I can't believe WhatTheFont can't find it. It looks so familiar to me. That S is a dead giveaway -- or at least it should be. I was sure it was in the package Adobe used to group with Brush Script, Hobo, and Dom Casual, but I can't remember the fourth one. Am I that far off?

Amber

no. it's quite close, but not a match yet.

http://www.myfonts.com/fonts/urw/amber/urw-t-normal/testdrive.html?s=ALIPASTA+S.A.&p=96

It

nice catch, santiago. ;)

http://www.myfonts.com/fonts/urw/arab-brushstroke/d/testdrive.html?s=ALIPASTA+S.A.&p=72

http://www.myfonts.com/fonts/urw/amber/urw-t-normal/testdrive.html?s=ALIPASTA+S.A.&p=72