Vermouth between tradition and modernity – Nicola Olianas about Carpano and Antica Formula

[Advertorial] With Carpano and Antica Formula, Fratelli Branca Distillerie represents one of the world’s most time-honoured vermouth expertise. The brands are deeply rooted in Italian aperitif culture whilst remaining at the forefront of modern bar concepts. Together with Mack & Schühle, the goal for the German market is clear: the products are to be positioned in the right venues, with the appropriate serves and activations.

We spoke to Nicola Olianas, Global Head of Advocacy & Ambassadors at Fratelli Branca Distillerie, about brand management, the strategic importance of the aperitivo, and how to turn a drink into a lasting consumer experience.

Please introduce yourself first!

Nicola Olianas: My name is Nicola Olianas, and I lead Global Advocacy & Ambassadors at Fratelli Branca Distillerie. I like to define my role as a bridge between vision and execution. On one side, I work on defining a clear strategic direction for our brands; on the other, I stay very close to the market, because real understanding only comes from being on the ground.

My job is to ensure that what we say as a company is consistently translated into what happens in bars, restaurants, and retail.

What are your main responsibilities as Global Head of Advocacy & Ambassadors at Fratelli Branca?

Nicola Olianas: I focus on building a system. Advocacy, to me, is not about isolated activities – it’s about creating a repeatable, scalable model that generates results over time. This includes setting clear KPIs, developing talent, and aligning global strategy with local realities. But above all, my responsibility is to ensure that every action contributes to sell-out.

If advocacy doesn’t create business, it remains just communication.

The company embodies the Italian way of life and high-quality vermouth. Which brands make up your range?

Nicola Olianas: Our portfolio is both iconic and diversified. When we speak about vermouth, the Carpano range is central: Carpano Antica Formula as our premium expression, alongside Carpano Rosso, Punt e Mes, Carpano Bianco, Carpano Dry, and Carpano Botanical Bitter.

It’s a complete ecosystem, designed to cover different occasions and consumer profiles, while maintaining a strong Italian identity.

You are also currently placing particular emphasis on the trending topic of the aperitivo. Which brands offer the right products for this and why?

Nicola Olianas: The aperitivo is not something we are chasing – it’s something we are naturally part of. Carpano represents the foundation of this culture. What makes it relevant today is its flexibility: it allows us to speak to different consumers, from classic cocktail drinkers to those discovering vermouth for the first time.

At the same time, aperitivo is evolving. It’s becoming lighter, more frequent, and more social.

Our role is to adapt without losing authenticity.

How do Carpano and Antica manage to turn the aperitivo moment into a special experience? What is required to achieve this?

Nicola Olianas: Consistency. That’s the key. A great aperitivo experience doesn’t happen by chance – it’s built through attention to detail.

From product quality to serve ritual, from staff training to menu placement, everything must be aligned. When a brand is executed correctly every day, in every venue, it creates trust. And trust is what transforms a simple drink into a habit.

Let’s take a closer look at the brands: Carpano embodies the essence of the Italian vermouth tradition and will celebrate its 240th anniversary in 2026. What makes the brand special?

Nicola Olianas: Carpano has something very rare: legitimacy. It doesn’t need to claim a role in the category – it already owns a part of its history.

But what I find most interesting is its ability to remain contemporary. A brand with this heritage could easily become static. Instead, Carpano continues to evolve through how it is used, how it is presented, and how it connects with new generations.

Which products does the range include? What sets them apart?

Nicola Olianas: The strength of the Carpano range lies in its completeness. Each product has a clear function: Carpano Rosso is the benchmark for balance, Punt e Mes adds depth and bitterness, Antica Formula delivers richness and complexity, while Bianco and Dry open the door to fresher, more modern interpretations. Carpano Botanic Bitter expands the aperitivo occasion further.

This allows bartenders and operators to build a full offer around one coherent family.

Which aperitivo creations using the individual products can you recommend?

Nicola Olianas: I always start from simplicity. A well-made serve is often more powerful than a complex one. A classic Americano, a Negroni, or even vermouth over ice with citrus can be incredibly effective if executed properly.

From there, creativity can build – but it should never compromise drinkability.

The best aperitivo drinks are the ones people want to repeat.

Since 1786, Antica Formula has stood for authentic Italian craftsmanship and the tradition of the aperitif. How does the brand differ from others?

Nicola Olianas: Antica Formula is unapologetically rich. It doesn’t try to be easy – it tries to be memorable.

In a market where many products aim for neutrality, Antica stands for character. This makes it a strategic choice, not just an ingredient. It defines the drink rather than adapting to it.

“The Perfect Formula for the Perfect Cocktail” – in which drinks does Antica really come into its own?

Nicola Olianas: Antica Formula performs best where it can lead. In drinks like the Negroni or the Manhattan, it brings structure, depth, and persistence. These are cocktails where the vermouth is not secondary – it’s essential.

When used correctly, Antica doesn’t just complete the drink; it elevates it.

In Germany, you work with Mack & Schühle. Why is the company the perfect partner – particularly for the Carpano and Antica brands?

Nicola Olianas: Because they understand execution. Strategy is important, but without strong implementation, it has no value.

Mack & Schühle has the capability to work both at a distribution level and at a point-of-sale level. This dual approach is fundamental for brands like Carpano and Antica, where success depends on visibility, education, and consistency.

What are your short- and long-term goals for the German market and for the partnership with Mack & Schühle?

Nicola Olianas: In the short term, it’s about precision: being present in the right venues, with the right serves, and the right activation.

In the long term, it’s about habit. The goal is to make our brands part of everyday consumption occasions, not just special moments.

Sustainable growth comes when a brand moves from being chosen… to being expected.

Carpano | Website | Instagram | Facebook

Antica Formula | Website | Instagram | Facebook

++ We’d like to thank Nicola Olianas for the open and very interesting interview! If you have an interesting brand, we should talk. Just send us an email with the subject line “about-drinks Interview” to redaktion@about-drinks.com – we look forward to hearing from you! +++