The founder, Kurt Charron, said he chose aloe because it gave Chareau a pleasant mouthfeel without a high sugar content. Faccia Brutto’s Aperitivo, for example, owes its rich red tint to a natural dye derived from crushed insects known as cochineals - a traditional additive used in Campari until the company switched to artificial coloring in 2006.Ĭhareau, an aloe vera-based aperitif made in Camarillo, Calif., features just seven locally produced ingredients, including cucumber, mint, melon and lemon. Many domestic producers proudly advertise their use of organic ingredients or avoidance of artificial colors or flavorings. But mysterious ingredients and practices are less of a selling point on this side of the Atlantic. Miller bought compilations of out-of-print books to research closely guarded Old World methods. Faccia Brutto’s annual revenue grew to $840,000 last year, from $100,000 in 2020.īut that hasn’t deterred American producers, who have widely embraced ingredient transparency in direct contrast to the “super paranoid” approach of European producers, Mr.

The founder, Patrick Miller, calls it the company’s “gateway drug,” especially for customers already acquainted with Campari-based cocktails like Negronis and Boulevardiers. drinking culture in a really meaningful way,” he said.Īperitivo, a bittersweet red liqueur, is the best seller for the three-year-old brand Faccia Brutto - grammatically incorrect Italian for “ugly face” - based in Brooklyn.

Tarmy’s Ventura Spirits produces its own Aperol-meets-Southern-California bitter called Amaro Angeleno, and began offering canned spritz cocktails in 2020. In the years since, sales of spirit-based aperitifs in the United States have grown by 20 percent, according to IWSR Drinks Market Analysis. The refreshing, low-alcohol cocktail in a cheerful shade of orange became America’s drink of the summer in 2017, thanks to a concerted marketing push. Selling bitter liqueurs to Americans would be far more difficult if not for the Aperol spritz, said Henry Tarmy, an owner of Ventura Spirits in Ventura, Calif.

Bartender r