SaloonBox Behind The Scenes: Matteo Luxardo
What is it like to grow up with a family brand and now run the business?
First of all I have to say that I was lucky to have the opportunity to be born into the Luxardo family. This gave me the opportunity to follow my father's steps and become the owner and Export Director. Working in a family business is not always easy. We have 6 members of the family running the business and putting together 6 heads, characters and different ideas is a challenge.
What continues to set Luxardo Maraschino apart as a premium liqueur in today's market?
Maraschino Luxardo is a unique product. No other maraschino tastes quite like Luxardo's. Not only are we the oldest maraschino but our production process takes over four years to craft the liqueur. Being so old, 195 year old, Luxardo Maraschino was used since the beginning of the cocktail industry first as a sweetener then as main ingredient and as modifier. All these things have helped Luxardo Maraschino to continue be part of the cocktail industry and used by the top bartenders looking for quality and originality.
How has the brand and the demand for it changed since your parents/grandparents ran the business?
In between the two World Wars, Luxardo was the biggest liqueur company in Italy. We soldproducts since the late 1800s to Japan, China, USA, Cuba, Argentina. What we did was just follow what our ancestors started; however, there is a big gap from 1947 through mid 1970s because we had to rebuild the company from zero as it was destroyed during the World War II bombings. Now we sell in 78 countries and are growing. We are planting new cherry orchards to follow the demand of Maraschino and the Maraschino Cherries, plus we are developing new Italian liqueurs.
What are some challenges you face?
I would like to do more for the company, travel more and share the Luxardo story with as many people as I can, but we are a small family company and sometimes I cannot be everywhere.
What’s your favorite way to drink Luxardo Maraschino? What were past generations' favorite ways to drink it?
My favorite drink is the Last Word, but many people do not know, Luxardo Maraschino is also good over pineapple or all seasonal fresh fruit.
Any new trends you’ve seen lately using your product? Or surprising regions or communities where it's popularity has peaked?
I have noticed the aperitivo trend and spritz taking off here in the USA especially in IL, MA, & TX. Aperitivo is not a trend for Italians, as it is part of our culture and daily life. Luxardo has a beautiful product called Aperitivo, which is perfect for a spritz cocktail. I'll also add the Sangue Morlacco Cherry Liqueur to prosecco as a cherry spritz.