Fratelli Branca was founded in Milan in 1845 by Bernardino and Carolina Branca. As an apothecary, Bernardino developed an elixir in his home laboratory that cured many diseases. As it was mentioned in the information platforms of those years, a man named Dr. Fernet was distinguished by amazing longevity and participated in the creation of the elixir. The name Fratelli Branca was invented by Bernardino for marketing purposes and existed only on the labels of the drink. But, nevertheless, the liquor really helped to cure many diseases and was very popular among the locals. The motto of the company was the following from the day of its foundation “Preserve and Innovate", and the founder of the company, Bernardino Branca, fully corresponded to this philosophy: he was always open to new opportunities related to innovative technologies and the development of advertising, without changing the true traditions and experience of the past.