In 1945, the cherry harvest was especially abundant in the hills of Vignola.
In their small lab, brothers Giancarlo and Lanfranco Toschi had an insight:
to make an industrial production out of the family tradition of preserving fruit in alcohol.
So, from cherries in spirit, the Toschi story began.
Initial production was centred on cherry in spirit, distilled fruits and fruit liqueurs. Among the local cherry varieties, another product became iconic: the Amarena Toschi, pitted and candied in syrup. Fresh fruit processing set off the first syrup line. After Toschi Susetta, a plum spirit, 1949 became the year of the Cherry Brandy liqueur prepared with an infusion of Moretta, the black Vignola cherry.
The friendship between Giancarlo Toschi and Enzo Ferrari gave rise in 1953 to an important partnership between the Toschi and Ferrari brands.
World champion pilot Alberto Ascari was the testimonial of a limited edition gift pack: a miniature of the red F1 race car model containing three bottles of Toschi liqueurs.
In 1959, Giancarlo Toschi laid the first stone of the new plant in Savignano sul Panaro (Modena), to this day the company’s headquarters. The Toschi brand entered the global market with initial exports to Germany, United Stated, South America and Australia. In 1969, the production of Nocino di Modena also began.
Vision and flair marked the Seventies, the time of the official launch of a product with lasting iconic status: the Frutta Spiritosa (Hilarious Fruit, literally, but the play in words refers to fruit in spirit having wit, being funny). Il jingle “Toschi la frutta spiritosa” risuona nelle prime campagne pubblicitarie sui canali televisivi più importanti dell’epoca.
The Nocello, an intense and fragrant walnut infusion, joined the range of liqueurs. In 1986, the Topping line was introduced.
With the patronage of the company, in 1981 the Study Centre of Vignola established the Golden Cherry Prize, an award that pays tribute every year to personalities native of the Emilia region who stand out for merits in the social, cultural, industrial, business sector, in sports or humanitarian activity. Some of the winners are Enzo Ferrari (1981), Luciano Pavarotti (1982), Luca di Montezemolo (2000), and Massimo Bottura (2008).
The tradition of fruit liqueurs continued with the creation of Mirtillì and Fragolì, infusions of whole blueberry and wild strawberry and Lemoncello.
Investment and expansion of resources for the artisan gelato sector led to the creation of Toschi La Gelateria, a division dedicated to the production of ingredients and semi-finished items for gelato.
The success of Toschi products around the world led to the decision of set up
two sales offices outside Italy: Toschi USA in 2016 and Toschi UK in 2017.
With wholesomeness and food awareness rising, in 2019 Toschi launched the Drinks of the ZERO+ line: preparations for beverages with no added sugar, zero calories and no artificial flavourings.
The KeToschi line, established in 2021, comes from continuous experimentation in the world of ice cream. It is an innovative product for the preparation of ketogenic ice cream, with low sugar content and rich in fibres.
In 2022, the Toschi brand has been officially recognised as historical Trademark of national interest. A phase of renovation and modernisation of the brand’s image began with the family’s third generation taking on management roles and with the restyling of the most iconic product: Amarena Toschi.
Casa Toschi, a space located just a few metres away from the company’s historical production site, is open to the public and welcomes both professionals and consumers. In addition to the store for sales to the public, Casa Toschi hosts events and Gelato/Pastry and Mixology demos. The venue is also used for Academy and Incoming dedicated activities.
To meet the growing trend of products reducing excessive consumption of sugar, the new Zero+ line dedicated to Toppings was created. These toppings for gelato and desserts are sugar free creams, high in fibre content and with 50% less calories compared to the standard recipes.
The transition from awareness of Toschi’s mission and vision to choosing a strategy that effectively communicates to our customers and partners the quality, benefits, and services they entail lies in our identity. We started from what we have always done well and, by placing all our stakeholders at the center, we began making it increasingly visible.
In 2025, Toschi Vignola reaches an important milestone. The rebranding of the entire range becomes an opportunity to embrace new challenges, enhance the creativity and professionalism of our brand, and bring the unmistakable taste of our products to the world.
Can candied Amarena have zero added sugars? Only if it’s Zero+. The Zero product line expands with the new Amarena Zero+ range, the first candied Amarena with no added sugars or colorants to enter mass retail.
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