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Meet the maker: Giuseppe Gallo

13 October 2022 By Douglas Blyde

The founder of ITALICUS talks to Douglas Blyde about his journey to success, forthcoming cocktail book, and love for sports, politics and history…

Where are you from?
A little village off the Amalfi Coast.

Which is your favourite bar there?
“Cinquanta Spirito Italiano”, the motto of which is “let yourself go” which has a 1950s-inspired vibe, and “l’Antiquario” in Naples, which is a speakeasy-style jazz bar. Both are run by good friends. With their international approach, they have changed the region’s cocktail culture for the better.

What did you do before the ITALICUS project?
I was the international brand ambassador for Martini & Rossi, being awarded Best International Brand Ambassador at Tales of the Cocktail’s Spirited Awards 2014 while in this role. Shortly before launching ITALICUS I launched “ItalSpirits” in 2015, a beverage consultancy specialising in innovative marketing, events, and brand activation for modern Italian food and drink brands. In 2019 I started the Roma Bar Show and in September 2021 I introduced a new brand, SAVOIA Americano Vino Aperitivo.

What is SAVOIA Americano?
A Vino Aperitivo with an amaro-dolce profile. It was inspired by the story of Italy itself. SAVOIA is the first Americano of its kind to use fortified Marsala DOC Wine, aged 14 months in casks. It is 100% natural and certified vegan and is a perfect bitter vermouth to reinvent classic cocktails such as the Negroni, Manhattan or Garibaldi. The name SAVOIA comes from the Royal House of Italy whose kingdom, the Duchy of Savoy, centred around the capital of Piedmont, Torino, which became the first capital of Italy in 1861.

From where did you get the inspiration for the recipe of ITALICUS?
ITALICUS was inspired by an ancient recipe, “l Rosolio di Torino” found in a book which dates back to the 1800s called “Il Liquorista Pratico” by Luigi Sala, as well as my experience of my own family’s recipe for a bergamotto cordial which goes back generations.

What is a “Rosolio”?
A traditional Italian liqueur, originally drunk as an aperitivo by Italian royalty in the Renaissance era. The word rosolio derives from the Latin “ros – olis” meaning “morning dew” referring to the time of the day when herbs and botanicals were traditionally harvested to make liquors. ITALICUS is a modern interpretation of rosolio, crafted with Bergamotto, bringing the key citrus and aromatic note.

From where do you source the signature bergamot?
Our bergamotto is an IGP citrus fruit sourced from a UNESCO-protected area in Calabria along the Ionian Coast. Locals refer to it as the “Green Gold from Calabria” due to its importance in the economy of the region – and its rarity.

How long did it take to perfect ITALICUS?
It took over a year to find the balance of flavours as we know it today, working alongside some of the most experienced and knowledgeable bartenders and other drinks professionals in Italy, the UK, and the USA. Since the inception of ITALICUS, bartenders, journalists, bloggers, friends, and colleagues have supported me, and helped us to share the project around the globe. It is impossible to name them all, but for sure, with ITALICUS, we reinvented the way an independent brand is launched and built – via the top members of the on-trade community.

What is the signature serve for ITALICUS?
The ITALICUS Spritz, made with ITALICUS and Prosecco, is an aromatic and citrus combination decorated with green olives for an additional touch of salinity, and to accompany the aperitivo drink with an enjoyable nibble.

Is the recipe in your forthcoming coffee table book, “Art of ITALICUS”, produced in collaboration with Stranger and Stranger?
This recipe, alongside the other signatures like the ITALICUS Margarita, Sgroppino and Cup, is all featured in the book.
Signature ITALICUS Spritz:
1 part ITALICUS Rosolio di Bergamotto
2 parts Prosecco
Method: Serve in a tumbler glass with cubed ice and garnish with three green olives.

How did you select the 50 original cocktail recipes for the book?
We wanted to include all of our signature cocktail recipes, which are simple enough for readers to make at home. They present ways to enjoy ITALICUS to its full potential and cater to different flavour preferences. A driving theme behind this book was to publish all of the Art of ITALICUS Aperitivo Challenge winner recipes from bartenders around the world – from 2018 to 2022. This allows us to celebrate aperitivo cocktails and their interpretations worldwide and also supports our on-trade community.

What territory has been the hardest to crack?
The USA by far, due to the complexity of the three-tier system and complex route to market. The cost to run activities is two or three times more expensive than anywhere else in the world, and the e-commerce channel has specific regulations just for the American territory. But it is still the largest spirits and wine market in the world.

Would you ever sell the ITALICUS brand to the highest bidder?
With ITALICUS, the agenda is not driven by money, but by the legacy we can leave behind. In 2020 we began a global partnership with Pernod Ricard, who invested heavily in ITALICUS, to support growing the brand and the aperitivo category, which is one of the fastest growing categories right now. We believe this is only the beginning of a long journey together!

Tell us something surprising about yourself?
I’m not a big drinker despite having worked in the beverage industry for over 20 years. Most of my colleagues are aware of this, but I am probably the only person that goes back to their room in New Orleans during Tales of the Cocktail. And I love sports, politics and history.

Can ITALICUS change the world for the better?
The category has always been dominated by large players and brands using artificial colours and extracts, but we were the first liquor in the category to stress the natural provenance of our ingredients and supply chain when we launched in 2016. Moreover, we believe in our hospitality industry, and we believe in striving and leading programs to support the sector to constantly innovate and succeed.

To order “Art of ITALICUS” visit: https://italspirits.com/shop/art-of-ITALICUS-book/

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