After a long crisis, Elisir Borsci San Marzano is back in the spotlight thanks to the relaunch wanted by the Caffo 1915 Group. Tradition, territorial identity and production innovation are guiding a new phase of growth, including renovation of the historic plant, new products and opening to the world of mixology. Annalucia Galeone talked about this with director Roberto Lippolis.
Who does not rememberElisir San Marzano Borsci? It is the oldest liqueur in southern Italy still on the market. Born in 1840 from the secret recipe of the family arbëreshë Borsci, went through a long crisis until the acquisition by the Caffo Group 1915, which initiated its relaunch. Today the brand is growing in Italy and abroad and looking to the future without forgetting its roots. We talked about it with director Roberto Lippolis.
A taste that spans time
The recipe for Borsci’s San Marzano Elixir is shrouded in mystery. Why do you think its success endures despite changing tastes and markets?
Because it is unique: taste, smell and color are unmatched. Drunk neat it is “extreme,” you either love it or you don’t. But combined it becomes surprisingly versatile: with ice cream, fruit, pastries or in cooking it manages to win everyone over.
Eastern symbols and roots
Strongly evocative symbols appear on the label. What is their origin?
The recipe originated in the heart of Anatolia and arrived in Italy following the migration of the Arbëreshë community. Borsci family has been able to unire oriental and Mediterranean botanicals, finding in San Marzano di San Giuseppe the herbs that made the elixir unmistakable. The symbols tell precisely this cultural and spiritual journey.
An acquisition that goes beyond business
Was the entry of the Caffo Group just a commercial operation?
Absolutely not. The Caffo family has a very similar history to the Borsci family: distillers for generations, deeply linked to raw materials and territories. The goal is to safeguard historic brands destined for oblivion, restoring their dignity and perspective. Each bottle encapsulates culture, research and passion.
The plant and the museum
How will the historic Taranto plant change?
We have chosen to preserve its identity while renovating it in a modern way. Structural work, the installation of a photovoltaic system and new production facilities are underway. There are also plans to create a museum space dedicated to the history of the brand, to strengthen the connection with the territory.
Production, innovation and new products
What are the main changes on the production front?
Today in Taranto we produce not only San Marzano Elixir, but also other liqueurs mainly for foreign markets. We are investing a lot in the alcoholic creams and in the Mastro Borsci line, focusing on products linked to Puglia and the Ionian region, which are increasingly recognizable internationally.
Tradition and mixology
How did San Marzano win over even the youngest audience?
Traditional consumption has changed, but the product has found new ways. The Borscino, for example, combines cold cream and Elixir and has become a popular dessert. In addition, the use of bitters in the mixology is growing: bartenders are looking for originality, and San Marzano meets this need perfectly.
The relationship with the territory
What is the connection between Borsci and Taranto today?
Borsci has been an alternative entrepreneurial example for years in an area dominated by other industries. Today the revival is there, but there is often a lack of adequate response from the territory itself. The real driver should be local pride: only then can the brand’s success translate into real development for the Taranto economy.
