTIVATIONTRADE EVENTS:We suggest a strong presence on national barshowswith the Galliano range, such as:• Tales of the Cocktail - New Orleans• Perfect Serve Barshow – Amsterdam• BCB – Berlin• London Cocktail Week - London• Singapore Cocktail Week - Singapore

KEY ASSETS:• Set up a 'tasting table' (fig. 4), where all the

botanicals of Galliano are laid out for everyone to smell and touch.

• Have skilled bartenders (fig. 5) there to create signature drinks with the Galliano range. See page 51.

TIKI DRINKS:Inspire bartenders with tiki drinks. In the glory days of Galliano the tiki trend arose and found its way to Galliano. Today the tiki culture continues with different exotic combinations. See page 54 for special creations.

MASTERCLASSES:Organize Galliano masterclasses (fig. 6) with inspirational bartenders such as Ago Perrone. Show the versatility of the brand.

fig. 4fig. 1

fig. 5

fig. 2

fig. 6

fig. 3

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TONICO ROSSOBITTER • INTENSE • FRESHINGREDIENTS30ml Galliano L'Aperitivo10ml Galliano Ristretto15ml Tonic water1ml Lavender bitter

GARNISHPink grapefruit wedge

METHODStir all the ingredients with ice and serve on the rocks.

YELLOW SUBMARINEDRY • BITTER • FRESHINGREDIENTS30ml Gin10ml Dry sherry fino (Tio Pepe)10ml Galliano L’Autentico1 dash Celery bitter (Bitter Truth)

GARNISHLemon zest & cucumber wheel

METHODStir all the ingredients with ice and serve on the rocks.

RED FASHIONEDRICH • BITTERSWEET • HERBALINGREDIENTS30ml Gin30ml Galliano L'Aperitivo30ml Martini Rosso5ml Dark crème de cacao1 dash Absinth (Pernod)

GARNISHOrange wedge

METHODStir all the ingredients with ice and serve on the rocks.Spray with vetiver spray.

RED ORANGEBITTERSWEET • FRESH • STRONGINGREDIENTS25ml Galliano L'Aperitivo30ml Bols Genever2 barspoons Caster sugar15ml Fresh lime juice5ml Kalamansi puree (Boiron)

GARNISHNutmeg essence

METHODShake all the ingredients with ice and serve straight up.

SPECIAL CREATIONS PERFECT SERVE BAR SHOW

Toni

co R

osso

Red

Fas

hion

ed

Yello

w S

ubm

arin

e

Red

Ora

nge

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THE GALLIANO TIKIS

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CARIBBEAN COOLERFRUITY • SWEET - SPICY

INGREDIENTS25ml Galliano L’Autentico 37.5ml Dark rum 25ml Fresh lime juice Ginger beer

GARNISHMint sprig & lemon wedge

METHODShake and strain the Galliano L'Autentico, dark rum and lime juice into a crushed ice-filled tiki glass. Top up with ginger beer.

BOSSA NOVA SPECIALFRUITY • TANGY • HERBAL

INGREDIENTS30ml Galliano L’Autentico 30ml Light rum 7.5ml Bols Apricot brandy 60ml Pineapple juice 15ml Egg white 7.5ml Fresh lemon juice

GARNISHPineapple wheel

METHODShake all ingredients and strain into a crushed ice-filled tiki glass.

FREDDY FUDPUCKERSWEET • HERBAL • SOUR

INGREDIENTS60ml Galliano L’Autentico 30ml Fresh lemon juice 7.5ml Sugar syrup 10ml Egg white (optional) 1 dash Angostura bitters

GARNISHMint sprig & orange wedge

METHODShake all ingredients and fine-strain into an ice-filled tiki glass.

HANNA HOUSWEET • FRUITY • BITTER

INGREDIENTS25ml Galliano L'Aperitivo50ml Don's mix (2 parts Grapefruit juice, 1 part Cinnamon

infused syrup)45ml Bacardi Carta Negra15ml Arcane Cane Rum10ml Orgeat syrup

GARNISHCinnamon stick, flower

METHODPour all ingredients into a shaker, shake with crushed ice, pour unstrained in a tiki glass.

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The Aperitivo Almost unnoticed, while friends and family sip a bittersweet drink, the abundance of plates filled with bites gets emptier. Black and green olives, homemade bruschettas, crostinis and

fresh charcuterie just now covered their shiny metal surface. Sharing stories, food, and most important, lovely times while anticipating dinner makes hungry and thirsty.

Aperitivo is the name for both the moment of having a light pre-dinner drink, as well as the sort of drink that one would have at such a moment. It’s a time of friend-

ship, sharing and belonging. The word aperitivo comes from the Latin ‘aperire’, meaning, “to open”. This word would be best described as that sensation one gets

when they smell fresh bread baking in the oven - a scent that almost literally “opens their stomach”. That’s what an Italian aperitivo is supposed to do; encourage the

appetite, so friends, family and loved ones can fully enjoy their upcoming meal together.

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KEY DRINKS - THE APERITIVO’S

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NEGRONICOMPLEX • CITRUS • BITTERSWEET

INGREDIENTS30ml Galliano L’Aperitivo 30ml Vermouth punt e mes 30ml Gin

GARNISHOrange zest

METHODStir in an ice-filled short drink glass.

GALLIANO SPRITZBUBBLY • FRESH • BITTERSWEET

INGREDIENTS50ml Galliano L’Aperitivo 100ml Prosecco Dash of soda

GARNISHOrange wheel

METHODBuild ingredients in an ice-filled glass.

AMERICANORICH • FRESH • BITTERSWEET

INGREDIENTS40ml Galliano L’Aperitivo 40ml Vermouth Carpano Antica Formula Top of with soda

GARNISHOrange wedge

METHODStir in an ice-filled short drink glass.

GALLIANO TONICFRESH • CITRUS • BITTERSWEET

INGREDIENTS50ml Galliano L’Aperitivo 100ml Tonic

GARNISHLime wedge/slice

METHODBuild all ingredients in an ice-filled glass.

- 62 - - 63 -

HOW TO ACTIVATE L’APERITIVOLet these words and songs inspire you to create the right atmosphere for the ultimate L’Aperitivo moment.

KEY WORDS:Sharing • La Dolce Vita

INSPIRATIONAL TRACKS:‘Air Batucada’ Thievery Corporation

‘Layer’Chad

When activating Galliano L’Aperitivo, we focus on claiming the L'Aperitivo moment. This is why we always put the perfect combination of Galliano L’Aperitivo and food in the spotlight.

PR ACTIVATIONSEXAMPLES:• ”Grande Aperitivo” for press, influencers and

bartenders (fig. 1, 4).• Presence at popular culinary festivals to claim the

L'Aperitivo moment (fig. 5).• Take over a well visited terrace from a flagship venue.

KEY FOCUS:• Communicate the true Italian feeling of Galliano.• Make sure the guest always have a perfectly served

drink.

KEY ASSETS (in order of preference):• A custom-made Galliano branded Piaggio or Vespa

(fig. 4)• A custom-made Galliano branded bar-trolley (fig. 5)• Vintage bar cart with Galliano POS material

NICE TO HAVES:• Italian style acoustic music (fig. 2)• Wood-oven pizza(bites)• Anti-pasti and crostinis (fig. 3)• Orange trees (preferably Chinotto)• Light cables• A large table with linnen table cloths and chandeliers

fig. 4

fig. 1

fig. 2

fig. 3 fig. 5

- 64 - - 65 -

ON-TRADE ACTIVATIONS• Highlight key drinks on cocktail menu.

List one (or more) popular Galliano L'Aperitivo drinks on the menu. Ideally they are linked to the outlet as the recommended drink of the house for the L'Aperitivo moment. As seen, for example, on the menu of the Italian restaurant/cocktailbar Cecconi’s, shown on the left (fig. 1).

· Serve with bites True to Italian tradition a pre-dinner L'Aperitivo drink comes with a small bite. Present the L'Aperitivo cocktail together with small Italian bites as a combined offer. Think of bites such as olives, nuts, a bowl of chips or sophisticated bites like tiny sandwiches, bruschettas or crostinis. Or give the bites for free if you want to stay true to the Italian tradition.

· Table serve Serve the Galliano L’Aperitivo drinks on a bar-trolley for an outstanding qualitative experience. For instance, serve Galliano Americano’s from a retro bar-trolley and with a soda syphon. By seeing it, other guests will be inspired as well to order.

• Present combined Galliano drinks List one (or more) Galliano drinks (fig. 2), with a combination of the different Galliano flavours. For instance, if an on trade outlet already has Galliano L’Autentico listed and is willing to list Galliano L’Aperitivo as well, you can serve a drink with both flavours in one drink to stimulate rotation of the existing Galliano L’Autentico listing and the new Galliano L’Aperitivo. The orange sparkle (15ml Galliano L’Aperitivo, 15ml Galliano L’Autentico, 10ml Bols Triple sec, 100 ml champagne) as well as the Italian Spritz punch (1 cup Galliano L’Autentico, 1 cup Galliano L’Aperitivo, 2 bottles of Prosecco) are examples of this. This can also be done for example with Galliano L’Aperitivo and Galliano Ristretto. See Bartender Special Creations segment on page 51.

• L'Aperitivo events at key hospitality outlets • Select around 5 flagship venues that will partner in

claiming the L'Aperitivo moment. • Each location will host an aperitivo event for loyal

customers. • The venues will receive a vintage Galliano bar-trolley

and POS material to create the ultimate L'Aperitivo atmosphere.

• POS materials: • Branded wooden boards • Branded glasses:

• Coppa glasses for the L’Aperitivo Tonic • Tumblers for Negroni’s and Americano's • Branded Mason Jar (fig. 3) for pre-batched Negroni's • Branded golden shaker, barspoon and jigger

• Amuse bouche & antipasti platter To upsell cocktails as aperitif in a restaurant setting, sell L'Aperitivo drinks as amuse bouches (a sip sized tasting, 20/30ml), together with an Italian antipasti platter for starters. Consumers will have the opportuni-ty to try a L'Aperitivo cocktail for instance a 'Galliano Americano' amuse bouche, and will likely order the cocktail ‘Americano’ itself afterwards. Present the amuse bouches together with the Italian antipasti platter as a combined offer from the food menu. Give the guests the feeling that the amuse bouche is an extra to their order. See example in the menu (fig. 4). We also created a few special amuse bouches as inspiration for the more advanced on trade outlet. See page 67.

Aperitivo15

galliano

AMERICANOGalliano L’Aperitivo,

vermouth Carpano,

Antica Formula, Soda

HOUSE TONIC15

EASTERN STANDARDgrey goose, cucumber, mint & fresh lime

PICANTE DE LA CASAcazadores reposado tequila, fresh cut fresno chili, cilantro, agave

& freshly squeezed lime

SOHO MULE42 below vodka, house made ginger syrup, freshly squeezed lime,

topped with soda

CECCONI’S ORIGINALS 15

DOLCE FRAGOLA42 below, lime, fragola liqueur

NEGRONIbombay dry, campari, martini, sweet vermouth

CAFÉ ROMANAsambuca romana topped with *house made espresso foam

LIMONCELLO SPRITZhouse made limoncello with prosecco topped with soda

& a dash of aperol

RON OLD FASHIONEDbacardi 8yr rum, angostura & orange bitters

*contains egg whites

fig. 1 fig. 3

fig. 4fig. 2

- 66 - - 67 -

THE AMUSE BOUCHES

AMUSE 4FRESH • DRYINGREDIENTS15ml Galliano L’Autentico 40ml Vodka 25ml Dry Vermouth

GARNISH Cucumber skin

METHOD Stir all ingredients with ice, pour into 4 small glasses.

AMUSE 5BITTERSWEET •HERBALINGREDIENTS 15 ml Galliano L’Autentico 30 ml Gin 20 ml Fresh Lemon juice 8 Leaves of fresh mint Top up with Champagne

GARNISHLemon zest

METHOD Stir all ingredients with ice, pour into 4 small glasses and top up with Champagne.

AMUSE 2SWEET • TANGYINGREDIENTS25 ml Galliano L’Aperitivo 15 ml Honey water 15 ml Fresh Lemon juice15 ml Ginger beer

GARNISH Ginger slices


AMUSE 1BITTER • FRESHINGREDIENTS20ml Galliano L’Aperitivo 50ml Gin 30ml Fresh lemon juice 10ml Crème de mure

GARNISH Fresh blackberry


AMUSE 3DRY • BUBBLYINGREDIENTS20 ml Galliano L’Aperitivo 20 ml Bols Genever 20 ml Pink Grapefruit juice5 ml Orange Curacao

GARNISH Grapefruit zest


Amus

e 1

Amus

e 3

Amus

e 5

Amus

e 4

Amus

e 2

- 68 - - 69 -

RETAIL ACTIVATIONRETAIL PRESENTATION OF GALLIANO L’APERITIVO:• Small neckhanger booklet (fig.1) which can be

attached to the bottle with recipes for key drinks and aperitivo bites.

• Gift pack for liquor stores with a bottle of Galliano L’Aperitivo and two small servings of tonic (for example see page 70). Optional items to add to the gift pack:

• Branded glasses • Branded wooden board • Bottles with neckhangers

fig.1

- 70 - - 71 -

THE GIFT PACK

l’aPERiTiVo ToniCFRESH - CITRUS - BITTERSWEET

INGREDIENTS50ml Galliano L’Aperitivo

100ml Tonic

GARNISHLemon wedge/slice


l’aPERiTiVoFRESH – RICH - BITTERSWEET

Galliano L’Aperitivo is a bitter, or in Italian ‘Amaro’. The unique recipe of Gallia-no L’Aperitivo includes many extracts and infusions of Mediterranean citruses such as oranges, bergamots, bitter oranges, chinotto, tangerines and grapefruits. This fresh blend of fruits makes Galliano L’Aperitivo stand out in freshness.

The L’Aperitivo recipe also includes a subtle addition of the heart of Galliano L’Autentico, including Medi-terranean anise, juniper, cardamom, sandalwood, sage, lavender, peppermint, cinnamon and vanilla. This dash of the classic Galliano flavours gives Galliano L’Aperitivo its rich, subtle herbal aroma.

The ingredients of L’Aperitivo are macerated and rested at least two weeks to obtain the ultimate flavour compo-sition of fruits, plants and herbs. After the ageing process, all extracts are filtered and added to the final blend.

gallianoSPIRITO ITALIANO

Take one charismatic, impossibly handsome national war hero. Name your creation after him. Take tens of thousands of Italian prospectors who flocked to California during the great Gold Rush. To remind them of their homeland make your liqueur guess what colour? Add a recipe that reads more like a medieval elixir of herbs, plants, roots, barks, spices and flower seeds. Follow with a distillation process that’s closer to the creation of the finest perfume, than that of a spirit. Mix with equal measures of Italian flamboyance and audacity. Shake together vigorously with a liberal dash of passion and humour. Employ one Abyssinian waiter to serve. And there you have it. The spirit of Italy. Galliano. Spirito Italiano.

The perfect moment to enjoy this bottle of Galliano L'Aperitivo.

... or whenever the time feels right.



100ml Tonic













100ml Tonic













100ml Tonic













100ml Tonic













100ml Tonic











The gift pack consist of a shiny see-through sleeve around a heavy and luxurious white cardboard box, that slides out sideways.

fig.1 top fig. 2 frontfig. 3 left fig. 4 backfig. 5 rightfig. 6 bottom

fig. 1

fig. 3 fig. 4 fig. 5

fig. 6fig. 2

- 72 -

The Digestivo The clear sky transferred from bright blue into hues of pinkish purple and vibrant reds, yet the night’s smooth black coffee shades have once again proven to be victories in the

unstoppable battle of the passing of time. Stars decorate the darkness with pinpricks of gold. And just like the sky the table is dressed in flickering lights, while liquid after-dinner

indulgements capture its darkness in cups and glasses. Late turns into early, yet no one feels the urge to leave the dinner table.

The digestif was once created for precisely what it sounds like – to start up the digestion after dinner. Yet, nowadays the digestif is the perfect compromise when one is full after a long meal with friends, but doesn’t want to leave the good company and has a slight appetite for sugar. After a lovely meal, just a touch of sweetness and a higher

alcohol percentage is welcomed as the drink helps bring everything to a close.

- 74 - - 75 -

KEY DRINKS - THE DIGESTIVOS

- 76 - - 77 -

ESPRESSO MARTINIINDULGENT • COMPLEX • RICH

INGREDIENTS20ml Galliano Ristretto30ml Vodka30ml Espresso10ml Sugar syrup

GARNISH3 Coffee beans

METHODShake all ingredients and finestrain into a pre-chilled glass.

ON THE ROCKSSTRONG • RICH • COMPLEX

INGREDIENTSGalliano Ristretto

GARNISHNone

METHODPour Galliano Ristretto over ice for a refreshingly chilled drink.

CAFFE AMARETTOSWEET • INDULGENT • RICH

INGREDIENTS20 ml Galliano Amaretto 30 ml Vodka 25 ml Freshly brewed espresso 10 ml Sugar syrup

GARNISH3 Coffee Beans

METHODShake all ingredients and finestrain into a pre-chilled glass.

AMARETTO SOURSOUR • SWEET • RICH

INGREDIENTS50 ml Galliano Amaretto 25 ml Freshly squeezed lemon juice 15 ml Egg white (optional) Dashes of Angostura bitter

GARNISHLemon zest

METHODShake all ingredients and finestrain into an ice-filled short drink glass.

- 78 - - 79 -

AFFOGATOCREAMY • INDULGENT • SWEET

INGREDIENTS30ml Galliano Ristretto 1 scoop of vanilla ice cream

GARNISH3 Coffee beans

METHODPut 1 scoop vanilla ice cream in a small glass and pour Galliano Ritretto over it.

WHITE RUSSIANSWEET • CREAMY • RICH

INGREDIENTS30ml Galliano Ristretto30ml Vodka20ml Cream

GARNISH2 Sprigs of fresh mint4 Fresh ginger sticks

METHODBuild ingredients into an ice-filled glass.

- 80 - - 81 -

HOW TO ACTIVATE IL DIGESTIVOLet these words and songs inspire you to create the right atmosphere for the ultimate ‘Il Digestivo’ moment.

KEY WORDS:Indulgent • Elegance

INSPIRATIONAL TRACKS:

‘No Strings’ Mayer Hawthorne, (DJ Jazzy Jeff Remix Instrumental)

‘Inesauribile tu’St. Project & Ely

Highly qualified bartenders and baristi know how to make their Espresso Martini and Caffe Amaretto. Combining this knowledge and release of creativity will trigger the mixologists inside of them. Can you imagine what creations might come out.

PR ACTIVATIONEXAMPLE:Use after dinner occassions to send out Galliano packages to a list of relevant press.For instance: 1st of October is International Coffee day. This is also the time where the weather gets colder and people tend to stay inside. Perfect timing to put focus on the Galliano digestives.

INTENDED RESULT:• Create PR value • Keep Galliano top of mind with press

WHO DO WE SEND IT TO?• Trade press• Lifestyle / culinary press

- 83 -- 82 -

digestivo15

gallianoESPRESSO MARTINI

galliano RistRetto,

vodka, espResso & sugaR

HOUSE TONIC15

EASTERN STANDARDgrey goose, cucumber, mint & fresh lime

PICANTE DE LA CASAcazadores reposado tequila, fresh cut fresno chili, cilantro, agave

& freshly squeezed lime

SOHO MULE42 below vodka, house made ginger syrup, freshly squeezed lime,

topped with soda

CECCONI’S ORIGINALS 15

DOLCE FRAGOLA42 below, lime, fragola liqueur

NEGRONIbombay dry, campari, martini, sweet vermouth

CAFÉ ROMANAsambuca romana topped with *house made espresso foam

LIMONCELLO SPRITZhouse made limoncello with prosecco topped with soda

& a dash of aperol

RON OLD FASHIONEDbacardi 8yr rum, angostura & orange bitters

*contains egg whites

ON TRADE ACTIVATION• Highlight key cocktails on menu

List one (or more) popular Galliano Digestivo drinks on the menu. Ideally they are linked to the outlet as the recommended drink of the house for the Digestivo moment. As seen, for example, on the menu of the Italian restaurant/cocktailbar Cecconi’s (fig. 1).

• Combined Galliano drinks List one (or more) Galliano drinks, with a combination of the different Galliano flavours. For instance if an on trade outlet already has Galliano L’Autentico listed and is willing to list Galliano Ristretto as well, you can serve a drink with both flavours in one drink to stimulate rotation of the existing Galliano L’Autentico listing and the new Galliano Ristretto. The Galliano 'Cold Shot' (15ml Galliano L’Autentico, 15ml Galliano Ristretto, 15ml Cream) is an example of this (fig. 2).

• Table serve Serve the Galliano Digestivo drinks on a bar-trolley for an outstanding qualitative experience.

• Masterclasses: Invite 10 - 15 bartenders and baristi to a creative masterclass hosted by a famous barista. The master-class will be hosted in one of the Galliano flagship bars.

Intended result: • Create goodwill amongst bartenders and baristi. • Make the digestivo classics top of mind.

Invitees: • Skilled bartenders • Baristi • Trade journalists

• Increase indulgement Digestivo is a moment of true indulgement, therefore Galliano Amaretto and Galliano Ristretto find great company in elegant sweets, desserts and pastries for a truly indulgent time. Have some exclusive Galliano filled chocolates made by your local chocolatier and serve them together with a Galliano Digestivo cocktail as a combined offer (fig. 3,4).

• Sip sized dessert To upsell cocktails as digestif in a restaurant setting, sell them in ‘sip sized’ dessert drinks (20/30 ml) together with a typical Italian dessert, such as tiramisu or sweet cannelloni. Consumers will have the oppor-tunity to try a digestif cocktail as a small, sip sized Espresso Martini, and are likely to order the cocktail ‘Espresso Martini’ itself afterwards. Present the sip sized dessert cocktail together with the Italian dessert as a combined offer from the dessert menu. As seen, for example, on the menu of the Italian restaurant Bocconcino, shown on the left. A few special sip sized dessert cocktails were created as inspiration for the more advanced on trade outlet, as shown on page 85.

fig. 1 fig. 3

fig. 2 fig. 4

- 84 - - 85 -

DESSERT 1CREAMY • STRONGINGREDIENTS30ml Galliano Ristretto 30ml Bols genever 2 scoops Vanilla ice cream

GARNISHCoffee beans & grated nutmeg

METHODStir the first 2 ingredients with ice, pour into 4 small glasses and top off with two small vanilla scoops.

DESSERT 3STRONG • FRUITYINGREDIENTS25ml Galliano Ristretto 25ml Dark rum 10ml Passion fruit puree 10ml Fresh lime juice 8ml Sugar syrup

GARNISHNone

METHODStir all ingredients with ice, pour into 4 small glasses.

DESSERT 2INTENSE • RICHINGREDIENTS25ml Galliano Ristretto 25ml Bols cherry brandy 25ml Cream

GARNISHMaraschino cherry


DESSERT 4NUTTY • CREAMYINGREDIENTS40ml Galliano Amaretto 30ml Coconut milk 10ml Almond syrup

GARNISHGrated nutmeg


LIQUID DESSERTSD

esser

t 1

Dess

ert 2

Dess

ert 3

Dess

ert 4

- 86 - - 87 -

THE M

ARKET

Il Mercato

6

- 88 - - 89 -

THE INSIGHTSWHO ARE THE GALLIANO LOVERS?

Who are our target consumers and what are they about? While spreading the word of Galliano, we need to establish whom it is we’re actually talking to. Who do we want to reach with dedicated marketing and PR messages? What is their identity and where can we find them.With everything we do, we focus on these three target groups.

Own creations with Galliano

Tiki drinks

Negroni

Americano

On trade venues; bars and restaurants that serve

the Galliano range

Trade publications (online/ offline)

Trade social media

Trade events, such as barshows

WHAT DO THEY DRINK / CREATE? WHERE DO THEY DRINK GALLIANO? HOW DO WE REACH THEM?

IL BARTENDER

Who are they?

These are hospitality professionals: bartenders & hospitality entrepreneurs in, and outside the city. Dedicated people that are working with the Galliano range. They are between 25 and 45 years old and could be male or female. They work in quality hospitality outlets and are passionate and knowledgeable

about the products they work with. These experts always stay on top of the latest drink- and culinary trends; they base their choice of product on taste, quality and character. Unique flavours, craftmanship and

heritage are the reasons why they choose to work with Galliano.

- 90 - - 91 -

l’Aperitivo Tonic

Golden Cadillac

Café Amaretto

Affogato

On a sunny day on a terrace of one of Galliano’s on trade outlets

At a home party to impress friends

After dinner

Lifestyle publications such as ELLE magazine, VOGUE

magazine, L’UOMO etc.

National food publications such as Jamie Magazine, Good Food magazine, ELLE à Table, etc.

Lifestyle specials in national daily papers

Consumer events, such as culinary festivals

WHAT DO THEY LOVE TO DRINK? WHERE DO THEY DRINK GALLIANO? HOW DO WE REACH THEM?

LA BELLA DONNA & L’UOMO BELLO

Who are they?

They are 35 – 50 years old and more likely female than male. They live in medium sized cities, in residential areas. They live on a moderate to high income and are modern men and women with a career, a family and a busy social life. They love sharing stories with friends and family and to simply enjoy life. The Italian

character of Galliano is what makes it their drink of choice.

l’Aperitivo Tonic

Americano

Negroni

Galliano Sour

Espresso Martini

Tiki cocktails

At the city’s hotspots; high quality restaurants with

Italian influences

On trade venues; bars that serve the Galliano range and mix them

into their own creations

At home with friends on the rooftop terrace or balcony

Lifestyle publications; ELLE magazine, Glamour, VICE,

etc.

National men/ gadget/ luxury publications

National lifestyle/ food/ travel blogs & vlogs

Lifestyle instagrammers

Consumer events: music and lifestyle festivals

WHAT DO THEY DRINK / CREATE? WHERE DO THEY DRINK GALLIANO? HOW DO WE REACH THEM?

LA GIUVENTÙ

Who are they?

These are the young flavourmakers. They are both male and female and between the age of 25 and 40. La giuventù live in larger cities and enjoy the urban life. They are young professionals with a moderate to high income. These sophisticated youngsters are well educated and appreciate quality. For them, staying on top of the latest trends is an essential part of life and they share their finds and interests on Facebook

and Instagram. The quality and rich heritage of Galliano is what makes them loyal to this brand.

- 92 - - 93 -

THE GALLIANO SPIRIT

LA DOLCE VITA

SPIRITO ITALIANOSTORIES

RICH

FRESH

CRAFTSMANSHIPLIVORNO APERITIVO

DIGESTIVO

HERITAGE

QUALITY

VIBRANT

FRIENDS

MOMENTS

HISTORYCOMPLEX

FLAVOURS

ENJOYPREMIUM

ITALY

INTENSE

TASTE

INDULGEMENTAUDACITY

LIFESTYLE

PASSIONCLASSY

HERBS

FLAMBOYANCEFLAIR

METROPOLITAN

These are the terms and words that keep on coming back when we speak about Galliano.

- 94 - - 95 -

THE MESSAGEGALLIANO’S KEY MESSAGES

While our minds are filled with long, winding roads lined by pine trees and flowing hills in Tuscany, these are the things we say about Galliano:

“Galliano is a ‘La Dolce Vita’ inspired Italian drink that is smooth, rich in flavour and a bit playful.”

“Galliano is a true sophisticated Italian spirit; full of character and zest.”

“Come nightfall; friends gather, stories are being shared and turn into unforgettable moments.”

“Galliano is an artisanal and authentic Italian product. A powerful, delectable spirit,

with a unique history of craftmanship.”

- 97 -

Le Linee Guida

THE G

UID

ELINES

7

- 99 -

The Galliano Brand These guidelines set out the basic elements of our brand; the Galliano brand mark,

photography, colours, typography, and examples of key applications. Their purpose is to ensure consistency of the brand’s identity whenever and wherever it’s applied.

These guidelines are designed as a key reference manual for all those involved in the development and application of the Galliano brand, such as packaging, advertising, marketing, sales materials, exhibitions and trade shows. These instructions will be

particularly important for brand managers whose role is to oversee, direct and monitor the use of Galliano’s brand style. They are also an essential tool for external suppliers such as advertising agencies, design agencies, web agencies and printers who create any type of

printed matter for Galliano.

- 100 - - 101 -

THE BRAND MARKPRIMARY AND ALTERNATIVE

The Galliano brand mark reflects the essence of Galliano: heritage and craftmanship com-bined with contemporary style. The Galliano logotype combined with the Galliano crest and Arturo’s signature have a unique and sophisticated identity.

THE PRIMARY BRAND MARKWherever possible the primary brand mark (fig. 1) should be used. However, where space is limited or the background is too complex an alternative version of the brand mark without the crest and Arturo signature should be used (see fig. 2).The elements within the primary brand mark are always used together, as shown right. Their sizes and position relative to one another are fixed. These elements have been specially drawn and the brand mark exists as a set of unique master artworks.The brand mark should only be reproduced from the master artworks and should not be redrawn or altered in any way. The master artworks are provided in a digital format.

THE ALTERNATIVE BRAND MARKSThe elements within the alternative brand mark is always used together, as shown in fig 2. Their sizes and position relative to one another are fixed. This element has been specially drawn and the alternative brand mark exist as a unique master artwork. The alternative brand mark should only be reproduced from the master artworks and should not be redrawn or altered in any way. The master artworks are provided in a digital format.

fig. 1

fig. 1 - The primary brand markfig. 2 - The alternative brand mark

fig. 2

- 102 - - 103 -

THE CREST & SIGNATURE

It’s permissible to use the elements of the crest and Arturo’s signature separately as a graphic element.The elements within the crest and the elements within Arturo’s signature are always used together, as shown right. They should always be reproduced as a one colour. Their sizes and position relative to one another are fixed. These elements have been specially drawn. The crest and signature sign should only be reproduced from the master artworks and should not be redrawn or altered in any way. These crest and signature marks are available in different file formats. The master artworks are provided in a digital format. For illustration purposes only gold is shown here.

fig. 1

fig. 2

fig. 3

fig. 1 - Crest with signaturefig. 2 - Crest alonefig. 3 - Arturo’s signature

- 104 - - 105 -

The brand mark should only be reproduced in the colours shown in this and the following pages or reversed white out.The background behind the brand mark should be of an even tone to aid contrast and legibility. This applies to both a flat colour background and a photographic background.

fig. 1 fig. 2 fig. 4

fig. 1 - Full colour versionfig. 2 - One colour gold versionfig. 3 - One colour white version

THE COLOURSPRIMARY BRAND MARK

GALLIANO GOLDPantone® 871CPantone® 871UC: 0 M:35 Y:50 K: 5R:140 G:115 B:74Hex 8C 73 4A

GALLIANO GREYPantone® 426CPantone® 426UC:0 M:0 Y:0 K:100R: 5 G: 9 B:31Hex 19 1D 1F

GALLIANO DARK REDPantone® 1955CPantone® 1955UC:0 M:100 Y:60 K:37R:141 G: 7 B:61Hex 8D 1B 3D

- 106 - - 107 -

fig. 1

fig. 3

fig. 1

fig. 2

fig. 4 fig. 2

fig. 1 - Full colour versionfig. 2 - Full colour simplifiedfig. 3 - One colour gold versionfig. 4 - One colour gold version simplified

fig. 1 - One colour white versionfig. 2 - One colour white version simplified

THE COLOURSALTERNATIVE BRAND MARK

- 108 - - 109 -

To ensure prominence and legibility, the brand mark is always surrounded by a minimum area of clear space. The clear space area remains free of other elements, such as type and other graphic elements. The minimum area of clear space is shown right by the keyline containing the brand mark. The construction of the clear space area is based on the cap height of ‘SPIRITO ITALIANO’. The clear space area is a minimum and should be increased wherever possible.

THE MEASUREMENTSSPACING

- 110 - - 111 -

The size of the brand mark is specified by measuring horizon-tally across the solid part, not the drop shadow, of the brand mark, as shown right. This ensures sizing consistency regardless of which version of the brand mark is used.

The minimum size of the brand mark for print is 25mm, as shown right. There is no limiton the maximum size of the brand mark.All brand mark master artworks have been created measuring 100mm across the width of the Galliano word mark without the drop shadow. This ensures consistency and easy resizing.

THE MEASUREMENTSSIZING

Measure across width of brand mark.

Minimum size of 25mm.

- 112 - - 113 -

Certain elements of the Galliano label design can be used on other materials to add character and to create a strong visual link to the product.

THE GRAPHIC ELEMENTSCREST • SIGNATURE • PATTERN

pay off

monogram

herbs

Arturo signature city & date creation

THE CRESTThe Galliano crest is made up of the ‘Spirito Italiano’ motif, the ‘G’ monogram and the herbs, as shown right. It can be used as a shorthand for the brand, for example, on top of the bottle caps.

THE SIGNATUREThe Arturo signature is made up of the Arturo Vac-cari signature and the city and date of creation. It can be used as a shorthand for the brand.

THE PATTERNThe herb pattern was developed as a back-ground element for the Galliano labels. It was designed in recognition of the importance of the many different herbs that are uniquely blended together to create the distinctive Galliano flavours.It can be used as a graphic element such as a varnish or for example on the left and right side of the pages of this brand bible.

- 114 - - 115 -

Following these guidelines on how to use typography give communications the right look and bring consistency to all Galliano material.

THE TYPOGRAPHYFONTS

ITC Avant Garde is used on all printed Galliano communications.

ITC Avant Garde Bold - used for document titles and headlinesABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 €£$?!

ITC Avant Garde Medium - used for document titles and headlinesABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 €£$?!

ITC Avant Garde Book - used for running headsABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 €£$?!

ITC Avant Garde Extra Light - used for main headings or advertising headlinesABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 €£$?!

Adobe Garamond Pro is the font we use for body text.

Adobe Garamond Pro Bold - used for body text, body text headings and captionsABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 €£$?!

Adobe Garamond Pro Regular - used for body text, body text headings and captionsABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 €£$?!

Adobe Garamond Pro Italic - used for body text, body text headings and captionsABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 €£$?!

PLEASE NOTE:Garamond Bold, Regular and Italic are used in exceptional circumstances as our default system font in place of Adobe Garamond Pro, for example, in PowerPoint or on our website.If Garamond is not available it is permissible to use Times as an alternative.

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All of the guidelines combined lead to the following adverts. The Galliano adverts have the look and feel of a filmposter, to invite the public into the Galliano moment.

See below the key visuals for the Galliano Classics and on the following pages for the L’Aperitivo & Il Digestivo moment.

THE ADVERTS

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Key visual for the Galliano Tonic advertisements.

Key visual for the Galliano Espresso Martini advertisements.

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THE TONE OF VOICE THE SOCIAL GUIDELINES

Galliano is as careful in choosing the words to tell its tale, as it is in blending its spirit. Our Italian roots infuse a melodic narrative into the English language through a vibrant vocabulary. We don’t really like something; we adore it. We don’t think it’s beautiful; we find it breathtaking. We aren’t very happy; we are joyous. Nevertheless, we cherish a certain modesty. We shouldn’t be over explaining. We let our words paint the picture without ever sounding pompous.

USE OF PHOTOSWhen using photos for placement on social media please stick to the design of the crest, as shown on the right, to watermark the photos.Use only in it’s golden version, unless the photo is to complex, then use the white variant.

POSTING TIMESAlways post at appropriate times. No alcohol related posts before 4 pm.

Posts about The Classics: 4 pm - 11 pm.Posts about L’Aperitivo: 4 pm - 7 pm.Posts about Il Digestivo: 9 pm - 11 pm.

HASTAGSAlways add the following hashtags: #galliano #SpiritoItaliano #drinkgalliano #gallianomoments

Each Galliano moment has its own hastags:#autenticotime#aperitivotime#digestivotime#ristrettotime#amarettotime

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Per Concludere

The End You’ve discovered every flavour of Galliano. And like a homemade dish or beautiful

drink, this story is best when shared. Pour your audience a thirst-quencher, while you reveal the tale of this true Italian spirit. Spirito Italiano. Galliano.

Documents

1 · 2016-09-23 · The anatomy 24 The range 25 L’Autentico 26 Vanilla 28 L’Aperitivo 30 Ristretto 32 Amaretto 34 5. HOW TO ENJOY GALLIANO 37 The Classics 39 The Bartender’s