Amaro Montenegro and Future Food launch the Call for Ideas #HumanSpirit

Amaro Montenegro, in collaboration with the Future Food Institute, officially launches the Call for Ideas #HumanSpirit in the drink innovation sector. Amaro Montenegro is a brand promoting authentic experiences through the fundamental values of friendship and sociability. The Future Food Institute acts as an ecosystem that aims to nurture agribusiness startups’ through education, research and networking.

“Within the food world – as Sara Roversi, Future Food founder, says – we are living in a moment full of transformation, but we are also more and more aware of the daily choices that we are currently making in this sector. That is the core spirit behind the Call for Ideas that we are launching together with Amaro Montenegro. This will be a challenge for makers, designers and food innovators to renovate the spirits’ values and their cultural dimension, thanks to new places, new tasting moments and digital solutions that are increasingly changing our lifestyle”.

The Call for Ideas #HumanSpirit aims to view technology from a new perspective. Technology can be considered a way of authentically enhancing social experiences in environments where creativity and human know-how can strengthen the bonds between people. A prime example of one of these moments is gathering around a table to share a drink together, be it a spirit or a cocktail.

This particular vision will be realised through four thematic areas: mixology, augmenting new drink experiences, smart bars and food alchemy.

Subscribers to the Call for Ideas could be university students, who have a core idea or want to start from zero, or startuppers, that want to showcase a developing prototype in a new challenge.

The selected team will receive 15.000 €. This amount will be split into 10.000 €, for a 3-months incubation in the Future Food sustainability and food innovation-based hub called the Scuderia – Future Food Urban CooLab, and 5.000 € that the team will receive directly.

Winners will be provided with the necessary materials and support strategies required to develop their idea further. They will also have the opportunity to connect with Future Food companies and startups thanks to events held at the Scuderia – Future Food Urban CooLab.

“This challenge, that we are launching along with Future Food – as Marco Ferrari, Gruppo Montenegro’s CEO, says – represents the deepest aim of #HumanSpirit campaign. Amaro Montenegro is a brand that embraces the innovation world, always focusing on human beings and on core values as friendship and authenticity. We really want to see and analyze the applying projects and know how young makers today look at the spirits world future”.

Applications can be sent until April 30th to the Call for Ideas #HumanSpirit official page: