Entrepreneur Gian Germano Giuliani, heir to the pharmaceutical company producing the eponymous bitters, has died at the age of 88. The company was created by his grandfather, Germano Giuliani, a native of Trento who bought a pharmacy in Milan in the late 1800s. Gian Germano took over the reins of the company in the 1950s, expanding its product range. From the same period is the success that the digestive won among the general public also thanks to television commercials on Carosello. A dynamic personality, a lover of sports and social life, Gian Germano Giuliani, known as "Pippo", had also previously been a member of Inter's board of directors. The entrepreneur's marriages were also famous: in his first marriage he married Bedy Moratti, Massimo's sister. In 1972, however, was his marriage to Isa Stroppi, a model, whom photographer Richard Avedon called "the most beautiful woman in the world". Upon Isa's death, Giuliani purchased an entire page of the Corriere with the woman's face and the dedication "Ciao Isa". Meanwhile, the entrepreneur had married for the third time to Cuban Ilenia Iacono.