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It was with the female universe in mind that Elena Ceschelli, a young entrepreneur with solid experience in communication, created Bevande Futuriste in Treviso in 2014, an innovative brand of fruit and soft drinks with the ambition to change the logic of beverage in Horeca. And even if Horeca is temporarily stopped at the moment in compliance with government decrees on the coronavirus, the company is looking ahead and focusing on e-commerce.
It must be said immediately that the project was not inspired by the desecrating literary, artistic and political movement founded in 1909 by Marinetti, but rather by the meaning of a turning point, of change in the future of the sector of consumption outside the home of fruit juices and infusions. «The idea - says Elena Ceschelli - had come to me three years earlier doing a research on consumption at the bar by women, oriented more towards still mineral water and tea. Conventional juices, on the other hand, generally with added flavorings and sugars, were more consumed by men or chosen for children. In addition, the different, better quality products, such as extracts and centrifuges, had high prices. A new, healthy, reliable and organic product was missing, with the guarantee of the origin of the italian raw material. So we created it in collaboration with experts, then partners in the company, at a time when the consumption of juices was in free fall because of uncertain origin, processed and sweetened».
«Our "futurism" therefore - Ceschelli points out - means "to the future", but a future that returns to the past, to the ancient values and nutritional benefits of fruit. It means movement, strength, passion, determination, culture, going back to simplicity, taking the best raw material without charging the price of higher quality on the product as generally happens with organic products».
The entrepreneur uses the term "bio glamour" to talk about her drinks, rigorously in glass and with colorful, lively labels complete with certified indications of origin and nutritional values in 5 languages. They are also functional in light protection and recyclable, just like glass. Last but not least, in this green project aimed at Horeca, the affordable price. All the fruit is Italian, with the obvious exception of pineapple and mango, picked at the moment of perfect ripeness to guarantee a drink with maximum flavour. The current turnover is around 6 million euros and production continues to grow also in consideration of the new frontier of consumption offered by the world of mixology, which increasingly focuses on natural components, citrus and fruity flavors and a reduction in alcohol. And especially at a time like this it's handy to have a bar at home.
«Our relationship with the bartenders is very close - continues the entrepreneur - we are in contact with a team of about twenty barmen from Aibes (Italian Association of Barmen and Supporters) led by Samuele Ambrosi of the Cloakroom Cocktail Lab in Treviso and following the new trends and their indications every year we review our recipes, always with natural ingredients such as cinchona extract, excluding colorings, flavorings or thickeners. We want to promote a new way of soft drinking suitable for any moment of the day and for various consumption occasions, from drinking away from home to nightlife».
The great source of inspiration for the project is always the consumers, as in the Cortese line of soda drinks which includes Ginger Ale, Ginger Beer, in the Tonic and Lemon versions, the Cedrata, the Ginger and the Chinotto. For the name of this line, Elena Ceschelli was inspired by Isabella Cortese, a sixteenth-century Venetian noblewoman who in 1561 published a book with her secrets on "mineral, medicinal, artificial and alchemical things and many of the perfumery art belonging to every grand lady." "But - Ceschelli points out - we also liked the meaning of the word courteous, which makes us think of the polite and gentle ways of women". Even brand communication is entrusted to a staff of female collaborators, such as Patrizia Bevilacqua, in charge of relations with the restaurant world.
E l’apprezzamento per queste bevande continua a crescere come per l’ultima creazione premium, il Cortesino, aperitivo analcolico Ginger rosso e Ginger bianco. Tra i futuri progetti anche bibite in abbinamento al food, in ristorante e in pizzeria. Un trend crescente perché la clientela di questi locali chiede sempre di più di pasteggiare con drink e cocktail. Le bibite futuriste sono nei vari canali Horeca e da pochi mesi possono essere ordinate online nell’e-shop, con spedizione veloce e gratuita.
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