There is a change in the air, a small, silent revolution that is redefining the contours of conviviality. It is called "sober curious," a global movement that sees more and more people choosing to drink less, or not at all, not because they are forced to, but because they have made a conscious choice for well-being, clarity, and inclusion. This does not mean giving up pleasure, ritual, or taste. On the contrary, it means seeking them in a new, more evolved, and mindful way.
A market that demands flavor, not just alternatives
The numbers speak for themselves: this is not a passing fad, but a profound cultural shift. According to recent market research, the value of the non-alcoholic and low-alcohol beverage sector in Italy has seen exponential growth, with an increase of over 30% in just one year.
What does this data tell us? It tells us that people are no longer looking for simple "alternatives" such as fruit juice or carbonated drinks when they don't want to drink alcohol. They are looking for complexity, character, and a story in their glass. They want to participate in the ritual of an aperitif or after-dinner drink with a product that is as refined, satisfying, and "adult" as a cocktail or traditional spirit.
The natural evolution of an Italian ritual: amaro
In this scenario, what drink other than amaro could be the protagonist of this evolution? Amaro is the symbol of the Italian after-dinner ritual, a mosaic of botanical flavors that encapsulates the herbal wisdom of a territory. It is a ritual that warms, aids digestion, and concludes a conversation.
To deprive this moment of its complex flavor would be a betrayal of its very nature. That is why non-alcoholic bitters represent the natural evolution of this tradition: they preserve the aromatic profile, the pleasant bitterness, and the digestive function, but make it accessible to everyone, at any time.
Paesano's answer: Sicilian roots for a new taste
At Paesano, we have always listened to two voices: that of our land, Sicily, and that of our people, our large family of "paesani" (villagers). And we have heard this new demand: the desire for an authentic, rich, traditional bitter liqueur that can be enjoyed by everyone.
Our answer could only come from our roots. We embarked on a fascinating journey, exploring ancient Sicilian herbal recipes to capture the soul of a great bitter liqueur, without the need for alcohol.
This is how our Amaro Analcolico Paesano was born, the Sicilian bitter liqueur you don't expect.
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Unique and natural: its heart is the Niscemi artichoke, a product of excellence from our region, which gives it that noble and persistent bitter note typical of the best bitters.
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Complex flavor: through a slow infusion process, we have extracted the most authentic notes of medicinal herbs and roots, enriching the bouquet with an unexpected and surprising note of roasted coffee that gives a warm and enveloping finish.
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The smart, 100% alcohol-free alternative: is the perfect after-dinner companion that is light on the stomach, delights the palate, and aids digestion. An alternative that is suitable for any time of day, because the pleasure of a good bitter liqueur should never come with any drawbacks.
We didn't invent an alternative. We simply extended a ritual, making it more inclusive. We created a new tradition, rooted in the deepest Sicilian culture, to look toward a future of conviviality without barriers. A future in which everyone, absolutely everyone, can respond to every "Cheers!" with a glass full of authentic flavor.
Hello, my friend!
