In 1845, Bernandino Branca created the Fernet-Branca bitter. It became famous worldwide and led to the founding of the Fratelli Branca Distillery. Of course, this was not a great surprise, being that the Branca's are a family of entrepreneurs with innovative vision and a passion for challenges. In fact, it was this intuition that enabled them to produce products that matched the needs of the public and, as a result, export them all over the world to more than 40 countries. At the core of this success, was their ability to communicate with their clientele, which has been a constant at the forefront of their endeavors since the 1800's. Also in this period, the Branca motto becomes "Novare Serbando" which means renew and conserve. It's a synthesized expression of what it means to be an entrepreneur: one must be open to new ideas, but retain a strong commitment to preserve traditional values.