Amaro Lucano was born in Pisticci in 1894 by the hand ofCavalier Pasquale Vena who created a unique and unmistakable blend of herbs in the back of his biscuit factory. In a few years the success for the liqueur was enormous, so much so that the Amaro was known throughout Italy, even reaching the palates of the Royal House of Savoy.
 
Unfortunately, the advent of the Second World War and the consequent scarcity of raw materials brought about a halt in sales. From the second half of the 1950s, sales resumed and, thanks to the sons of the founder Leonardo and Giuseppe Vena, the small artisan laboratory was transformed into a real industrial reality. In 1965, the company moved from the historic Pisticci to the new factory located in Pisticci Scalo. Sales were constantly growing and the great advertising campaigns implemented by the Vena brothers amplified the notoriety of Amaro Lucano all over the world.

In the 1970s, the company decided to add other products to the historic Amaro Lucano, including Sambuca, Limoncello and Coffee. It was in the 80s that the television claim was born that made him, and still makes him, immortal: "What more do you want from life? A Lucan!".

Even today, the passion has been handed down from generation to generation and the liqueurs generated by the brand maintain the high quality levels of its products. In 2021 the company receives a new and highly coveted award that rewards all trademarks registered, or used for at least 50 years, which have become national excellence through the value of their products which have been part of the history of Italy for years: the "Historical Brand of national interest".