Various legends lay claim to the origins of amaretto, including that of an almond-flavoured liqueur being gifted as a love token in the Italian town of Saronno in the 1500s. However, what’s not disputed is the subsequent rooting of the liqueur in Italian history and tradition, becoming one of the classic digestivos.
Domestically, amaretto is typically consumed neat, yet internationally the Amaretto Sour has long been a driving force in the on-trade, currently the 15th bestselling classic cocktail in the Drinks International Cocktail Report 2025. However, as competition from other spirits increases, brands have pivoted to different serves to facilitate growth.
Luxardo is one of Italy’s most traditional liqueurs producers, and export manager Matteo Luxardo believes the category is “undergoing a global revival”, saying: “The global amaretto category is on a steady upward trajectory, with multiple recent reports highlighting sustained growth across usage, formats and markets. While 2024 base size estimates vary, market growth is consistently projected between 4-6% CAGR, reaching USD$3-5bn on most projections by the early 2030s (CGA by NIQ On-Premise Measurement).”
Luxardo also states this upward trajectory is driven by “the resurgence of classic and modernised cocktail serves”, including the Amaretto Sour. “It has played a central role in revitalising interest in the liqueur. It has catalysed renewed consumer interest in amaretto, especially among younger drinkers who value bold but balanced flavours.”
Peter Dries, marketing director at Disaronno International UK, says that in key markets such as the UK, Disaronno’s success stems from “continuous investment in the UK’s on-trade, developing bespoke serves with top bars, and providing essential training and assets to boost their rate-of-sale in venues”. He adds: “While the Disaronno Sour remains a fan favourite, we see huge potential in the Spritz. Half of Spritz consumption occurs during sociable get-togethers, with the category also over-indexing for regular, everyday occasions.”
French liqueur brand Joseph Cartron has also found success through the Amaretto Sour. “Amaretto is becoming more understood, while liqueurs in general are being enjoyed due to their fresher use of ingredients and balanced approach to sugar,” says Dave Marsland, brand development specialist in the UK for Spiribam, owner of Cartron amaretto. “Cartron amaretto is performing well as we’ve taken advantage of respected serves such as the Amaretto Sour alongside an approach towards working with chefs on desserts and after-dinner experiences. The future is strong as this traditional liqueur has stated itself as a must for every bar and retailer no matter the concept. With a rise in creativity for the on-trade and strong sales through retail, amaretto shows to us no sign of slowing.”
Alexandre Robin, brand ambassador for Giffard, which has its own amaretto, adds: “I see a lot of smaller brands appearing these days in different portfolios. It’s doing fairly well on our side. The Amaretto Sour is definitely a staple from the industry and from consumers, everyone knows what it is and how they want it.”
NEW PERSPECTIVES
There is currently no geographical indication for amaretto, meaning it can legally be made in other countries and still be labelled as such. However, until fairly recently it was only traditional producers in Europe making amaretto until a New World movement developed – much like in the wine and whisky industries.
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In Melbourne, Australia-based White Possum produces an amaretto using Australian-grown bitter almonds – a by-product of the apricot industry – which are then cooked and infused in spirit for weeks before adding wild strawberry gum leaves from New South Wales.
“For a category that’s been somewhat frozen in time, there’s a surprising thirst for reinvention,” says Paul Peng, head distiller at White Possum. “Drinkers are increasingly looking for authenticity, bold flavours and local provenance, all of which are baked into our approach. We’ve continued to experiment with different varieties of kernels to reduce seasonal variations in flavour. We are also continuously optimising our filtering process to retain 100% of flavour and depth while bottling as clear a liquid as possible.
“For us, amaretto is a labour of love. Each batch takes anywhere up to four months to make – part of it is infused, part of it is distilled, part of it is made through boiling in water. Crucially, there’s also time needed to let all the flavours fuse once they come together, before bottling. We think the amaretto renaissance is quietly brewing. We see it heading the way of other once-overlooked liqueurs: reimagined, recontextualised and respected for its versatility. The days of the dusty amaretto bottle at the back of the cabinet are numbered,” adds Peng.
White Possum offers an aged expression alongside its regular amaretto. “We thought ‘what happens if you take something already lush and complex, and let it mingle with toasted oak for a year or two?’,” adds Peng. “The result was richer, deeper and just that little bit more mysterious – think chocolatey undertones, whispers of tobacco leaf and a longer finish. It’s our cheeky way of exploring the darker side of amaretto.”
In Sydney, Jervis Bay Distilling offers an Amaretto Spritz canned cocktail alongside its regular expression. “While amaretto has a loyal following, we’re seeing growing curiosity from consumers who are looking for premium, locally made alternatives and new ways to enjoy classic liqueurs,” says Lilly Bartlett, co-founder and sales & marketing director of Jervis Bay Distilling. “Traditionally, amaretto was seen as a neat or after-dinner drink, but we know today’s consumers are loving their amaretto in Spritzes, sour-style cocktails, and even Espresso Martinis.
“Here at JBD, we definitely feel amaretto is poised for a resurgence. Domestically, we feel there is a renewed appreciation for classic liqueurs with a twist. Products that honour tradition but add an authentic Australian touch. Australian consumers love to enjoy European classics, but also love to support local. This, combined with the growing love of aperitivo culture, presents a real opportunity for amaretto to make a comeback.”
While Australia is an obvious extension to the amaretto market given the almond-friendly climate, there are also brands popping up in the US and other developed spirits markets with plenty of sun. Hopefully, much like the New World wine movement, these young brands will help generate innovation and a fresh take on a traditional, arguably stagnant category.
