1920s - 30s.

So began the production of alcoholic and non-alcoholic syrups,first and foremost mint and grenadine. During the same period, Fabbri's most famous product made its début: amarena,inspired by a recipe for "marena con frutto" (fruit marena), by Gennaro's wife Rachele.The amarena jar with its unmistakeable blue and white decorations was also created at this time. Gennaro commissioned the jar from Gatti, the ceramic artist based in Faenza, as an affectionate gift for his wife to thank her for inventing this new product. It immediately became a feature on bar counters the length and breadth of Italy. At that time, nobody could have foreseen that the jar would lead to Fabbri becoming a household name all over the world.
During these years, the second generation made its appearance: Romeo and Aldo played an active part in developing the business, helping their father to create a marketing strategy that was revolutionary at that time. Aldo and Romeo travelled around Italy, advertising the Fabbri brand in two legendary cars, the Isotta Fraschini, "car of the stars", and the Itala, driven in the famous Paris-Peking rally of 1907. Business really began to take off…

The 1930s marked the arrival of cherry liqueur, which was an instant success, while production continued to expand, especially the jams, which were to become all-important products during the war years.
The company was taken over entirely by Gennaro's sons, and in 1933 its name was changed to "Ditta G. Fabbri di Aldo e Romeo Fabbri". Just before his death, Gennaro acquired the Bar Centrale, which his sons turned into a sophisticated place where people could sample and buy all of Fabbri's products. The first of its kind, the bar stayed open 24 hours a day, becoming a popular meeting place for the city's youth and high society.