In this exclusive interview series, Ankita Okate, Chief Growth Officer at Beverage Trade Network, chats with award-winning bartender and Bartender Spirits Awards ambassador, Nora Furst, to explore the rich and intricate world of Amaro and liqueurs. With over a decade of experience in bar program development, Nora shares insights on how these unique spirits can elevate a bar’s offerings, the importance of authenticity, and the trends shaping the future of the Amaro and liqueur categories

What initially drew you to Amaro and liqueurs, and how has your appreciation for these spirits evolved over your career?

Nora: My initial love for Amaro and liqueurs began with the craft cocktail movement in 2008, around the time I took bartending seriously. Back then, many liqueurs were neon-coloured and artificial, but as I explored classic cocktails, I discovered an entirely different world—one with complex and historic Amaro and liqueurs. Standouts like Chartreuse in the Last Word, Campari in the Negroni, and Fernet Branca in the Hanky Panky captured my interest. This category continues to evolve, and seeing local makers use unique ingredients to create high-quality Amaro and liqueurs has only deepened my appreciation.

Nora Furst, Co-partner at Buddy 

What makes Amaro and liqueurs unique for bartenders and consumers?

Nora: Amaro and liqueurs stand out due to their sheer variety. You’ll find a vast range of flavours, bitterness levels, and botanical profiles within this category. They’re often tied to specific regions, using local fruits, roots, barks, and herbs, which gives them a unique sense of provenance and place that you don’t find in every spirit category.

How does stocking Amaro and liqueurs enhance a bar’s offerings and appeal to today’s cocktail enthusiasts?

Nora: Stocking a selection of these spirits enables bars to recreate classic cocktails and develop entirely new ones, adding layers of flavour and complexity that simply wouldn’t be possible otherwise. Today’s cocktail enthusiasts appreciate unique and historically rich spirits, and having Amaro and liqueurs on hand gives bartenders the tools to meet that demand.

Bartender Spirits Awards 2024 GOLD MEDAL winner 

What qualities do you think buyers should prioritize when selecting Amaro and liqueurs for their bar programs?

Nora: First, I believe in selecting spirits that you genuinely enjoy and that fit within your program’s concept. Then consider their versatility—do they work well in cocktails and various drinking occasions? For Amaro and liqueurs specifically, look for brands using natural ingredients, ethical sourcing, and fair employment practices. Quality and alignment with your brand values are key.

Nora Furst is bringing her award-winning expertise to the Bartender Spirits Awards 2025 as the Regional and Category Ambassador for Portland & San Francisco, specializing in Amaro, Liqueur, Non-Alc, and Brandy. Known for her passion for provenance, diversity, and process, Nora is redefining these categories with her innovative approach. Whether it’s crafting the perfect cocktail or consulting for top bars, she’s pushing boundaries and setting new standards in the industry.

How has the growing interest in authenticity and craft affected the demand for Amaro and artisanal liqueurs in the U.S.?

Nora: Demand has definitely increased. Some of the best Amaro and liqueurs today are made by small, craft producers, many of whom are U.S.-based. As consumer interest in authenticity grows, these quality-driven producers gain a larger market share, which ultimately raises the bar for the entire category.

Bartender Spirits Awards Judging at Chicago 2024

How do you incorporate Amaro and liqueurs into cocktails at Buddy, and what feedback do you receive from customers?

Nora: At Buddy, we use a range of wine-based Amaro and liqueurs, and customers love the complexity they bring. Many guests aren’t familiar with the depth of flavors in vermouths and wine-based Amari, so it’s always rewarding to introduce them to something new. The no-prep, cost-effective nature of these spirits also makes them a valuable addition to any cocktail program.

Buddy the Bar in San Francisco 

What are some common misconceptions about Amaro and liqueurs, and how do you address them with bartenders and buyers?

Nora: A common misconception is that Amaro and liqueurs are overly sweet or one-dimensional. With bartenders, it’s essential to educate them on the history and versatility of these spirits. Once they understand their potential, they’re more likely to use them creatively. For buyers, giving them a chance to taste these spirits and see how they can enhance a cocktail menu is often the best way to dispel any misconceptions.

Do you have tips for bars and retailers just beginning to introduce Amaro and liqueurs into their selections?

Nora: Start by breaking down the category into sub-categories, like alpine Amaro, rabarbaro, and aperitivo. Select a well-known classic (e.g., Campari for aperitivo) and pair it with a unique option from the same category to showcase the diversity. If you have limited shelf space, choose something approachable yet distinctive to attract curious customers.

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What trends do you see emerging in the Amaro and liqueur categories, and how should buyers prepare for them?

Nora: I believe we’ll continue to see a rise in locally produced Amaro and liqueurs with unique flavor profiles, reflecting the creativity of small producers rather than just mimicking iconic brands. My advice to buyers: taste as much as possible, take calculated risks with your selections, and remember that supporting small producers adds character to your program and strengthens the category as a whole.

Nora Furst at Buddy the Bar San Francisco 

Through her experience and passion, Nora Furst provides a wealth of insights into the expanding world of Amaro and liqueurs. Her advice for both bartenders and buyers emphasizes the importance of authenticity, thoughtful selection, and a willingness to educate consumers on these complex and versatile spirits. As the Bartender Spirits Awards’ Regional and Category Ambassador, Nora’s expertise will be invaluable in recognizing the best in these dynamic categories.

If you’re a brand producing exceptional Amaro or liqueurs, submissions for the 2025 Bartender Spirits Awards are open now! This is your chance to showcase your products and reach a wider audience of top bartenders and buyers in the U.S.

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