The Myth of Fernet

The alligator, famed for its digestive abilities, is a Fernet-Branca icon.

Classic posters advertising Fernet-Branca.

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More About

• Antoinette Cattani
• Chris Fogarty
• Bernardino Branca
• Becky Licu
• Mike Fogarty

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As Fogarty does a quick shot with some friends, it starts to rain outside and a cool, clean breeze enters the bar though the open doors and under the shelf of empty green bottles, bringing to mind the parting words of Branca's spokesman, Ricardo Destesano. "I say to San Francisco: I give you my baby! Enjoy! Take the good care!"

The family members in the bar hold their drinks carefully in the air, look each other in the eye, and make a toast -- to each other, to Fernet-Branca, to San Francisco.