Historical Trademarks of Made in Italy: Lucano 1894
Lucano 1894, storico marchio dell’arte liquoristica italiana e Socio Fondatore dell’Associazione Marchi Storici d’Italia, celebrato dal magazine We the Italians.
17 November, 2025
 / 
massi
 / 
Lucano 1894
, 
we the italians

Historical Trademarks of Made in Italy: Lucano 1894

The November column in We the Italians magazine dedicated to Historical Trademarks celebrates Lucano 1894, a Founding Member of the Association of Italian Historical Trademarks and an excellence of Italian liquor art, a symbol of entrepreneurial creativity born in the heart of Basilicata.

Founded in Pisticci, in the province of Matera, at the end of the 19th century, Lucano 1894 was born from the intuition of young Pasquale Vena, who was able to transform a liqueur linked to local tradition into a brand destined to conquer the country.Amaro Lucano ‘s success was immediate, so much so that it became an official supplier to the House of Savoy. After a forced hiatus during World War II, the company resumed its evolutionary path, transforming itself from an artisanal laboratory to a business recognized throughout Italy.

Lucano 1894 was also among the pioneers of advertising communication: unforgettable the claim “What more do you want from life? A Lucano,” which is now registered as the company’s own trademark and has become part of the Italian collective imagination. Today its history is enhanced through cultural projects such as the Essenza Lucano museum, where artists and designers reinterpret the brand’s heritage with a contemporary language that can speak to new generations.

Lucano 1894, a historic brand of Italian liquor art and Founding Member of the Association of Italian Historical Trademarks, celebrated by We the Italians magazine.
The November column of We the Italians devotes an in-depth look at Lucano 1894, Lucanian excellence and the iconic brand of Italian liquor art since 1894.

Alongside tradition, innovation has become a strategic lever: from the renewal of the brand identity to the creation of new products, from partnerships with Italian excellences to the focus on the responsible supply chain. Lucano 1894 continues to evolve without losing authenticity, with strong ties to Basilicata and local communities.

Lucano 1894, a historic brand of Italian liquor art and Founding Member of the Association of Italian Historical Trademarks, celebrated by We the Italians magazine.

Led by the fourth generation of the Vena family Francesco, Leonardo and Letizia together with experienced managers and consultants, the company is now a leading player in international markets: Amaro Lucano is present in more than 30 countries, an ambassador of Made in Italy values and lifestyle.

A Historical Trademarks that cherishes over 130 years of tradition but continues to renew itself, pursuing sustainability, innovation and an authentic relationship with consumers.

Don’t miss the next appointment with a new protagonist of Italian Historical Trademarks.

Read the article in We the Italians