• by Fern Siegel , February 26, 2026

Italian bitters liqueur Fernet-Branca is inviting college basketball fans to take a shot — literally.  

The new campaign, comprised of 15- and 30-second video spots by sports broadcaster Ian Eagle, rolls out nationally across CTV, OOH, paid social, digital banners and paid search.

The campaign initially targets San Francisco and uses AI-powered insights to reach key audiences when they watch the games. The spot dives into the double meaning of a shot — a basketball’s shot clock and a shot of Fernet-Branca. City-specific ads will run in key markets, including Los Angeles, Philadelphia, Raleigh, Durham and Saratoga Springs, supplying local touches to a national push.

Fernet-Branca is crafted from a secret blend of 27 herbs, roots and spices. Known as the “Bartender’s Handshake,” it has earned a cult following in San Francisco. It's served straight, in cocktails or paired with beer. Fernet-Branca claims to be the largest driver of share growth for amaros (traditional Italian herbal liqueurs) in the on-premise market.

Gravity Global produced the creative, targeting both consumers and the bar community, who can sign up for themed subscription boxes that turn visibility into orders.

Charlie Smith, managing director of Gravity Global's B2C Division, told Agency Daily: "With a mix of smart strategy and bold creativity, we built a campaign that resonates with longtime Fernet-Branca fans, while inviting new audiences to discover it. This effort reflects months of careful planning and collaboration with Fernet-Branca from day one, a partnership where we pushed ourselves to honor the legacy of this iconic brand, tap into cultural moments, and bring the bold spirit of Fernet-Branca to life for a broader audience.”

While the campaign debuts the company's new strategy, Fernet-Branca plans to employ the platform for the World Cup, college football season and Halloween. “Our approach reflects how Branca USA thinks differently about marketing in a challenging spirits landscape,” said Chris Watt, CEO of Branca USA, Fernet-Branca’s parent company.

Branca USA is the official U.S. import company for the liquor portfolio of Fratelli Branca, including Fernet-Branca, Antica Formula, Brancamenta, Borghetti Espresso Liqueur, Sambuca Borghetti and Grappa Candolini. The Fratelli Branca Distillerie has produced liqueurs since 1845.