In the early 1900s, Bologna experienced a period of great industrial recovery, and Premiata Distilleria was able to grow and achieve success as a business. It then became time to broaden its market and begin marketing its products directly.

The number of factory smokestacks in the Bologna skyline continued to increase, as business grew in nearly every industry. The third liqueur launched by Premiata Distilleria, Virov, was also well received by consumers. This product owed its success to a new marketing strategy in particular: giving a gift to everyone who bought it. Then came Gran Senior Fabbri, a brandy aged in oak barrels from Slovenia that became famous soon after the war.

This success led the company’s founder to expand sales to beyond regional borders. Thus the decision to give sons Aldo and Romeo a greater role in the business by making them salesmen. Gennaro bought two expensive vehicles, an Isotta Fraschini (a car used by celebrities) and an Itala (used in the Paris-Beijing rally). He then put his two sons behind the wheel to travel around Italy looking for new agents and doing direct sales.

After ongoing successes, the former general store began to need more space. In 1914, the head office was transferred to the company’s current headquarters in Borgo Panigale, which, at the time, was in the suburbs of Bologna, but is now an integral part of the city. A decade later, the adjacent warehouses were added and production was moved here as well.