|
So began the production of alcoholic and non-alcoholic
syrups, first and foremost mint and grenadine. During the same period, Fabbri's most famous product made its debut; Amarena,
inspired by a recipe for "marena con frutto" (fruit marena), by Gennao's wife Rachele. The amarena jar with
its unmistakable blue and white decorations was also created at this time. Gennaro commissioned the jar from Gatti, the ceramic
artist based in Faenza, as an affectionate gift for his wife to thank her for inventing this new product. It immediately became
a feature on bar counters the length and breadth of Italy. At that time, noone could have foreseen that the jar would lead
to Fabbri becoming a household name all over the world. During
these years, the second generation made its appearance. Romeo and Aldo played an active part in developing the business helping
their father to create a marketing strategy that was revolutionary at that time. Aldo and Romeo travelled around Italy, advertising
the Fabbri brand in two legendary cars, the Isotta Fraschini, "car of the stars", and the Itala, driven in the famous
Paris-Peking rally of 1907. Business really began to take off... The
1930's marked the arrival of cherry liqueur which was an instant success. Production continued
to expand, especially the jams which were to become all-important products during the war years. The company was taken over
entirely by Gennaro's sons in 1933 and its name changed to Ditta G. Fabbri di Aldo e Romeo Fabbri. Just before his death,
Gennaro acquired the Bar Centrale, which his sons turned into a sophisticated place where people could sample and buy all
of Fabbri's products. The first of its kind, the bar stayed open 24 hrs a day, becoming a popular meeting place for the
city's youth and high society.
|
