Rino Dondi Pinton, the genius who turned an idea into a worldwide success, passed away Saturday night at the age of 103. He was the father of Cynar, the “bitter” symbol of the Italian aperitif, which left an indelible mark on the history of beverages. In 1950, at just 27 years old, Pinton was in charge of production at the G.B. Pezziol distillery in Padua, where, together with the Dalle Molle brothers, he created a unique bitter-digestive based on the beneficial properties of artichoke. Cynar's secret formula, still guarded today, gave birth to an icon of Italian drinking. Cynar's success was supported by an innovative communication strategy, with the introduction of an unforgettable commercial featuring actor Gino Calindri. The famous slogan "Cynar, against the wear-and-tear of modern life" entered the hearts of Italians, and between the 1950s and 1970s the drink became a must-have. Pinton traveled the world to promote his creation, introducing Cynar in places as far away as Japan, Paris, and Brazil. After a period of less popularity, the brand has experienced new appeal in recent years, including among the younger generation, thanks to collaborations such as the one with Campari for the Spritz and with Venezia soccer club, whose logo has been included on the team's jerseys.