Amongst bartenders and the cocktail-savvy, Fernet Branca is a bitter amaro with a fame as a welcome shot, referred to affectionately as a “bartender’s handshake.” 

Fernet Branca didn’t coin that time period, however it coined one thing else. Actually. 

The model distributes collectible cash among the many most loyal followers of the liqueur and its bitter, mentholated, natural taste profile. Over the past 13 years, the coin program’s standing has grown alongside the Fernet Branca fandom.

Whereas Fernet Branca’s recipe is a tightly guarded secret, sixth-generation Fernet producer Edoardo Branca is greater than prepared to debate why he loves the problem coin program. The cash have fostered connections for Branca and Fernet drinkers world wide, however there’s one coin that has up to now eluded his grasp.

The historical past of the Fernet coin

The Fernet coin was soft-launched in 2012, however the preliminary providing wasn’t “licensed” by the model. It was minted by brothers Bret and Tore’ Kragerud (the previous a medallion producer, the latter a Fernet gross sales rep) for a mixology occasion in Las Vegas.

The buddies-only souvenir was successful, particularly amongst Fernet’s execs. The concept struck a extra resounding chord with Branca. The household has lengthy displayed its personal cash, a set of gold medals that date to the 1840s, in the primary distillery, again when the medals had been “actual.” 

“So, we mentioned, ‘Let’s have a coin for the individuals,’” he says. 

In 2013, Fernet started to fee cash for markets like San Francisco, the place the bitter natural liqueur is broadly widespread.   

For greater than a decade, cash have been commissioned for bartending competitions, business commerce reveals and commerce teams, bartending organizations, and pop-up occasions.

Who carries the coin

As this system’s reputation has grown, so have the identities of the holders and the which means of the cash themselves, says Branca. 

“Originally, when you had the coin, you had been a bartender from San Francisco,” he says. “Now, when you may have the coin, it is like, O.Ok., you recognize Fernet Branca 100%, you’re an individual who is aware of your liquids. You understand how to drink your cocktails and issues like this.”

Branca says that he doesn’t suppose the coin must be unique to bar business insiders, however individuals who earn them are inclined to know the business and Fernet properly. “They should know the liquid,” he says.

He says that he’s had cash “pulled” on him at factors all around the world: Australia, New Zealand, and China amongst them. 

“[When someone pulls out a coin], I do know instantly that aside from being a Fernet lover, [they can] talk about our business on the whole,” he says.

How Fernet cash are put into circulation

Amongst bartenders and spirits nerds, the Fernet coin is a buzzy souvenir. That makes it susceptible to imitation, as different spirit manufacturers have since created cash. It may additionally make the Fernet coin susceptible to oversaturation. 

Fortunately, Fernet’s advertising group hasn’t flooded the market. “When you may have it,” says Branca, “you might be a part of a bunch of individuals which are just a little bit completely different, just a little bit loopy, just a little bit prepared to do the additional step.”

Branca admits that the model has made it extra of a problem to get a coin through the years. A basket of cash was supplied first-come, first-served at a celebration on the 2017 Tales of the Cocktail. Seven years later, the diploma of issue to snare a coin has risen.

Final fall, Fernet Branca hosted a pop-up haunted mansion expertise in New Orleans. To depart with a coin from Fernet’s “Eyeknow Manor,” attendees spent the higher a part of an hour making an attempt to resolve escape-room-style puzzles, comply with clues, and commerce go phrases with in-character workers and servers. Individuals who accomplished the sport didn’t earn a coin, however they acquired a particular poker chip that you may wager to win a coin. Loads of individuals didn’t hit the jackpot. 

That’s one approach to create a bottleneck on provide, which not often reaches above 200 cash. Branca says the model retains manufacturing small to make every one particular. 

“It’s one thing that it is advisable to have a problem to get,” he says. “I’m not going to get up tomorrow and make 20,000 cash. You’ll want to work for it.”

Totally different kinds of cash

The cash’ reputation signifies that Fernet’s numerous gross sales and advertising figures have to maintain a coin available always, lest they be caught with out one. Branca is arguably the highest-profile goal for the coin’s gotcha tradition.

He carries a number of cash, and he has his favorites. He sometimes carries the one hundred and seventy fifth anniversary coin, produced in 2020. It’s particular not solely as a result of it marks the anniversary, however it’s additionally one of many first cash to be numbered alongside the coin’s edge, from No. 1 to 175. 

“That’s one of many two cash that’s my go-to,” he says. “Then there’s a second coin that was made for the Los Angeles market. It’s a coin that I actually like as a result of on the opposite facet, it says, ‘In Branca We Belief.’ After which, usually, I carry one other couple of cash.”

Branca will get hit up for cash commonly. “Generally you meet an individual and you actually wish to give them [a coin], however I all the time have one spare coin.”

Taking part in the sport

What you are able to do with a Fernet coin is, properly, murky. You may present it off to your bartender associates, examine completely different cash, and attempt to acquire all of them. However its “problem coin” DNA has additionally constructed a sport for bartenders and shoppers to play. The problem is straightforward: produce your coin when requested, or decide up the tab.

This has led to maybe the largest false impression about Fernet cash, that one entitles you to a free shot if a bartender can’t produce their coin.

Whereas Branca enjoys the sport, he’s clear about why it’s by no means been made an official factor of this system. “I don’t wish to put a bartender on the spot to pay for the drink,” he says. “It’s extra between associates, only a manner of partaking and having a chat. What I like is to have a drink and a dialog with the individual in entrance of me, [and the coin] is a dialog starter.”

The rarest Fernet coin

It’s most likely not a shock that the rarest coin out there’s the primary one. Branca says that the primary batch was simply 50 cash. “I’ve to let you know presently, I don’t know what number of of that first batch there nonetheless are,” he says. “But it surely’s the one coin that I don’t personal.”

The final time that Branca noticed one was in January 2020, when he crossed paths with one of many Kragerud brothers. “He got here to me with one of many first cash ever made,” he says. “And it was ugly, not very properly performed, and I used to be like, ‘What the hell is that this?’” 

Branca believed it may be faux, however the weight of the coin was the identical as all the opposite Fernet cash in his pocket.

“I nonetheless bear in mind it. I used to be like, ‘Holy moly,’” says Branca. “This [was] one of many first cash Fernet Branca ever made. It was one of the crucial unimaginable experiences I had, as a result of it was one thing that was simply made for shut associates. Each batch of cash that’s made, I all the time have three, and I’ve them in my workplace. However that’s the one coin I don’t have.”