Giovanni Gerbi (Asti, 04/06/1885 – Asti, 07/05/1954) , il Diavolo Rosso del ciclismo italiano, è stato uno dei personaggi più popolari dell'epoca pionieristica del ciclismo.
The Amaro del Diavolo Rosso project was born from the discovery of an original bottle dating back a hundred years. This was one of the bottles Gerbi used to give to customers who bought his bicycles. The bottle containing a reddish liqueur appears to be the same ratafià sung by Paolo Conte in the song "Diavolo Rosso." Today, his heirs, in collaboration with their friend Distillerie Della Valle, want to pay homage to their ancestor by reissuing his liqueur, revisiting the recipe and transforming it into a bitter liqueur, thus keeping alive the memory of this sporting hero.
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