What does “see the elephant” mean? Where did that name come from?
See the Elephant Amaro di Rucola stands out as a particularly unique and delicious amaro with a story as interesting as it’s name. So what does "See the Elephant" mean, and where did the name come from?
The Meaning Behind the Name
Going to "See the Elephant" is an idiom that harkens back to the early 1800’s. At the time, people from all over were traveling to New York City to go see the very first elephant. Across the United States newspapers were printing the phrase “see the elephant,” which led to it’s popularity. It has since become a turn of phrase used whenever you go out into the world to see something with your own eyes - you just have to see it to believe it.
In those days, seeing an elephant was a rare and exciting experience, often associated with travel to far-off lands and encountering the unknown. The phrase came to represent embracing adventure, seeking new experiences, and broadening one's horizons. See the Elephant Amaro embodies this spirit perfectly. It encourages us to explore the diverse world of flavors, to step outside our comfort zones and discover something new.
Tasting Notes
Amaro, Italian for “bitter”, broadly refers to a class of Italian aromatic, herbal, or bittersweet liqueurs typically served as an after-meal digestif.
Arugula: The Heart of the Matter
See the Elephant Amaro distinguishes itself with its key ingredient: arugula. While most amari rely on a base of herbs, spices, citrus peels and roots, See the Elephant takes a bold approach using arugula to make our amaro. The result is a flavor profile that's both familiar and surprising.
Locally Sourced Ingredients: Quality Matters
See the Elephant is produced in Agropoli, Italy along the Cilento Coast in Southern Italy, a region renowned for its natural beauty and rich culinary traditions. Specifically, the ingredients are sourced from Parco Nazionale del Cilento which makes See the Elephant a “zero kilometer” produced amaro or “farm to bottle.” It is a beautiful region that includes the Vallo di Diano, which is a UNESCO World Heritage site. The region is in the broader region of Campania, which is where the majority of the lettuce used in Italy is grown. This is why See the Elephant utilizes arugula in the amaro - use what grows locally!
Time Tested Process: Third Generation Family Owned & Produced in Italy
Fortunately, arugula grows in the region for 11 months of the year, which allows us to make See the Elephant Amaro nearly year round. Each batch, while slightly different has the same taste due to the time tested process three generations in the making. The arugula rests on a grain neutral spirit for 2 to 3 weeks, while a few other family secret herbs and spices are included in the amaro. The result is a wonderfully complex and beautifully unique taste that can only come from amaro di rucola, See the Elephant.
Tasting Notes: A Journey for the Senses
Bittersweet Harmony: Expect a balanced bitterness, not overly aggressive, complemented by a subtle sweetness.
Nostalgic Sweetness: Reminiscent of bubble gum, eggnog, cotton candy, root beer and bitter cola.
Peppery Arugula: The distinctive peppery bite of arugula shines through, adding a unique dimension.
Herbal Undertones: A blend of secret herbs and spices adds complexity and depth.
Vanilla and Caramel: Hints of vanilla and caramel provide a smooth, rounded finish.
How to Enjoy It
Neat: Savor the complex flavors on their own.
On the Rocks: Add ice for a cold treat.
In Cocktails: Its unique flavor profile makes it a versatile ingredient for cocktails. Try it in a Black Manhattan.
See the Elephant for Yourself
Ultimately, the best way to understand See the Elephant Amaro is to experience it firsthand. Take a sip, let the flavors unfold, and embark on your own flavor adventure. You might just discover your new favorite amaro.
Awards & Testimonials
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![96 Points]()
96 Points - "Nose is sweet with caramel, allspice, mint, and orange. Palate has a bit of citrus with a bubble gum finish."
Bartender Spirits Awards
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95 Points
Chilled 100 Spirits Awards
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“See the Elephant is a great introduction to a bigger conversation that is amaro. They took a bitter, somewhat polarizing Italian ingredient [arugula] and created something smooth, well-rounded yet complex, that speaks to Italian tradition.”
Isaiah Kimball, LUCA: James Beard Nominated Italian Kitchen and Amaro Bar, Lancaster, PA.
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"See the Elephant is hard not to like."
Simon Difford
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“Cocoa and coffee on nose carries across the palate where it meets a holiday fruit cake, capped with a smooth finish.”
John Barleycorn
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Honorable Mention
FedEx Small Business Grants Program
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"That cocktail is so good! It must be the See the Elephant!"
Hailey Knight, Felix, Parisian Cocktail Bar, Charleston, SC
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91 Points - "Cinnamon, mint, strawberry, and rhubarb on the nose. Sweet cherry with herbs and roots, ginger, and cardamom on the tongue with notes of bubblegum and chocolate. Great complexity and a baked-fruit-pie-like finish."
USA Spirits Ratings
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The label sets See the Elephant apart—it really stands out. It’s like looking at the fun candy wallpaper in Willy Wonka.
Amanda Phelps, Frannie & the Fox, Charleston, SC
