There are stories that originate far from home, yet speak profoundly of one's roots.
The story of F.lli Lorè begins in Milan, where in 2019 they founded AltaRè, a place designed to tell the story of Puglia through hospitality, flavors, and conviviality. Not just a simple venue, but a meeting point between two worlds: metropolitan energy and the authentic identity of Puglia.
It was precisely behind the counter of AltaRè that a simple yet ambitious idea took shape: to create an aperitivo that was truly Apulian. Not an interpretation, but a real alternative to the Milanese aperitivo.
Thus began a long research journey. The Lorè brothers started exploring the native botanicals of Puglia, selecting ingredients that could express scents, memory, and identity.
Rosemary, bay leaf, sage, cardamom, rose, chamomile, sour cherry, and peach.
Familiar, everyday elements, but never before told together in this way.
Years of trials, tested recipes, revised balances, and tastings shared with customers and friends followed. A process of listening and sensitivity, where each ingredient finds its place until an authentic balance is achieved.
What began as an internal experience at the restaurant soon became something more. Positive feedback, customer enthusiasm, and the desire to take that story beyond the walls of AltaRè prompted the Lorè brothers to take a decisive step.
Thus, Il Murgia was born: the first aperitif that embodies a true Apulian concept. Not just a product, but a synthesis of territory, research, and vision.
An aperitif born in Milan, but speaking the language of Puglia.
…and that, sip after sip, invites you to slow down, share, and rediscover the most authentic meaning of being together.
