ILLVA SARONNO’S INTERNATIONAL BRAND ADVOCACY PROJECTS: THE SUCCESS OF “TALES OF THE COCKTAIL 2024” AND THE “50 BEST BARS” RANKING EVENTS
The second half of 2024 has proven to be a period of great success for Illva Saronno‘s brand advocacy strategies. Participation in the 2024 edition of Tales of The Cocktail, held in July in New Orleans, provided extensive visibility for all the brands in the company’s portfolio.
Notably, with the new “Disaronno House” format, Illva Saronno brought its flagship brands — such as Disaronno, Tia Maria, Sagamore, Engine, and The Busker — together under one roof at the exclusive Peychaud’s Bar in New Orleans. This was the perfect opportunity to engage with the international bartender community and showcase the innovation, creativity, and tradition that Illva Saronno’s product catalog offers to the contemporary mixology landscape.
This “global” approach also led to outstanding results at the recent Bar Convent Berlin, one of the most important trade shows in the spirits industry, held from October 14th to 16th in Berlin. Illva Saronno took full advantage of the event, gaining significant visibility through two large and impactful stands:
- The first, dedicated to Disaronno Originale, Disaronno Velvet, Tia Maria, and Engine (Hall 18, Stand 18D07)
- The second, focused on “Barrel Aged” products, including Florio, The Busker, Rump@blic, and Sagamore (Hall 18, Stand 18E01).
Two exceptional masterclasses rounded out the company’s presence, attracting a wide audience of visitors: a seminar titled “Irish Whiskey: The Rise, Fall, Resurrection, and now Revolution” with Woody Kane, Peter Cooney, David Elder e Darryl McNally, and an event titled “The Rebirth of Fortified Wines” with Simone Caporale and Fabio Boldini.
The same creative and enterprising spirit, always driven by the pursuit of new industry trends, also fuels the ongoing sponsorship of Disaronno and Tia Maria at the annual “50 Best Bars” awards events. These international recognitions celebrate excellence in mixology and hospitality. At the final night of the Asia 50 Best Bars in Hong Kong last July, Disaronno presented the award for best “new entry” in the rankings to Bar Leone in Hong Kong, which also claimed the top spot in the city’s bar rankings. This was a remarkable achievement, as was the impressive 3rd place secured by Jigger & Pony in Singapore’s best bars ranking, sponsored by Tia Maria.
The spotlight will once again shine on Disaronno and Tia Maria on October 22nd during the finals of the World’s 50 Best Bars awards in Madrid, celebrating the best bars worldwide, selected by a panel of over 250 experts, including bartenders, journalists, and influencers.
Illva Saronno’s presence at the year’s most important industry events has solidified the company’s ambition to establish itself as a leader in the spirits sector. By bringing the innovation and tradition of Italian excellence in beverages to the global stage, Illva Saronno continues to inspire the leaders of international mixology, redefining quality goals in the industry and setting ever higher standards.
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