Campari's New Cynar 70 Shows Americans Why Bitter is Better

From the aperitivo to amari, Italian drink culture is invading America. And Campari America (DVDCY) is mounting a campaign in the battle for bitter with Cynar 70 Proof. Cynar 70 Proof is double the intensity and proof of original Cynar, the bartender-beloved bittersweet artichoke liqueur. This higher proof twist on the classic artichoke liqueur is meant to be enjoyed as an after dinner drink either chilled, on the rocks, or as a higher-proof shot than the 35 proof original. 'It's extremely mixable,' said Pamela Wiznitzer, President of the New York City chapter of the United States Bartenders Guild. 'The bitterness allows a bartender to balance cocktails better.' Cynar has become just one in a select group of Italian spirits and liqueurs, including Campari, Aperol, Averna and Braulio, finding newfound favor with consumers and mixologists in the U.S. 'Bitter is a learned behavior,' said Wiznitzer. 'You have to train your palette to truly appreciate it. And that is what Americans are doing. American drinkers want to be challenged.'