The article elaborates on the traditional Italian amaro, with iconic brands like Fernet and Unicum being compared to legendary football players. These historic brands have defined the classic bitter herbal liqueur, known for its strong flavor and high alcohol content, favored by many consumers for years. However, with changing tastes and new generations of drinkers, a new style of Italian amaro is emerging, characterized by lighter flavors, fewer botanicals, and gentler alcohol levels. Among the new offerings in the amaro space are two notable brands that caught the writers' attention. The first is Selva Amara, created by Marco Serazio of the Serra Storta brewery in Busto Arsizio. This innovative product is made from dark beer must, infused with various ingredients like licorice, gentian, rhubarb, and orange zest. This reflects a shift in the amaro market towards softer profiles that appeal to modern consumers. As the amaro landscape changes, these new brands symbolize a blend of tradition and innovation in Italian spirits. The rise of products like Selva Amara underlines a significant trend in the beverage industry, where evolving consumer preferences are driving the development of lighter, more approachable liqueurs, ensuring that amaro retains its cultural relevance in Italy while attracting a broader audience.