Fratelli Branca Distillerie chooses Spencer & Lewis for PR and Media Relations activities in Italy
The independent communications group will support the historic Italian spirits excellence in managing media relations, bridging corporate communications and brand portfolio initiatives
Fratelli Branca Distillerie, a historic Italian company and one of the leading international players in the spirits sector, has chosen Spencer & Lewis to manage its corporate and product PR and Media Relations activities in the Italian market. The assignment, awarded following a competitive pitch, will see the independent communications group—a member of UNA – Aziende della Comunicazione Unite—support the company in its media relations, helping to enhance its historic heritage and key brand portfolio initiatives, through an approach that integrates corporate positioning and product storytelling.
Founded in Milan in 1845, Fratelli Branca Distillerie has represented a symbol of Made in Italy worldwide for over 180 years. Guided by the motto “Novare Serbando”—which embodies the ability to innovate while preserving its identity—the company currently distributes across approximately 160 countries a portfolio featuring historic brands such as Fernet-Branca, Brancamenta, Carpano, Antica Formula, Punt e Mes, Caffè Borghetti, Stravecchio Branca, and Grappa Candolini.
The strategy developed by Spencer & Lewis will unfold along two complementary tracks. On the corporate front, the agency will support communications surrounding key initiatives and themes tied to corporate identity, from the family business model and heritage to sustainability, governance, and innovation. The storytelling will also feature locations deeply tied to Branca’s history and presence in Milan, such as the historic production plant, the Museo Branca in via Resegone, and Torre Branca.
In parallel, Spencer & Lewis will oversee Media Relations to support major initiatives across the brand portfolio, guiding their narrative through experiences and touchpoints designed to engage diverse media outlets and audiences. Planned activities include celebrations for Carpano’s 240th anniversary, with dedicated press management at Roma Bar Show, on-the-ground activations such as the Fernet & Cola Tour and Brancamenta BRRR Tour, a presence at Kalemana Festival and events dedicated to the bartender community, as well as product seeding campaigns for the holiday season.
“The PR and Media Relations strategy we designed for Fratelli Branca Distillerie aims to translate nearly two centuries of heritage into a forward-looking asset capable of generating authentic cultural relevance. It is not simply about securing media coverage, but about building a coherent narrative ecosystem,” – stated Angela Pietronigro, Deputy Head of Strategy & Operations at Spencer & Lewis. “Our role is to connect the solid foundation of an independent business model with evolving consumer habits, from mixology to emerging social moments. We will leverage corporate communications to amplify brand positioning, making the Group’s identity the key to decoding the market and leading its evolution.”
The addition of Fratelli Branca Distillerie further strengthens Spencer & Lewis’s expertise in strategic advisory for major corporations and iconic Made in Italy brands, while reinforcing its footprint in the Food & Beverage and Spirits sectors. The mandate showcases the agency’s ability to combine corporate communications and product storytelling, creating narratives that engage business, marketing and communications, lifestyle, and industry-vertical media alike.
