According to marketing research, a modest but elegant bottle of Barbero Gran Sambuca di Canale can be found in 100 bars, 000 restaurants, 20 supermarkets and 000 specialty stores around the world. Thanks to the unusual taste and excellent quality of the drink, the popularity of the brand is growing every year.
Sambuca “Barbero Gran Sambuca di Canale” is still produced according to the original recipe, created more than 40 years ago. The strength of the drink is 38%. Barbero Gran Sambuca di Canale differs from other varieties of sambuca in its delicate anise-lemon aroma. A barely perceptible lemon sourness is mixed with the traditionally sweet taste of the drink.
Historical reference. In the second half of the XNUMXth century, the Piedmontese village of Canale was a real backwater. A few poor peasant houses lined up along the road that connected the Roero region with the city of Alba – that’s the whole village. One of these houses belonged to the farmer Bartolomeo Barbero. From dawn to dusk, he worked in his vineyard – the only source of livelihood for the Barberos and their eight children.
Signor Bartolomeo’s wine was excellent. However, the farmer quickly realized that selling it to resellers is not as profitable as selling it himself. Around 1880, Barbero began to regularly travel around neighboring villages, selling his wine to local residents.
The wine trade turned out to be such a profitable business that, over time, Signor Bartolomeo was able to acquire land in order to expand the vineyard. And in 1891, a successful entrepreneur founded the Barbero 1891 company. His eldest son, Giorgio, continued his father’s work. The company successfully survived both world wars, remaining in the ownership of the Barbero family.
The finest hour of the company came in the 70s of the XX century, when the leaders decided to expand the range by adding vermouth and liqueurs to ordinary wines. It was then that the “star” products of the company were created: Diesus bitter, Frangelico liqueur and Barbero Gran Sambuca di Canale sambuca.
The advertising campaign of sambuca was held under the slogan: “Piedmontese are coming to you.” The drink instantly gained popularity not only in Italy, but also abroad.
Barbero 1891 became so successful that foreign investors took notice of the firm. The owners found it profitable to conclude a deal with the Irish concern Cantrell & Cochrane Group. Since the 90s of the XX century, Barbero 1891 has become a subsidiary of the concern.
Neither for the Barbero family, nor for the workers of the plant, outwardly, nothing has changed. But in 2003, thunder struck: 100% of Barbero’s shares were acquired by Campari Corporation. The factory in Valpone di Canale was threatened with closure. For a commune with a population of 5000, this meant the loss of 130 jobs.
And then the factory staff went on strike. The Campari management was forced to comply with the demands of the union: to sign an obligation not to close the plant in Valpone di Canal and not to lay off workers. Bruno Barbero, CEO of Barbero 1891, also retained his seat.
In 2015, the plant and most of the Barbero brands (including sambuca) were acquired by the American holding Krause Holdings. One of the conditions of the deal was the observance of the agreement with the union, concluded during the strike in 2003.