Here's your Forbes Daily Briefing for Saturday, February 21st.

Today on Forbes, meet the sixth generation family behind Italy's beloved bitter spirit.

Countless apparel spritzes, nangronis, and espresso martinis are being served this month in Milan,

where some 100,000 Olympics fans

have flocked to the northern Italian city for the 26 Winter Games. And the family behind

Fernette Branca, the 180-year-old Dijestif, has been embracing its home field advantage.

Niccolo Branca, president and CEO of Fertelli Branca since

1999, says, quote, the good spectacle for all the world is a great opportunity. During the past three

decades with the fifth generation Branca at the helm, sales of the Milan-based family signature

spirit for Net Branca, the Amaro sales of the Milan-based family signature spirit, Fernette Branca, the Amaro

or Italian for Bitter, made from 27 different herbs and spices, have grown steadily as the

business has secured its place at bars and restaurants around the world.

Today, Fratelli Branca has $500 million in annual revenue, with most of that coming from

Fernette Branca sales.

The Branca family's spirits portfolio now includes the espresso spirit Café Borgeti that's a

favorite among bartenders for espresso martinis, as well as two vermouths under the Carpano brand,

a groppa, a roso Amaro, a brandy, a sambuca,

a vodka, and some wine. The family motto, Branca, shares, is, quote, not for me, but for the next generation, which is one of the many reasons he says the business will never be sold. The 69-year-old

Bronco says, quote, it's not easy to maintain generation by generation. We are very clear. This is

much more important than us. We have a view for the long term. Forbes estimates that the business

is worth about $1.2 billion, or about 2.5 times revenue,

which is what the maker of one of Branca's chief competitors, the $3 billion in annual sales

...