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A FAMILY
AFFAIR SINCE1820

The story of Rosso Antico is closely linked to the history of the Buton family of distillers, the official purveyors of the Imperial Household in the court of Napoleon I. The year 1820 was a vitally important one. It is the year in which the family heir, Jean Buton, moved to Bologna where he founded the first Italian steam distillery, J. Buton & Co. So important is this year to the legacy of Rosso Antico that today the elegant glass bottle remains embossed with “1820.”

PRINCE
OF APERITIFS
SINCE1962

PRINCE
OF APERITIFS
SINCE1962

In 1962, the legacy of the J. Buton Distillery gave rise to the creation of Rosso Antico, a wine-based aperitif with a distinct flavor and iconic bottle.

At the time, the economic boom was in full swing, and any excuse to propose a toast was a good one: Rosso Antico, famously “drunk in a goblet”, neat with a slice of orange peel, became such a quintessential classic of the age that it earned itself the nickname “Prince of Aperitifs.”

Today the original “Prince of Aperitifs” is back, presented just as in 1820 in the original, legendary bottle with its unmistakable and alluring shape.

THE COMEBACK OF AN ICON

Ever since the 1960s, Rosso Antico was associated with great advertising – productions made for the TV program “Carosello,” along with posters and ads in the press, all helped bolster the legend of the “Prince of Aperitifs.”

The slogan “To be drunk in a goblet” became so famous that the product even became a household name abroad.

This is why Rosso Antico is now returning to its roots. And this is why we are again recommending that it be drunk in a goblet: a simple way of reliving the charm of its glorious past.