The range of amari or bitters in Italy is extensive. Certainly before I came to this country I had not heard of many and I wonder how many outside of Italy are aware of these somewhat different tipples, such as Cynar.
Indeed, how many know of Cynar? Not that many I imagine, and even fewer may know that it is produced by that most famous of Italian drink producers – Campari.
This after-dinner drink or ‘digestivo’, the name to which a number of mildly alcoholic drinks are referred to here in Italy, is made with a vegetable which is often to be found on Italian plates.
Those curious to know about this week’s Friday Food and Wine Feature might like to read on.
Cynar – Artichoke Based Bitter
Cynar Today
If you have not already guessed from the image above, Cynar is based on artichoke. The question you may be asking is: ‘Can you actually taste the artichoke?’, and in all honesty I have to reply that I don’t really think so. This is perhaps because this bitter also contains some 13 other herbs and plants, although just what this unlucky combination of other ingredients is must remain a mystery. It’s probably a trade secret or something like that anyway.
However do not let the absence of artichoke taste put you off, as it is not at all bad. The taste is pleasant if a little on the sweet side for something calling itself a bitter. For those who are not keen on cognac it could be an alternative, and it’s not really that strong at 33 proof. Still, it is strong enough to cause drivers problems if they go over the top and over indulge.
Versatile
In Italy Cynar can be drunk with ice as an aperitif, or as a form of cocktail diluted with particularly fizzy water (‘seltz’ in Italian) and embellished with a slice of lemon or orange. Coke, bitter lemon and tonic water may also be added. Apparently in some areas of Italy a dash of Cynar is added to white wine, which maybe something worth trying.
Oh, and I do have a bottle of Cynar in the house at the moment, and you can blame this blog for that! I shall continue to purchase some of the more interesting looking Italian drinks and write a few words about them from time to time.
Try it – You Might Like it!
As with most of these curious looking beverages, you really need to try them to see whether they appeal, and then there is the curiosity factor. I’m sure bringing out a bottle of this after a meal will spark conversation, and may even lead to one or two converts.
As I mentioned at the start, I had never heard of Cynar before I came to Italy, and I certainly do not remember seeing it on supermarket shelves or in off licences. Now, however, Bizrate.co.u sells this drink online in the UK, and I’m sure it can be found in other countries too.
Article continues after the advertisement
A Vintage Cynar Ad
Actually, you can read a little more about Cynar in this blog post entitled: Cynar: The Intoxicologist Is In blog, This post, aside from giving a few ideas as to creating cocktails with Cynar, indicates that this bitter sweet drink can be located in the USA too.
As a matter of interest, Cynar has been around in Italy for a long time and was first advertised on the TV here back in the 60s, and was promoted in 2007 by Italian group Elio e le storie tese, who have been mentioned on Blog from Italy before. Here, for example.
Canadian Competitor!
Oddly enough, outside of la Bel Paese there is a Canadian company which uses the name Cynar to sell very Italian looking aperitif style drinks. The company, which goes by the name of Cynar Drinks Ltd, is located in Ontario, but does not appear to have anything to do with the Italian Cynar’s mother-brand – Campari.
Perhaps someone can tell my what the Canadian Cynar is like!
Tell Me What You Think
I would also like to know if anyone else has tried the Italian Cynar and to hear what they made of it. And if they can taste the artichoke!
Oh and if you need to entertain Italian guests, then having a bottle of this on hand may create favourable impression! It’d make an original item to add to your Christmas gifts list too, especially if you like the idea of giving someone something that is a little bit ‘alternative’.
About Alex Roe
Italy Chronicles Feed
Thank you so much for looking up my “curiously named” blog and linking it! I am equally as curious about Cynar as I’ve never actually tasted it, only heard great things about it. Please come back to visit my blog anytime. If you have recipes to share, I’d love to hear about them. – Cheri
Hi Cheri,
You are welcome to the link! You have lots of very drinkable stuff on your site. I, for one, will be back.
As for tasting Cynar, I think you might find it in a genuine Italian restaurant or, possibly, and Italian run deli.
In Italy Cynar costs around 8 Euros, which is around 10 US dollars.
Ask around, you may find it!
Happy hunting and thanks for dropping in.
Best,
Alex
Some readers might be interested to know that the name Cynar comes from ‘Cynara scolymus’, the Latin for artichoke.
As to what I think of Cynar, like most Italians I am familiar with it, but I am afraid I have no idea what it tastes like and I doubt I ever will! When the ‘Elio’ ad came out, I remember wondering what market segment they were trying to target – I cannot imagine it becoming very popular with anyone under 40-45.
Thanks Licia – I saw the Latin name, but did not make the connection!
I think perhaps you are right though – these digestivi seem to be more of an older man’s drink. Perhaps if they got Valentino Rossi drinking it, Cynar would become more appealing to younger people.
What do you drink as matter of interest?
Regards,
Alex
@ Alex, I am afraid I don’t drink so I cannot really contribute to the discussion… anyway, I cannot think of anyone in my family or friends who drinks any “amari” or “digestivi” (age group: 35-45).
Today I asked a few colleagues under 30 if they were familiar with the original Cynar ad reprised by Elio etc., and they were not, nor did they realize that “contro il logorio della vita moderna” was the original slogan, which makes the aim of the new ad even more puzzling to me.
Hi Licia,
Thanks for sounding out your friends! This begs the question: Who, aside from me(!), actually drinks “amari” or “digestivi”?
Maybe they are more widely appreciated down south?
“contro il logorio della vita moderna” – Against the stress of modern life, is a literalish translation, although something like ‘Cynar Helps take the stress out of modern life’ might be more punchy!
Elio and his band do have something of a cult following in Italy, but I don’t know if the cult is large enough to promote sales. Perhaps they should have got someone like Fiorello or Tiziano Ferro to have promoted the drink. I don’t know. And from what you are saying the campaign did little to raise awareness of the Cynar brand!
I’m now curious to know which ad agency was behind the Elio/Cynar ad!
Best,
Alex
“contro il logorio della vita moderna” or how about:
Cynar the solution to stress or perhaps:
“La vita é meglio dopo un sorso di Cynar”!
Etc, etc
Alex
I think “logorio” implied that modern life could literally “wear you out”. I doubt these days anyone would come up with such a word, but maybe back then “stress” was not such a recognizable term as it is now (according to the Sabatini Coletti dictionary, “stress” was first documented in Italian in 1955, and apparently the first Cynar ad came out only a decade later). Anyway, “il logorio della vita moderna” quickly caught on and I suspect any Italian over 35 can still associate it with Cynar.
Incidentally… I wonder, is there anyone out there who ever got worse for wear by drinking Cynar
Thanks for the “logorio” info Licia – I had checked and found that amongst the various meanings of this word – which I did not know – ‘stress’ was listed, and seemed to be the best in the context. I’ll listen out for people using logorio now!
As to whether anyone has managed to get himself (I’ll assume not many women drink Cynar! – but stand to be corrected)tipsy on this stuff – I have no idea. Anyway, with the possible exception of Italians from the more mountainous regions, people in Italy do not tend to go for the ‘drink ’til I’m drunk’ thing as much as many Brits, for example.
However I’m sure if you put your mind to it good old Cynar could push you towards a serious state of inebriation. It is, after all, stronger than wine.
As for me, I’ve no intention to go that far, even if it is not too bad. Got my liquorice liqueur to try now anyway!;-)
Cyonara!
Alex