Overview: See the Elephant Amaro di Rucola announces placement in 99 Fine Wine & Good Spirits stores across Pennsylvania following a significant one-time order from the Pennsylvania Liquor Control Board. This expansion marks the largest single placement in the brand’s history and returns the product to its home state.
The Full Story
The state where the brand began now becomes its biggest retail footprint yet, as the PLCB places a significant one-time order of the arugula-based amaro from the Cilento Coast of Italy. See the Elephant can now be found on shelves in Fine Wine & Good Spirits stores across the Commonwealth — the largest single placement in the brand’s history, and one that returns the amaro to the very state where it first launched. The order spans more than 20 counties, from Philadelphia and its suburbs to Pittsburgh, Erie, Scranton, Harrisburg, State College, and Lancaster.
For See the Elephant Amaro founder Kyle Harder, the moment is both a business milestone and a pleasant memory. Pennsylvania was the first state to say yes to See the Elephant. Now it’s the state making the biggest bet on it. “You won’t know until you go — that’s been the whole idea since day one,” said Kyle Harder, Founder and CEO of See the Elephant. The relationship See the Elephant’s distributor in Pennsylvania, Oasis Wine & Spirits, has with the buying team at the PLCB created the opportunity. It was a real collaboration to get See the Elephant to shelves in Pennsylvania.
Production & Profile
See the Elephant Amaro di Rucola is produced in Agropolion on the Cilento Coast of Campania, Italy, made from arugula by a multigenerational Italian family with over 65 years of production history. Named one of Punch magazine’s “10 Essential New School Amari” by Brad Thomas Parsons, the amaro was designed as a gateway amaro: bitter enough to be honest, smooth enough to invite a second sip. The product is made from arugula on Italy’s Cilento Coast — a UNESCO-recognized birthplace of the Mediterranean Diet.
Brand & Industry History
The brand originated in Pennsylvania and is currently distributed in 28 states across the United States. Named one of Punch magazine’s “10 Essential New School Amari” by Brad Thomas Parsons, See the Elephant is imported under HTH Imports. The brand also owes a debt to the people who believed in See the Elephant long before there were 99 doors to walk through. In Lancaster at award-winning Italian restaurant LUCA, Chef Taylor Mason and lead bartender Isaiah Kimball were among the very first to pour it for guests.
What This Means
The expansion arrives as amaro continues its climb from bartender’s secret to mainstream curiosity. Industry research pegs the North American amaro market’s annual growth at roughly 8% through the next decade, fueled by craft-spirits enthusiasm and the spread of European drinking traditions into American bars and homes. Globally, the category is on pace to nearly double in value by 2033, driven by a renewed appetite for heritage spirits and increasingly adventurous, botanical-driven drinking habits.
Consumer Takeaway
Pennsylvania consumers can find See the Elephant Amaro di Rucola at 99 participating Fine Wine & Good Spirits stores across the Commonwealth — from Center City Philadelphia to Pittsburgh’s Strip District, and dozens of towns in between — retailing at $44.99. For Pennsylvania drinkers picking up a bottle for the first time, four suggested serves are a great place to get started: Black Manhattan — 2 oz rye whiskey, 1 oz See the Elephant, Angostura and orange bitters; Italian Espresso Martini; Amaro Spritz; or Paper Plane. Pennsylvania drinkers curious to taste before they buy will have their chance this fall at the Philadelphia TASTE! Festival, October 16–17, 2026, at Valley Forge Casino Resort.
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