The Strega Liquor and Nougat Factory, located in Benevento, is a shining example of Italian craftsmanship and entrepreneurial success, both nationally and internationally.
Founded in 1860 by Giuseppe Alberti, this Campanian company has grown and evolved over the decades, becoming a point of reference in the world of fine liqueurs and confections.
Strategically situated in the heart of Benevento, the factory maintains a strong connection to its local roots, preserving a distinctive identity while reaching a global audience.
Strega: A Story of Passion and Excellence
The story of Strega is one of passion, dedication, and premium quality. The brand’s philosophy has always focused on excellence, using only the finest raw ingredients and carefully adhering to traditional recipes.
Strega’s product line includes a wide variety of offerings, but the most iconic is its world-famous Strega Liqueur.
This signature liqueur has become a symbol of Benevento and a beloved product around the globe. Its secret recipe, passed down through generations, makes it one of a kind. Alongside the classic liqueur, the factory also produces other exquisite varieties such as limoncello, myrtle, balsamic, nocino, and more.
Each Strega liqueur is made using a slow, meticulous process that emphasizes the selection of the best herbs and careful attention to detail.
Beyond Liqueurs: Strega’s Famous Nougat
Strega is also known for its high-quality nougat, a traditional Italian sweet especially popular during Christmas, San Giovanni, and other regional festivals in Southern Italy.
The Strega nougat is particularly special — made with honey, almonds, and sugar, and enhanced by a subtle touch of herb-infused Strega liqueur. It’s delicate, soft, and full of flavor, a favorite among sweet lovers.
“Strega, che passione!” – A Famous Slogan
In 1951, the factory launched a now-iconic advertising campaign with the slogan “Strega, che passione!” (“Strega, what a passion!”), which played a major role in cementing the brand’s popularity both in Italy and abroad.
A Secret Passed Down Through Generations
The exact Strega liqueur recipe remains a closely guarded family secret, known only to a few members of the Alberti family. This mystery only adds to the product’s unique charm.
Many have tried to imitate Strega, but none have succeeded. Its flavor comes from a blend of around 70 natural ingredients from across the world, including mint, cinnamon, fern, marjoram, heather, juniper berries, anise, licorice, coffee beans, and menthol.
These are carefully selected and blended using traditional artisanal methods and slow, gentle distillation techniques. The liqueur is then aged in oak barrels for at least three years, developing its rich, smooth taste and persistent aroma.
The liqueur’s bright yellow color, reminiscent of sunlight, is as distinctive as its flavor. It is traditionally served as a digestif, but is increasingly used in cocktails and desserts.
Strega Alberti: An Internationally Acclaimed Italian Brand
Strega Alberti exports to over 70 countries worldwide, demonstrating both its deep local roots and its global reach.
The company invests heavily in innovation and product development, while staying faithful to its traditions and Benevento origins. Today, the factory represents not only an important economic asset for the region but also a cultural heritage site, embodying the spirit of Southern Italian craftsmanship.
Thanks to visionary leadership and decades of experience, Strega has carved out a leading role in international markets, gaining ever-growing recognition and admiration.
The Strega Literary Prize
Is there a connection between the famous Strega Liqueur and the Strega Literary Prize? Absolutely.
The Strega Prize, Italy’s most prestigious literary award, is named after the liqueur. It was founded by Guido Alberti, son of Ugo Alberti, who was the company’s owner and a great admirer of the liqueur.
A man of many talents, Guido Alberti later became a well-known actor, working with iconic directors such as Pier Paolo Pasolini, Francesco Rosi, Eduardo De Filippo, Roman Polanski, and Mario Monicelli.
Through his friendship with literary hosts Goffredo and Maria Bellonci, Alberti helped launch the Strega Prize in 1947. The prize is awarded annually to the best Italian novel published that year, further elevating the Strega name as a symbol not only of taste but also of culture.
Whether for its distinctive flavor, heritage, or cultural contribution, Strega continues to be a shining example of Italian excellence, from the heart of Benevento to the rest of the world.
