Cynar is a artichoke -based liqueur created in 1948 by the Venetian entrepreneur Angelo from the springs and initially produced by the G.B. Pieces of Padua. The liqueur is based on the essence of artichoke leaves and infusion of thirteen herbs and plants, it has a sweet-amaro taste and a dark amber color. It was born as an aperitif and as a digestive - since it contains Cinarina, a substance extracted from the artichoke that promotes digestion.

Generally it is drunk with ice or used as a base for cocktails, mixed with self and a slice of lemon or orange, or is consumed with cola, toned or bitter soda water with lemon. In some areas of Italy it is used to enrich the white wine or as an additional ingredient for the spritz.

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In 1948, the G.B. Pioci di Padova owned by Amedeo, Angelo and Mario Da Gilles - already producers of the VOV - creates an aperitif -diggestive liqueur called Cab1. At the end of 1949, after a long phase of experimentation, the liqueur takes the name of Cynar from the name of one of its components, the Cynara Scarlymus, and in 1952 it was marketed with the label that will make it famous. A DOXA survey counted in 1955 between The most appreciated Italian aperitifs, according to Campari Soda and Bitter Campari; The brothers from the springs decide to move the company's registered office to Milan, despite the production remains in Padua. The progressive expansion of sales from 1957 to 1976 takes place parallel to advertising strengthening, especially thanks to the Carosello transmitted by Rai.

The liqueur became popular with Caroselli in the early sixties of the twentieth century, thanks to the successful series of television advertising movies played first by Ferruccio de Ceresa and then, since 1966, by Ernesto Calindri. In one of the best -known advertising sketches to the general public, an imperturbable Calindri sips a glass of cynar sitting at a table in the middle of a roundabout, in the chaos of city traffic and then recites the slogan that joined the collective imagination: "" Cynar against the worker of modern life "". The partnership between the actor and the brand will last until 1984; Towards the end of the seventies, Carosello changes setting and, from the busy city, passes to a artichoke field. In the nineties there are other testimonials such as the actor Alberto Lionello and the showgirl Natalia Estrada and new musical commercials by Enzo Jannacci.

Since 1995 Cynar has joined the Campari Group.

Since September 2007 Cynar re -proposed the famous slogan of the sixties in an ironic key, thanks to the participation of the Elio group and the tense stories which, as new testimonials, are at the center of a busy road crossing from which they flee thanks to a bottle of Cynar which turns into a spacecraft in the shape of a artichoke. In this spot, when the group drinks Cynar in the middle of the road, the photo of Calindri appears on the page of a newspaper with the well -known slogan.

The major markets are Brazil, Italy and Switzerland.