Meet The Sixth-Generation Family Behind Italy's Beloved Bitter Spirit

Forbes Business

by Chloe Sorvino, Forbes Staff

February 15, 2026

AI-Generated Deep Dive Summary

The Branca family, known for their iconic digestif Fernet-Branca, has been crafting the beloved Italian spirit for an impressive 180 years. Based in Milan and now generating $500 million annually, this billionaire business is not only a cornerstone of Italy's liqueur industry but also a prime example of legacy and innovation. As they prepare to pass the torch to the seventh generation, the Brancas continue to evolve their brand while staying true to its rich heritage. The family's longevity can be attributed to their strategic approach to marketing and global expansion. Fernet-Branca, with its unique bitter yet refreshing taste, has gained a loyal following worldwide. The company has skillfully balanced tradition with modernization, ensuring the brand remains relevant in today’s competitive market. Their commitment to quality and innovation has allowed them to adapt to changing consumer preferences while maintaining their signature flavor profile. For business enthusiasts, the Branca family's story offers valuable insights into leadership transition, brand loyalty, and the importance of cultural heritage in building a lasting enterprise. Their ability to thrive for nearly two centuries underscores the power of resilience, adaptability, and a deep-rooted connection to one’s roots. As they continue to plan for the future, Fernet-Branca remains a testament to the enduring success of family-run businesses in the global market.

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Originally published on Forbes Business on 2/15/2026