Limoncello: Lessons for Beating the Competition
Italy has no shortage of limoncello vendors or storefronts claiming to have the “best.” Given the level of competition, it is a wonder how small, family-owned limoncello productions stay in business, but I’ve seen first-hand that they do. In a prior trip to Praiano, a sleepy little town nestled between Positano and Amalfi, sits an unassuming shop called Il Gusto Della Costa, owned and operated by Valentino and his nephew. I stopped in for a brief limoncello-making lesson followed by a sampling of their limoncello and marmalade. It was unbelievably good.
Eighteen years ago, Valentino opened Il Gusto Della Costa with a simple limoncello recipe and a passion for making customers smile. During the tour and tasting, Valentino shared the secrets of how he has stayed in business, gained world-wide notoriety for his quality products, and buried his competitors.
1. Size Doesn’t Matter: Valentino knows there are plenty of factories and businesses throughout Italy that claim to make the best limoncello. In fact, most tourists (and even some locals) are hard-pressed to choose one brand over another. Advertising is everywhere, and big companies have a far enough reach to shelve their products all over Italy. To Valentino, this is irrelevant. He focuses on making the best product using the most efficient processes that highlight seasonal ingredients. Being the best is not about having the biggest operation; it’s about producing the best results.
2. Quality Does Matter: People often make decisions based on cost instead of quality. Valentino’s limoncello distillery exclusively uses locally-sourced ingredients—I mean, why wouldn’t you do that, when the coast of Italy grows lemons the size of small tortoises. Baskets of fresh lemons are delivered daily to his shop by a woman who walks down 95 steps from the terraced lemon groves above. This is the way he has sourced his ingredients for eighteen years. Generally, when demand begins to grow, quality gets pushed aside in favor of quantity. But remember how Valentino does it: quality is what sets you apart from the others.
3. Service with a Smile: Everyone loves a good deal, but, as Maya Angelou famously said, “people will never forget how you made them feel.” When you walk into Il Gusto Della Costa, you feel like family. A space is cleared in the back kitchen as they continue to peel baskets of lemons in preparation for the latest batch of limoncello or lemon marmalade. Valentino grabs a lemon and skillfully demonstrates how each lemon is peeled by hand. Depending on the skin, some lemons are used for limoncello and others are set aside for marmalade. While he's speaking, Valentino places one lemon peel in each person’s hands because he wants you to smell the fruit before tasting the result. He draws you into his world. He makes every visitor feel important and connects them with what he is doing. Valentino has made the determination that visitors to his shop aren’t just customers, they’re also students; they’re also family.
4. Passion Before Perfection: As Valentino pours samples of his limoncello into tiny plastic Dixie cups, he describes the process and the flavors each person will experience. He communicates his passion and love for his artistry. He wants you to anticipate your tongue tasting the tart lemon combined with the sugar and alcohol. Limoncello, when made right, highlights the lemon, but provides a balance of ingredients that result in a perfected recipe, years of experience, and a love for life. This is a tiny masterclass in communicating your passion and mission.
5. It Means Little If You Don’t Give Back: Valentino emphasizes the importance of using only the freshest ingredients and never any chemical additives. All of his quality products are made from all-natural ingredients. He does not allow any part of the lemon to go to waste. Once the lemon peels are strained from the limoncello, they are set aside to dry out. He then bottles the rinds that were soaked in alcohol to use as a natural kindling that he distributes to the community. These rinds are used when barbecuing meats for family dinners or special occasions. The lemon piths are gathered and used as fertilizer for the lemon trees. Valentino makes it a point to give back to the lemon trees as a sign of respect for the fruit they bear. Do you want the support of your community? Follow Valentino’s example—acknowledge and find a way to give back to those who support your success.
The next time you find yourself along the Amalfi Coast or in your favorite local Italian restaurant, order some limoncello (cold but never iced). When you taste that perfect balance of tart and sweet, hopefully you’ll also notice the passion, dedication, and hard work that went into crafting that experience. Even for those of us not destined to live out our days on the sunny Amalfi coast, there are still lessons to be learned here. Valentino shows us the importance of following your passion, taking great care to preserve authenticity and quality, and giving back to our communities.
When life gives you lemons, make limoncello. Ciao!
