In Pisticci, near Matera, Amaro Lucano of the Vena family has been Basilicata’s quintessential amaro since 1894. Transformed into a pop icon with the claim “What more could you want from life?”, it now offers an emotional journey through its incredible history thanks to the new interactive museum, complete with a cocktail bar.

In 2019, the “Essenza Lucano” museum was inaugurated inside the historic Amaro Lucano factory in Pisticci: a multisensory space that tells the story of this liqueur, one of the most beautiful company museums in Italy and an essential stop for anyone visiting Matera.

After gaining experience in Naples, the young Pasquale Vena returned to Pisticci and opened the “Cafè Vena” in 1894. It quickly became the most beloved café in the city and province thanks to the quality of its products and fine liqueurs.

Grandfather was a pastry chef with a passion for herbalism: he tried and tested different herbal blends in search of the perfect liqueur. (Vena family)

Pasquale, a perfect alchemist, had a great passion for herbs and spices and, after several attempts, finally found the ideal blend for what would become his “Amaro Lucano,” the fruit of a secret recipe that is still passed down from generation to generation.

The great success of Amaro Lucano’s flavor led it beyond the borders of Pisticci and Lucania, becoming appreciated and known throughout Italy, even reaching the palates of the Royal House of Savoy, for which the Vena family became an official supplier.

Production halted during World War II due to a lack of raw materials, but then resumed growth in the 1950s, thanks to the work and dedication of Leonardo and Giuseppe Vena, the founder’s sons, who drove around in a small van selling Amaro Lucano and other Vena products and never returned until they had sold everything.

This is why a blue van, as an homage to this story, welcomes visitors to the “Essenza Lucano” Museum, where production was moved in 1965 to expand its operations.

The Museum is an immersive journey into the world of Amaro Lucano through five different thematic areas (Lucania, Lucano, Amaro, History, and Pacchiana, the woman in traditional dress who has distinguished the label since its inception, and whose story you will finally discover during the visit). These sections retrace the company’s epic history, taking visitors on an unforgettable multisensory experience.

One of the most engaging sections recounts the brand’s development through its most iconic campaigns, a veritable journey through the history of Italian advertising, culminating in the 1980s with the slogan that made it immortal and that still represents Amaro Lucano to the world today: “What more could you want from life? A Lucano!”.

A visit to the Museum cannot fail to end at the cocktail bar, where you can choose to sample one of the many amari, including limited-edition versions like Lucano Essenza Riserva, or a drink made with Amaro Lucano while sitting at one of the tables inside or in the large garden where the 30 herbs used to make it are grown.

The Museum also has a shop selling limited-edition items, including beautiful T-shirts and sweatshirts with the brand’s slogan and many traditional products, such as Matera “sassi” (stones) flavored with Amaro Lucano.

For those who want to shop, you can also visit La Bottega, the first Amaro Lucano flagship store, located in the charming center of Matera.

Today, Pasquale, the founder’s grandson, together with his wife Rosistella and their children Leonardo, Francesco, and Letizia, the fourth generation of the Vena family, runs the company and is the custodian of the secret recipe of the Amaro, of which he is, to this day, the only connoisseur.

The Secret

The legendary claim “What more could you want from life?” was created in 1991 by Emilio Haimann of the Milanese agency Hi! This and other stories are told in the book “What more could you want from life? Amaro Lucano: the story of an Italy with a glass half full,” which can also be purchased online.

La Bottega in Matera

Useful Info

Amaro Lucano
Viale Cav. Pasquale Vena 5
75015 Pisticci Scalo, Matera
Tel. +39 0835 469207