My Favourite Italian Brands

This is a highly personal list. It’s not based on impact, scale, uniqueness or anything like that. It’s just a list of Italian brands that I love. Brands that sum up what my homeland means to me. So, in no particular order, here goes.

1 Barilla

I feel disloyal saying this, given that I spent several years of my life as the Buitoni brand manager. Sadly, Buitoni is no longer with us nowadays - despite my best efforts. Instead, I’ve always got a pack of Barilla in my cupboard. More specifically, Barilla Spaghetti No.5. For me it has the perfect width and texture for spaghetti. This doesn’t mean I’m entirely loyal to Barilla. As all students of Ehrenburg Bass understand, as a heavy pasta user, I buy all kinds of brands. I’m still searching for the perfect rigatoni - La Molisano does a great one. And I always love interesting soup pasta shapes - Da Cecco is always good.

2 Alessi

I’ve recently packed away my Alessi Christmas tree - I love it. Whenever I use my Alessi coffee maker, it brings a smile to my face. Alessi is a brand full of wit and style. I guess its most iconic piece is the lemon juicer designed by Philippe Starck. It’s an expensive brand, so I don’t possess many of their items. But when I feel the need to upgrade my cutlery, Alessi is the first place I’d look.

3 Bianchi

Now and again I think about buying a cool carbon bike. If I did buy one, it would have to be a Bianchi. I usually talk myself out of it, given the price and the fact that I already own about 6 bikes. Bianchi is all about the colour, what it calls Celeste. It looks so good. Bianchi has a great heritage. It was made famous by one of my cycling heroes, Fausto Coppi. France may have the greatest bike ride in the world, but Italy makes the coolest bike gear. Campagnola beats Shimano every time.

4 Peroni

For beer, it was a tough choice between Peroni and Moretti, but Peroni shades it. I love the Moretti guy with the moustache, but Peroni is a bit more stylish. Also one of my favourite restaurants in Rome - Pasquale Pulcini - has an old Peroni sign painted on it.

I’ve noticed in recent years that Italians are getting more and more into beer. The ‘craft beer’ section in Italian supermarkets seems to be growing and occasionally I go to Italian microbreweries such as this one. Another brand I’m starting to buy is Ichnusa from Sardinia, particularly the unfiltered version.

5 Benetton

Benetton was at its peak in the 80s and 90s, when ‘United Colours of Benetton’ was everywhere. I loved it then and I love it now. It feels that it’s past its prime, but whenever I go to Italy I call in on a Benetton and always find things I like. You don’t see many stores in the UK nowadays. I bought a lovely linen jacket last year. It reminds me a bit of Uniqlo, in that it’s mainstream yet stylish. Benetton still has its distinctive colour palette and wearing their clothes always makes me feel nostalgic.

6 Mutti

I’ve tried lots of tinned tomato brands, but I keep coming back to Mutti. Smooth, rich and delicious. It’s my go-to brand for pasta sauce and pizza topping. There’s always a stash in my cupboard. At a push, I’d buy Cirio if Mutti’s not available, but it’s never quite as good. I love their printed tins and often you see them on display in posh Italian delis.

7 Campari

There are lots of gin brands out there, but there’s only one Campari. It’s the irreplaceable heart of my favourite cocktail - the Negroni. I also love Campari and Soda. Whenever I make one, I’m immediately transported to sun Summer evenings in Italy. I quite like an Aperol spritz, but is still not as nice as a Campari spritz. Just perfect.

8 Lavazza

Whenever I use an Italian Moka Pot to make coffee, I usually use Lavazza. It’s finely ground with that distinctive bitter, espresso taste. Perfect to get you going in the morning. I love the way the smell fills up the kitchen when it’s ready. It reminds me of my childhood. I sometimes buy Illy, but it’s much more expensive. I guess it must be the lovely tin it comes in. I drink so much coffee that I panic a bit when my stocks are getting low.

Summary

I could go on, but I’ll stop there. I’ve not even mentioned Italian chocolate brands, the great Italian car brands, or the world of fashion. There are so many Italian brands that play an important part in our lives. These are my favourites. I’d love to hear yours.

The Stanley Tumbler Story

The Stanley Tumbler phenomenon was brought to my attention by my daughter. I’d never heard of it, so decided to explore it further. It’s an amazing story of how a brand emerged from nowhere to dominate its category.

Over the past couple of years, the ‘Adventure Quencher Travel Tumbler’ - to give it its full name - has become an object of desire. In 2023, sales were around $750 million vs $70 million in 2020.

So why has it become so successful? Here are the key reasons.

1 It was adopted by a passionate community

Originally it was taken up by the Morman community in Utah. They’re affluent and well-connected. As they are not allowed to drink coffee and tea, they’re obsessed with what they call ‘dirty soda’. Soft drinks spiked with other ingredients.

The online influencers within the community caused it to spread and grow. They rediscovered the Stanley Tumbler and deemed it the perfect soda vessel. From there, its fame spread like wildfire.

2 It has an interesting backstory

The Stanley brand has been around for over a 100 years and specialises in camping and outdoor gear. Targeted at blue-collar men, for decades the Stanley thermos flask trundled along.

The company has a reputation for creating hard-wearing products and being very down-to-earth. A solid foundation to build from. The original thermos flask accompanied pilots in World War 2. It’s not some made-up brand. It has provenance and roots.

3 Fundamentally, it’s a really good product

One TikTok video in particular caused people to sit up and notice. A burnt-out car was filmed with an undamaged Tumbler – which still had ice in it. It provided evidence of the product’s durability. It racked up many millions of views.

The Tumbler features a lid with a straw, a chunky handle, and an insulated body that is tapered, allowing it to fit in a cup holder. For a car-addicted, ice-obsessed society, this was exactly what people were looking for.

Whenever I’ve read product quality reviews, the Stanley Cup always scores favourably. It comes in many colours. So for the fans and the fashion-conscious, there’s always something new to discover.

4 Scarcity and Fomo

The initial success of the Quencher caught the organisation by surprise. Demand outstripped supply and it frequently sold out. Everyone wanted one, particularly the limited editions. Pictures of empty shelves appeared in the media. Purchases were limited to 2 per person. Stanley Tumblers started to appear on eBay, on sale for extortionate prices. It became a status symbol. All of which served to fuel the hype.

5 Social media amplification

The Tumbler has inundated TikTok, where the hashtag #stanleytumbler has over a billion views. Instagram influencers share photos of their Tumbler collections. The same hashtag has over 189000 views on Instagram. In no time at all, the celebrities jumped on board. Oliver Rodigro is a fan. As is Adele. All happily sharing their love for the Stanley Tumbler.

6 Marketing opportunism

None of this success happened by chance. The organisation saw what was happening and took advantage of its success. The woman who owned the burnt-out car in the video was given a new car by Stanley. (And a stock of Tumblers). It became very newsworthy and appeared in all the main media channels.

They continued to launch special editions to keep the brand in the news. A pink Valentine’s Day edition was launched in partnership with Starbucks and Target. People camped out overnight, so they wouldn’t miss out. It reminded me of the early days of the Apple iPhone.

They created affiliate partnerships with e-commerce sites and influencers who featured and promoted the brand. One site called The Buy Guide was particularly important in popularising the Tumbler.

Summary

There was not one specific thing that made the Stanley Tumbler such a hit. It all came together to create a phenomenon. A community embracing it. Influencers promoting it and selling it directly. Scarcity fuelling demand, backed by a huge presence on social media. Momentum was maintained by a stream of new versions and celebrities giving it their seal of approval.

How long will it last? Who knows? The hype is bound to fade as the Stanley Tumbler moves into the mainstream. Something new and exciting is bound to come along. In the past, other portable bottles have been in vogue - such as Chilly’s Hydroflask and S’well.

True to its roots, Stanley makes long-lasting, durable products. The Adventure Quencher Travel Tumbler fits that brief. Even after the hype fades, it will be around for a long time to come. Maybe it will last another 100 years.