The News
See the Elephant Amaro, an American-owned amaro crafted in southern Campania, Italy, has entered into a distribution agreement with Massanois Fine Wines & Craft Spirits. The partnership will cover New York, New Jersey, and Connecticut, effective immediately. The brand is produced by a multigenerational Italian family with over 65 years of amaro production history.
Massanois Fine Wines & Craft Spirits has added the American‑owned, arugula‑infused amaro See the Elephant to its New York, New Jersey, and Connecticut portfolio, giving the brand a foothold in the Northeast’s most lucrative on‑premise market for bitter liqueurs.
Strategic takeaways
- The distribution deal places See the Elephant in three states that together account for roughly 12 % of all on‑premise amaro sales nationwide.
- Only 3 % of U.S. amari are made with non‑traditional botanicals such as arugula, positioning the product as a niche differentiator in an industry dominated by gentian and citrus peel formulations.
- The brand’s current footprint covers just 24 states, underscoring its status as a regional player that is now gaining access to a high‑growth market; the U.S. amaro segment is projected to grow at a 6.8 % CAGR through 2030.
- Massanois operates in eight U.S. markets and focuses on small‑batch, family‑owned producers—an approach that can accelerate adoption among cocktail venues that prize provenance.
Pricing & positioning
The 750 ml bottle retails at $44.99, placing it above entry‑level amari such as Ramazzotti but below ultra‑premium offerings like Nonino Quintessentia. The mid‑premium price point and unique flavor profile suggest the brand will appeal most to craft‑oriented accounts rather than mass‑market retail chains.
Implications for operators
Because See the Elephant sits between entry‑level and ultra‑premium categories, operators can expect a distinctive product that may command higher margins per bottle. Monitoring depletions will provide insight into demand dynamics in the Northeast market.
Original Press Release
American-owned amaro crafted on southern Italy's Cilento coast and made from arugula expands its U.S. trade footprint through one of the Northeast's most respected fine wine and craft spirits distributors.
NEW YORK, NY April 20, 2026 — See the Elephant Amaro, the American-owned, Italian-crafted amaro born from the arugula of southern Campania, today announced a new distribution agreement with Massanois Fine Wines & Craft Spirits covering the states of New York, New Jersey, and Connecticut. Effective immediately, Massanois, a New York City-based national importer and distributor known for its portfolio of quality-driven, family-owned producers, will represent See the Elephant across the tri-state region.
The partnership marks a significant step in See the Elephant's push into the nation's most competitive on-premise market. New York City represents the epicenter of the American amaro renaissance, and the brand's positioning at the intersection of old-world Italian heritage and art-forward modern design is purpose-built for the bartenders, beverage directors, and spirits enthusiasts who call it home.
A Taste of the Cilento — 65 Years in the Making
See the Elephant Amaro di Rucola is produced in Agropoli, a coastal town in the Cilento region of Campania, a pristine UNESCO World Heritage Site and the birthplace of the Mediterranean diet. The amaro is crafted by a multigenerational Italian family with more than 65 years of amaro production history, using arugula (rucola) native to the Cilento growing region, where the plant flourishes nearly year-round in the area's sun-drenched microclimate.
The brand was founded by Kyle Harder, whose personal discovery of the producer and the unique rucola-style amaro embodies the spirit behind the name: the American frontier-era phrase to go "see the elephant" is a call to experience the world firsthand, in all its complexity and wonder. Label artwork and brand design by multi-disciplinary artist Cody Gunningham anchor the brand's signature aesthetic: old-world tradition meeting art-forward, modern design.
— Kyle Harder, Founder & CEO, See the Elephant Amaro
A Portfolio Built on Provenance
Massanois operates its own distribution arm across eight key U.S. markets — New York, New Jersey, Connecticut, Illinois, California, Washington D.C., Maryland, and Virginia. The company is headquartered in New York City and has built its reputation on representing quality-driven, family-owned producers from around the world, with particular depth of expertise in Italian wine and spirits.
— Ben Fischbach, Managing Partner, Massanois
Availability & Trade Inquiries
See the Elephant Amaro di Rucola is available to on-premise and off-premise accounts in New York, New Jersey, and Connecticut through Massanois. The product is bottled at 30% ABV in a 750ml format and carries a suggested retail price of $44.99. Trade inquiries may be directed to Massanois at 1.888.242.1342.
Sources consulted (web research):
- See The Elephant Amaro Announces Distribution Partnership With Massan…
- See The Elephant Amaro
- Article Aef667c4 86fe 49d7 Ac40 621c3e163459
- See The Elephant Amaro Di Rucola
Source: BevNET