Amaro braulio opens up its restyled cellars in the heart of Bormio, where time slows down and magic happens.

Bormio, 12 July 2023 - Born in Bormio at the heart of the Stelvio National Park in 1875, Braulio is an exceptional blend of herbs, roots, and berries, made from 100% natural ingredients. With its distinctive taste, this premium amaro has been representing family Alpine tradition and passion in craftsmanship that have been passed down from generation to generation for almost 150 years, creating a story that has never stopped being told.

Following the recent restyling of the brand, aimed to share its magical history through a prism of modernity, Braulio started a journey bringing to the forefront provenance, craftsmanship, and aging, reinforcing the emotional bond with its consumers. A new narrative approach represents a true invitation to people to slow down and be appreciative of all the things surrounding them, gradually revealing their beautiful complexity.

It’s now time for Braulio’s journey to take the next step: family Alpine tradition and passion in craftsmanship, enclosed in the historic and evocative cellars dating back to the 19th and 20th centuries, will now be hosted in a mix of means that immerses guests in an authentic experience discovering a brand with a great history yet an evolving present and a visionary future: Casa Braulio.

Casa Braulio is located in the center of Bormio, right below the principal street of the city, Via Roma. When the Peloni family started the business, the cellars occupied only a few meters below their house. Later on, during the 70s, when Braulio surpassed the walls of the pharmacy, the cellars were expanded too, to contain more liquid. In 2017, the productive plant was restored and enlarged again, adding an additional 1600 square meters of underground cellars and 319 barrels, ending up in an enchanting labyrinth.

Visiting the cellars, guests will discover the unexpected world beneath Bormio, the beating heart of the alpine gem created by the Peloni family, which today still oversees and guarantees the richness and authenticity of the refined Braulio liquid.

The Cellars of Casa Braulio, keepers of the Alpine alchemy

Casa Braulio is more than just an aging cellar for Braulio, it is the living heart where the amaro and its history were born. Moreover, it’s where the story for the love of the liquid and the territory is still being told in a passionate way, to convey all the devotion that the Peloni Family pours into Braulio’s creation day by day, lasting for almost 150 years. This is the first and most important aim of the cellar restyling, conveying the unique story of an exceptional liquid, strictly linked to the product and the territory of its birth. It’s a space that releases all the passion of the Peloni family, year after year, a path that has been renewed in design but remains true to its historical structure, reflecting the authentic soul of Braulio: an aged amaro deeply rooted in its origins but now ready to expand its horizons outside the boundaries of its hometown. In Casa Braulio,

visitors can immerse themselves in the world of the brand, take in the spirit of the mountain, breathe the aromas of its nature, and engage in a meaningful sipping experience.

As a matter of fact, Casa Braulio is a path of discovery where the merge between historical spaces and interactive technologies come to life guiding visitors on an immersive journey where time slows down and those unforgettable moments can be enjoyed to the fullest. Thanks to installations, visitors are given the chance to experience the magical, authentic world of Braulio. The combination of the Old Cellars dating back to the nineteenth and twentieth centuries with the Modern and Contemporary Cellars is the perfect blend of long-standing tradition and a sense of renewal. The new sensorial experience will be enriched by an installation in the infusion room, designed to spotlight one of Braulio’s ingredients: water from the heart of the alps. This carefully crafted experience is accompanied by an herb lab, a place rich with magic and wonder, exploring the fascinating figure of the blender and the secrets of the four main herbs in Braulio’s recipe: gentian, juniper, yarrow, and wormwood. The tour concludes with a tasting where visitors can take time and enjoy the unmistakable alpine flavor inside the shop, completely renovated with the goal of not only enjoying Braulio’s complex, multi-layered taste but also the high-quality products of the local area.

“Legendary and mysterious. Braulio is all this for us. An amaro with a unique history, rooted in our territory, history and culture. The authentic essence of our nature: simple and sincere, but with an aura of mystery, shielding our recipe since 1875. Our cellars are now a triumph of warm woods, herbal scents, comfortable, iconic of Italy’s Alpine bitter”, Edoardo Peloni, Braulio’s Master Distiller, says.

With Casa Braulio, we inaugurate a path of support and enhancement of local heritage by celebrating craftsmanship in a place surrounded by wild and pristine nature, where time and space seem to stop. That’s why Braulio, through the restoration of the Capanna Dosdè, a historic building located 2.824 meters in Val Viola, will be committed to offering exclusive and authentic experiences to all mountain lovers passionate. Capanna Dosdè is an ode to the territory of Braulio’s origin and a gift to local communities, to nurture the deep sense of pride of Valtellina people by promoting mountain excellence and sharing the deep-rooted mountain philosophy of slowing down.

Both in Casa Braulio and Capanna Dosdè, Braulio will offer new superior sipping experiences characterized by artisanal heritage, long family legacy, unique aging process and unmistakable alpine flavor, providing people with archetypal and unique mountain spaces where time slows down and people can savor every moment to the fullest.

"Casa Braulio is a further confirmation of our aim to continue investing in Braulio and let this Italian aged amaro become the Alpine region ambassador, not only for Italians but for everyone who comes to Italy. It’s a tangible symbol of our deep connection to Bormio and Valtellina, representing the authentic alpine spirit, and a symbol that will proudly be celebrated with other important initiatives for the local community in the next few months. Maintaining and strengthening the link with the territory, fully respecting the product and its authenticity, is essential for the discovery and recognition of Braulio”, Ludovica Riciputi, Global Marketing Manager Amari, comments.