The 60s and 70s consolidated the company’s transition on to the third generation, with passion and a desire to stay ahead of the times continuing to distinguish the company’s management, which now included cousin Stefano. Production was then moved to Anzola Emilia, as the Fabbri name began to enter into millions of Italian households with the arrival of advertising.

The move to the new, larger production facilities in Anzola Emilia - the 180,000 square meters of which remains active to this day - turned out to be quite a challenge. With the move to a new water table, the amarena cherries underwent an incredible change in flavor. But once again, this test was passed with flying colors thanks to investments in a system that brought the water back to its original quality. The historical production facilities in Borgo Panigale were then gradually converted into administrative and sales offices.

Led entirely by the third generation (Fabio, Giorgio and Stefano), the company virtually abandoned its diverse range of liqueur production in favor of cremolato, the line that was destined to eventually become the greatest source of satisfaction internationally.

As a market leader, Fabbri was naturally one of the first features of the Italian television advertising program Carosello (in 1957). The company’s comical intermissions, with “Salomone, the easy-going pirate”, are remembered fondly to this day by millions of Italians. Even after the end of Carosello, Fabbri has remained committed to TV advertising and continues to hire leading directors to help build its public image.