Not the name of a distillery, a place, or a historic recipe, but the name of a man. "Turi" is the Sicilian diminutive of Salvatore and was the name of the founder's father, the grandfather of his children. When Nonno Turi was established in 2020, it was conceived as more than a brand. It was a way to preserve a family presence, carry forward personal values, and transform memory into something lasting.

What emerged from that deeply personal inspiration was a project that seeks to present a different vision of Sicily.

The brand was initially launched with artisanal bakery products, drawing on local traditions and craftsmanship. Over time, however, its focus evolved toward premium spirits. That shift was not simply a change of category. It reflected a broader ambition to reinterpret Sicily through a contemporary lens, moving beyond the folkloric imagery and familiar narratives that have often defined how the island is presented to the world.

At the centre of that vision stands Mount Etna.

Europe's most active volcano is more than a geographical reference for Nonno Turi. It serves as the brand's creative and philosophical foundation. The volcanic landscape, shaped by constant transformation, inspired the idea that raw natural elements can become something refined and expressive. Just as lava reshapes the land and eventually creates fertile ground, the brand seeks to transform carefully selected ingredients into distinctive spirits that reflect both place and purpose.

This philosophy influences every aspect of the project, from the products themselves to the visual identity that accompanies them.

The first expression to emerge from this vision is EtnaLime, a premium Sicilian elixir that draws directly from the landscapes surrounding Mount Etna and the wider island.

Produced using Sicilian limes, wild Etna nepitella, and Sicilian sea salt, the elixir combines ingredients that speak clearly of their origin. Nepitella, an aromatic herb related to mint and found around the slopes of Etna, brings freshness and complexity. Sicilian sea salt adds depth and balance, while the limes provide vibrant citrus character. Together, these ingredients create a profile that is rooted in Sicily yet distinct from more familiar regional liqueurs.

EtnaLime was never intended to be another version of limoncello.

Instead, it was conceived as an alternative. The aim was to create something more contemporary, more refined, and more aligned with changing consumer tastes. Rather than relying on established conventions, the product explores a different expression of Sicilian citrus, balancing brightness, freshness, and savoury nuance in a way that reflects the brand's broader philosophy.

That philosophy can be summed up in a single idea: respecting tradition without being constrained by it.

The connection to Sicily remains fundamental. The ingredients are Sicilian. The inspiration is Sicilian. The family story is Sicilian. Yet the presentation and ambition of the brand are firmly modern. Nonno Turi does not seek to recreate the past. It seeks to build upon it.

This approach continues to shape the brand's future development.

The company is currently working on a new amaro that will expand the portfolio while remaining faithful to the identity established by EtnaLime. As with the first release, the project focuses on ingredient research, authenticity, and a strong sense of place. The objective is not simply to add another product, but to continue exploring how Sicily's landscapes, botanicals, and traditions can be interpreted through a contemporary premium spirits lens.

For consumers and trade buyers, Nonno Turi represents a new generation of regional brands. It combines provenance and craftsmanship with a clear design vision and a modern understanding of how local stories can be communicated globally. Its connection to Sicily is genuine, but it avoids the clichés that often accompany products from the region.

Image: 2026 London Spirits Competition Gold Winner - Etnalime

What ultimately distinguishes Nonno Turi is the way it connects family, place, and creativity into a single narrative.

The brand honours a grandfather while looking toward future generations. It draws inspiration from one of Europe's most powerful natural landscapes while creating products designed for contemporary drinkers. And it demonstrates that Sicily's story is still evolving, shaped not only by its history but also by the people willing to reinterpret it.

Like the volcano that inspires it, Nonno Turi is built on transformation. From family memory to modern identity, from raw ingredients to refined spirits, and from tradition to innovation, it offers a fresh perspective on what a Sicilian brand can be.

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