My brother is a certified cocktail connoisseur. He always finds the best spots in any town for the best drinks. It’s no surprise he found one of the spots in Milan, Italy.

One of Milan’s best kept secrets (that isn’t even a secret) is that you can go on a visit the Fernet-Branca distillery in the city center!

Looking for more hidden gems in Milan? Be sure to check out my post of My Favorite Hidden Gems in Milan.

We wait in the lobby until an elderly man with a white beard, an impeccable suit, and a mischievous smile greets us. I feel like we’re meeting Willie Wonka and about to enter the chocolate factory, except this time we are meeting Marco and entering a liquor distillery.

Marco is living my dream life. He

Entering the Museum

Marco is a jovial story-teller. Even though I am only understanding 65% of the explanation (we could only join an Italian tour when my brother was in town), I am fully engaged. Between pauses I quickly try and translate to my brother.

Thankfully, even if everything is lost in translation, the museum is set-up extremely well.

In the first room we receive an explanation on the family background and an overview of what exactly Fernet is and what additional alcohol is part of the family tree.

A Step Back in Time

Fernet-Branca was founded in 1845, so there is a long-standing history of the company. Marco walks us further through the history and explains how Fernet owes much of its success to creative marketing. You’ll see more on this later.

The Secret Recipe

Did you know that anyone who comes on a Fernet-Branca tour get insider access into the secret ingredients to make Fernet!

Ok, just kidding. There are no secret ingredients. Spread out in front of us we can view a display showcasing the 27 herbs, spices, and roots that go into making the drink.

Marco explains that back in the day they used to be prescribed as medical aids. Stomach problems? Have some fernet. Feeling depressed? Shots of fernet!

Today you won’t have a doctor write you a prescription that says “Pick up a couple bottles of Fernet at the supermarket,” but you will find many people that still swear by its health benefits, particularly as a digestive.

Take some time to pick them up and smell them – this is an interactive portion! Incredibly, all 27 of these herbs and spices go into the making of Fernet-Branca. So, what is secretive about this? The amounts. The quantity of each of the herbs and spices used is top secret.

Advertising Galore

You have to hand it to Fernet. They were crushing it in the advertising game from the start of time. Their first advertisement was in the late 1800s! You can see that most of their advertisements are in the Art Deco style.

The alligator (shown below) and the eagle circling the globe are their two most memorable images. As Fernet has grown a bit of a cult following in the mixology world, it is becoming a trend to get Fernet tattoos! If you see the alligator below

Trophy Room

Marco leads us to the final portion of the tour where we get to see some special bottles of the Fernet-Branca. Before leaving, we get a lecture about copy-cats. Remember when I told you the recipe (at least the quantities) are top secret? There are plenty of people out there trying to replicate the iconic Fernet-Branca taste.

Inside a cabinet in the room, there are at least dozens of bottles to view through its glass doors. Proudly on display, the museum pays tribute to those who try – and fail – to replicate greatness.

The Tasting Room

We enter the tasting room and Marco explains this room is used for bartender trainings and courses. Here, they learn how to concoct the perfect Fernet cocktails.

Now comes the best part of the Fernet-Branca tour: the tasting. Marco starts to pour shots of Fernet for the group to try. I am struggling to remember if I’ve even tried Fernet before. I tell myself, “Either way, you’re about to find out now” and pour the shot back.

WOOO. That’ll definitely put hairs on your chest. It’s delicious, but strong!

Next to the bar Marco explains that 75% of the global Fernet consumption actually comes out of Argentina. They aren’t taking shots of Fernet though. Instead, they mix it with Coca-Cola.

In fact, the due to the consumption amounts, Fernet-Branca decided to open their only other distillery outside of Italy in Argentina.

The Cellar

The Fernet-Branca tour concludes in the cellar where we see the enormous barrel that the Fernet is aged in.

Book Your Tour

To book your own Fernet-Branca tour, head to their website here to review the time slots. Note that most tours are in Italian; I think only one or two tours a month take place in English. You can always call or email to get more information about English tours.

Even if an English tour is not a possibility, I still advise going! The memorabilia (and tasting experience) are absolutely worthwhile.

Before we can leave Marco rushes to chat with me and my brother. He asks how we know about the tour and I explain my brother found out about it! He is ecstatic that two American siblings are taking the tour.

He tells us to wait momentarily in the lobby. I stand translating the recap of Marco’s enthusiasm for my brother while we wait. Marco rushes back in and gleefully hands us two Fernet-Branca pins. We thank him and again and head off, smiling.

I hope you enjoy visiting the Fernet-Branca Distillery in Milan. Say Ciao to Marco for me. 🙂

Looking for more Milan, Italy travel guides:

• The Best Bars in Milan, Italy
• Where to Drink Campari like a Local in Milan, Italy
• How to Visit The Last Supper in Milan, Italy

Before you go, sign up for my newsletter to ensure you are the first to receive all of my Italy-themed content.