Bernardino Branca, company founder, chose this maxim to epitomize his entrepreneurial instinct: ever open to the new, particularly the new opportunities created by the advance of technology and the development of publicity; yet mindful of tradition and the lessons of the past.|
This dichotomy came to the fore in the 1980s, with regard to the means and timescale of the restructuring rendered necessary by new conditions. Should the emphasis be on renew - abandoning, regretfully, their history and traditions, relinquishing outdated working practices - or on conserve, continuing in the old ways?
In fact they followed Branca's precept. They adopted new technology and reorganised. But they also made new use of Branc's heritage - their classic publicity material of old photographs and calendars illustrating the history of Italy fusing it with the new to create the Branca Museum.
The Museum conducts the visitor on a fascinating journey through the company's past, re-evoking the aromas of the casks, showing in close-up the old instruments and tools, exhibiting the fin de siecle posters, and tracing innovations and developments in liqueur technology.
For Branca innovation has never been a break with the past but a gradual development, a continuing improvement. This is particularly the case with their advertising, which in every epoch has been at the leading edge while always respecting and nurturing the identity of the products.
They think of their Study Centre with justifiable pride. Although operational for a relatively short time, it is one of the most advanced research and development laboratories for medicinal herbs in Italy.
It represents the culminating development of their perennial policy of investigation and analysis to guarantee the quality and dependability of their products, itself the outcome of their commitment to integrity and continuity.
Branca has always been a byword for integrity, which manifests in the quality of their products, their conformity to legal standards, and the prioritisation of consumer safety. At the same time Branca are committed to developing new products that adhere to the Branca tradition yet aspire to satisfy the evolving tastes of their customers.
They are also committed to continuity, which manifests in their concern to use the authentic herbs and ingredients of the original recipes - recipes that have made Branca products famous, and much imitated, throughout the world.
Thus they have the essence of novare serbando: a present routed in the past yet anticipating the future.
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