Grazie! Amaretto Deli, Norwich Receives National Award


Amaretto Deli, St Georges St, Norwich took Runner-up in the Best Deli/Café Category at the third English Italian Awards Gala Awards Ceremony in Manchester, Sunday 15th October

Owner Fabrizio Fiaschi received the certificate at a glitzy gala finale event in Manchester’s Principal Hotel on Sunday evening featuring head-judge, celebrity chef Aldo Zilli.

Amaretto Delicatessen was voted into the finals of the English Italian Awards by their customers, beating hundreds of other English businesses to arrive in the final fifteen for Best Deli/Café as well as the category Best Team. The Awards reward excellence as well as rewarding the nation’s favourite Italian establishments. This is the first time Amaretto has entered the Italian Awards, the deli beating stiff competition to reach Runner-up for Best Deli/Café category at an emotional awards event.

Hailed for being reminiscent of a classic Italian style gastronomia, the Italian Awards judges praised Amaretto Deli for the high quality of food as well as its authenticity, attention to detail and customer service, led by Fabrizio Fiaschi.

Originally from Empoli in Tuscany, Fabrizio (known to his customers as Fab) has been living in Norwich for fifteen years with his wife Katy Carr and daughter Elisa. He opened Amaretto Delicatessen eight years ago, having bought Espresso, The General Store. 

Located just down the road from the Playhouse, the deli is known for having a window stacked with home-made cakes, sandwiches, fresh pizza and lunch-time hot meals, as well as the deli’s original treats, many of which Fab sources from his contacts in Italy, including pasta, coffee, pastries, biscuits, cakes, salami, olives and cheeses. Fab also stocks many local products as a firm supporter of the local food industry and a member of local organisation Proudly Norfolk Food and Drink, saying that using high quality fresh local food is the most Italian way to cook.

Fabrizio Fiaschi says:

“Amaretto Delicatessen is delighted to have won Runner-Up for Best Deli in this national award. I’d like to thank my fantastic staff who work so hard, all the customers who voted for us to get us to the finals in the first place, as well as the organisers and judges of The English Italian Awards. We feel truly honoured.”

Come and try some of Amaretto Deli’s Christmas treats for free at the Amaretto Deli Christmas Fine Food Tasting, Saturday 18th November, 2-4pm, Amaretto Deli, 16 St Georges’ Street, Norwich, NR3 1BA Facebook @AmarettoDeli, Twitter @AmarettoDeli Instagram @AmarettoDeli,,

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Editor’s Notes

Please contact Katy Carr (07919 312155), for any further information or more photos.

More about Amaretto Delicatessen

More about The English Italian Awards

@ItalianAwards #amarettodeli

Craft your own Christmas Hamper

A bespoke hamper made exactly as you want  – with no mark-up.

Here at Amaretto we have a shop full of goods that are perfect for a gift hamper; and whilst we do display some hampers in the shop over Christmas, we find most people are keen to make up their own.

The great thing about an Amaretto hamper is that they look fantastic and you pay only for the ingredients you choose and the cost price of the hamper basket – there is no extra mark-up.

We will then lay out your goodies and dress up the hamper so that you have a bespoke, individualised Christmas gift at a fraction of the cost of high street competitors.

We are full of ideas though, and can happily advise on popular hampers for loved ones of varying tastes, for example:

Un bel caffè

Do you know someone who can’t live without their coffee? Why not make up a small hamper including some our of festive looking Leonardo Moka Coffee – beans or ground version brought in from Fab’s contact in Vinci. You can pair the coffee with an Italian Moka pot; this stove-top coffee is what Italians have for breakfast, it’s like a lo-fi expresso and deliciously addictive.

La Dolce Vita

For those with a sweet tooth we have a table full of Christmas goods from Italy to fill many a hamper. From artisanal Fig Chocolate Salami, Panforte, Pannetone, Panforte, chocolate grissini, Amaretti (of course), these gifts are packaged the Italian way with paper and ribbon and are as sumptuous on the inside as they are on the outside.

Rainbow pasta, image (C) Phil Barnes Photography

Il Primo

For those who’d like to indulge in a very special main course, how about some of our twisted rain-bow pasta, and some truffle oil, speciality sauce, and some salami.

Amaretto Kitchen Classics: an autumnal recipe book

If you’re coming into the shop soon do look out for Amaretto Kitchen Classics, our first publication.

Full proceeds from the recipe book (£2.50 each) will be going to the NSPCC.

The recipe book was put together because a number of our regulars had been asking for the recipes, and said they’d like to have them in a collection.

The little booklet comprises of a few of our most popular daily specials, including Vegetable Moussaka and the Black Pudding and Potato Bake, as well as a couple of cakes.

Many thanks to Anglia Print for helping us with this and to Phil Barnes Photography, as ever, for the lovely shots.

It’s just a trial run, if people like it we might well do another one. Do let us know!

See you soon,



NSPCC logo

Support your local indy: vote for us in the English Italian Awards 2017!

Final chance to Vote Amaretto – let’s take best Italian Deli in the English Italian Awards Finals – voting closes at midnight this Thursday 17th August.

If you have a couple of minutes free, Amaretto Deli would love your vote in the English Italian Awards 2017 – let’s get Norfolk into the English Italian Awards finals! Voting closes at midnight tomorrow night.

Fabrizio used to import Tuscan deli food and deliver across Norfolk and due to these connections Fab now stocks lots of Italian specialities in Amaretto that you can’t get anywhere else. Salami includes salame Toscano, Tartufo (truffle) and Finocchiona (fennel) from Adriano Manchini. There is fresh gnocchi and pasta, lots of Italian cheeses, olives, sauces, oils, chocolates and hampers.

As well as this, Amaretto serves Italian coffee through-out the day, and even our local ice-cream is made by Parravani’s. You will always see a large queue of people at lunch-time; buying hot meals or pizza and sandwiches, not to mention the olives, cheeses and salami.

In true Italian style, Fab also stocks lots of quality local food, and is a proud new member of the local project Proudly.

People are voting for us in the regional categories of Best Deli/Cafe and Best Team – and if you felt like it, a vote for Best Italian Business would be great too.

You’ll need our details: Amaretto Delicatessen, 16 St Georges Street, Norwich, NR3 1BA.

Vote in the English Italian Awards here.

Many thanks!

The Amaretto Team

How to pair cheese with wine.

Love Cheese? Love Wine? We do too, so this week we learnt some top tips on how to put them together.

Some months ago now, Jeremy from Norfolk Wine School came in and asked us to supply some of our cheeses for his monthly wine and cheese class. On Wednesday I went along to June’s session, hosted at the lovely St Andrew’s Brew House just a few doors along from Amaretto Delicatessen. I mean if you’re going to go back to school then why not make it a wine school.

Learning how to taste.

The upstairs room at the Brew House was filled with a long table. There were lots of people sitting around the table, and at each setting, six glasses and a plate. Jeremy made a prompt start and, promisingly, we were treated to some Cava as he opened the class (something that would have helped jolly along the lessons nicely in my high-school’s physics lessons particularly). Everyone smiled and the lady opposite me took off her coat, rubbed her hands. We were off.

After we had been expertly schooled in the art of how to taste wine – swirling, smelling, checking the colour – and the key components to watch out for when pairing food and wine, we began to taste the generous cuts of cheese and the wine.

Surprisingly, Jeremy had put four white wines on the menu, only two reds. The first wine, a Sauvignon de Touraine from the Loire valley, was light in colour and body. It swirled around non-stickily in the glass, which meant that it was not too high in alcohol. We smelt, then tasted the wine. I began to zone in mindfully on things like grassy notes, and citrus. Because the grapes are produced in a colder Northern climate, said Jeremy, they are naturally more acidic. When it comes to food pairings, acidity is apparently a good thing. This low bodied wine was put together with a less intense cheese – a creamy Chèvre (goat’s cheese), also from the Loire valley. This classic match works because the cheese is salty and a bit lemony, it matches the intensity of the wine; neither outdoing, but rather complementing each other beautifully.

Moving on we went through a number of interesting wines. Each wine was very different in body and tone and each tasting taught us a new type of pairing – whether complementary, cutting, contrasting. Jeremy is independent, so we weren’t beholden to any one supplier, nor to any one type of wine. I found the most surprising wine was the fourth, a very smokey red that was paired with our local cheddar-like cheese; Smoked Dapple. The wine and Smoked Dapple amplified each other’s intensity in a way that ex-smokers might particularly appreciate.

The Amaretto match: Chianti and Pecorino.

My favourite match? A smoother than smooth Chianti with our hard Pecornio cheese from Tuscany. It’s a taste combination that is difficult to top, a classic – the tannin stickiness of the Chianti, the high acidity, the smoothness meaning that it’s a great pairing with food generally – with pasta, tomato sauces and particularly the salty, medium bodied, addictive Pecorino we had on the plate on the night.

We finished with a sweet desert wine paired with our creamy blue cheese, the Roquefort. The contrast between the two was a very enjoyable sensation. Everybody lingered at the end, finishing what was left in the bottles of wine, chatting. There was a great atmosphere in the room, which had been nurtured by Jeremy’s friendly and professional style of schooling. We’d all been encouraged to chat, ask questions, answer questions and above all to eat and drink attentively which all added to our enjoyment.

Get the knowledge.

Jeremy runs these classes monthly so if you’re interested in going along and finding out more about how to become an excellent cheese and wine match-maker then do book up early. The classes normally sell out well in advance. Do also check out the many other wine tasting courses available. The Norfolk Wine School offers full courses or various monthly tasters like this one. Find out more at Norfolk Wine School. 

If you are then inspired to try some pairings at home, do of course come into Amaretto to browse our cheeses – and you should feel free to ask for a taster first.