UNA STORIA DI FAMIGLIA
Since 1926, AVENA has embodied the essence of quality Italian soft drinks. Born from Michele Avena's intuition in Potenza, the company has traversed nearly a century of history, overcoming challenges such as the 1980 earthquake and embracing innovation without ever losing sight of tradition. Led by four generations of the Avena family, the company has evolved its production from a small factory to a modern soft drink industry, always maintaining intact the passion for quality and authenticity of flavors. Today, AVENA continues to refresh Italy with its iconic beverages, uniting the heritage of the past with the energy of the future.
TODAY
A Century of History, A Future of Innovation
Almost a hundred years after that distant 1926, the audacity of Michele Avena, the pioneer great-grandfather, continues to live on. Avena is today a modern soft drink industry, but the artisanal heart still beats strong. The dedication to quality and mastery in creating unique beverages are the legacy that guides our every action.
2023
Our history is a fascinating fusion of tradition and modernity. The latest work of upgrading and replacing the facilities was completed in 2023.
2016
Towards New Horizons
With the fourth generation. Alfredo and Domenico join Avena, bringing new ideas, modernity, and expertise to be made available for the development of the industry.
2000
The Avena brothers' intuition is to relaunch a recipe they loved so much, with a citrusy, healthy, and genuine flavor, with a natural and slightly bitter aftertaste. The Avena orange soda.
1990
The Handover
The third Avena generation makes its entrance. Young Michele and Anna, Alfredo's children, bring fresh energy and new ideas. Tradition merges with innovation, preparing the company for the new millennium.
1980
Rebirth after the Storm
The earthquake shakes Irpinia and Avena. But it doesn't break them. From the rubble, a new warehouse is born. Cutting-edge machinery increases production tenfold. It's proof that Avena knows how to turn challenges into opportunities.
1972
New Roots, Same Passion
Avena's heart beats stronger. The old headquarters is no longer enough. They move to Via del Gallitello in Potenza, a district blessed with pure spring water from Fossa Cupa. It's here that the Avena magic will continue to take shape.
1965
The Era of the Avena Brothers
Don Alfredo, the genius behind the current Avena soda recipe, and his brother Alberto, inseparable partner, take the reins of the company. They buy the shares of the other brothers, giving life to Fratelli Avena by Alberto and Alfredo Avena. It's the beginning of a new era.
1940
A Community at Work
The Potenza plant is teeming with life. Thirty people, men and women, work side by side. Skilled female hands are dedicated to candies and liquors, while men bottle the already famous Avena soda. A small world that produces sweetness and freshness.
1926
The Birth of a Dream
In a bustling Italy, Michele Avena brings his dream to life. He takes over a small beverage and ice factory, christening it "Avena Bibite". It's the beginning of an adventure that will span a century.
The story of Avena is a treasure preserved in the memories and traditions that each generation passes on to the next. It's a bridge between past and future, a family tale that continues to write new, exciting chapters.