The Amarelli family wanted the realisation of this Museum in order to present an original company experience to people as well as the history of a unique product which belongs to its region. A long history of work, culture and tradition finds its roots in Calabria’s territory with the Amarelli family and company and it is now possible physically to touch, to hear and to taste that history in Giorgio Amarelli’s Liquorice Museum.
In 2001, this Museum won the “Guggenheim Prize for Culture and Business – Special Prize Il Sole 24 Ore”. To honour the Amarelli Museum, the Italian Post Office has created, within the collection dedicated to the Italian Cultural and Artistic Inheritance, a stamp devoted to the “Giorgio Amarelli” Museum which has been printed at 3.500.000 copies.
The Museum is located inside the historical mansion which has been in the possession of the Amarelli family since the late fifteenth century. The severity architectural building, graced by the interventions seventeenth century, the ancient rooms, brick floors and cobblestones, citrus gardens, the small church attached, are a living witness to the history and the tradition of culture that can be found in the Museum.
It presents the economical history of the South Italy through the story of the firm and the family.
There are exemplifications of the processing system which starts with the roots bales, old machines used in the factory, original records of the general accounting, signs of the marketing and even old labels.
With over 40,000 visitors per year, the Amarelli Museum of liquorice is, according to research conducted by the Italian Touring Club, the second most visited company museum in Italy after the Ferrari Museum and the first offer from the museums in Calabria for TripAdvisor.
Attached to the museum is the Archive which collects documents of the family and Company from 1445 to nowadays and that, by decree of the Ministry of Culture of 20/12/2012, was declared “of especially important historical interest “.