Bittersweet Boom: Amaro's Ascent in the U.S.

NEW YORK, Sept. 24, 2025 /PRNewswire/ -- Italian Amaro, the bittersweet herbal liqueur traditionally enjoyed as a digestif, is experiencing a renaissance in the United States. It's now a staple in trendy bars and home collections alike, served as an aperitif, digestif or mixed in beloved cocktails.

• Google searches for Amaro have surged 143% over the past five years
• Imports of brands such as Campari, Aperol, and Dr Zero Zero have grown by double digits.
• American-made Amari, including Forthave Spirits, Faccia Brutto, The Pathfinder, and St. Agrestis, have been expanding rapidly

The Non-Alcoholic Boom: "Sober October "is here.

Running parallel is a dramatic surge in non-alcoholic "adult" beverage consumption.

"Sober October" and "Dry January" celebrations highlight this trend.

While non–alcoholic wine and beer represent the larger share of the total market, the non-alcoholic spirits category, which includes the Amari, is showing the faster growth rate. 

The U.S. non-alcoholic spirits market was valued at $385.4 million in 2023, is expected to reach $681.5 million by 2030, with a CAGR of 8.7% 

Millennials and Gen Z are leading the charge. Millennials and Gen Z are leading the charge. "Over 60% of Gen Z prefers non-alcoholic drinks in social settings, making them the most sober-curious generation."

Where Bitter Meets Balance: Dr Zero Zero Leads the Way

The Italian non-alcoholic Amaro from Trieste, Dr Zero Zero AmarNo has emerged as a frontrunner at the intersection of these trends, recently winning a Double Gold Medal at the 2025 International Non-Alcoholic Competition and simultaneously being selected as the Best Italian Amaro 2025 by trade experts from over 200 INAC entries.

Crafted in Italy with the same botanical complexity as traditional Amari, Dr Zero Zero's AmarNo delivers a bold, bitter profile without alcohol, offering mindful drinkers an uncompromising flavor experience.

• AmarNo has achieved triple-digit growth in North American sales since its launch, now being available in over 200 retailers, bars and restaurants and on Amazon.com.
  
  
• Praised for its authentic herbal depth and elegant finish, AmarNo is recognized by both wellness advocates and cocktail connoisseurs. It has quickly become a favorite among mixologists.

"AmarNo is our answer to the modern drinker's desire for complexity, ritual, and authenticity—without the alcohol," says Giovanni Cozzi, founder of Dr Zero Zero. "It's not a compromise. It's a new standard."

www.drzerozero.com
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SOURCE Dr Zero Zero