You might have heard of Liquore Strega, a 70-herb premium liqueur from Campania, or perhaps of GUIDO ALBERTI, its eclectic CEO in the mid-20^th century, who co-created and sponsored the Premio Strega (Italy’s most important literary prize) and started a notable career as an actor in the 1960s. 

I confess that I did not know of him. I came across his story almost by chance, working on the advertising poster for Strega by Marcello Dudovich and reading the short story “Lighea” by Giuseppe Tomasi di Lampedusa (who posthumously won the Premio Strega). As I researched his journey, I discovered the illuminating figure of an entrepreneur and an intellectual—truly the guiding force behind Italian literature in the second half of the 20^th century.

In dealing with his company, I also discovered a fascinating story of southern entrepreneurship, which connected an ancient heritage (dating back to the Romans and the medieval legends of witchcraft) to a modern imagination, as “la” strega (the witch) branded “lo” Strega (the liqueur).

This story was supposed to be a post (like the ones I regularly put on LinkedIn or Instagram), but, as I became more and more familiar with Guido Alberti, it became a full-fledged #innovators profile. In dialogue with Alberti’s “strega” and his intellectual curiosity, I really had the chance to elaborate more on the meaning and value of literature, and express what truly fascinates me in storytelling. In many ways, what you will find here is the backstage of #italianinnovators.

I sincerely hope you will enjoy this new episode at bit.ly/innovators-strega