Fernet-Branca is not a drink. And it’s not a lifestyle either. It’s a 27-part concoction of herbs, botanicals, and bartenders’ blood, sweat, and tears. It’s both a statement and an omission, with a nearly 200 year legacy. And when it came time for the Italian brand to market in the U.S., it became clear that there was already a mass of hardcore Fernet fans.

This fiercely loyal, organically-built following behaves almost like a not-so-secret society. They’re sophisticated, effortlessly cool, and more than a little bit weird—just like Fernet-Branca itself. We needed to talk to them without undermining what makes the brand, well, cool.

Through the use of redacted language, mysterious visuals, and a “take it or leave it” attitude, we piqued new drinkers’ interest while giving a wink and a nod to our loyal fanbase. Everyone is welcome here, but we also know we’re not for everyone. At the end of the day, we don’t mind if you decide Fernet-Branca’s not for you—as long as you try one on us.