Spanning over the two days of Cocktail Spirits this year (4 + 5 June) , Le Bar Rouge x Campari Academy covered several pivotal topics for bartenders and hospitality professionals: from inclusivity and diversity, to budget management, ranging all the way to education, inspiration, attention to detail, and bartending technique.

Here’s a rundown of our speakers and their talks form Le Bar Rouge x Campari Academy.

Sam Orrock, Wax On, Berlin – ‘Small-budget bar with big-budget dreams’

Sam Orrock is the owner of Berlin’s Wax bar.

He started out as the bar manager at Matt Whiley’s Peg + Patriot in London, before moving on to be the bar manager at Scout, also helmed by Whiley. He was then the group bar manager at Adam Handling London, before dedicating himself to Wax On.

Wax On is a low-key neighbourhood bar, focusing on not only a modern approach to cocktails, but also healthy hospitality, striving for its team to achieve a satisfying work/life balance.

Watch his talk below.

Jack Muirhead, MAD Academy, Copenhagen – ‘MAD Academy – the importance and the impact of education’

Jack Muirhead, is the manager of MAD Academy and a former bartender of 15 years with experience in some of the world’s greatest bars, including Sydney’s Bulletin Place and Bar Gyu+ in Hokkaido, Japan.

Drawing from his practical experience and a genuine passion for food, beverage, and service, Muirhead now hosts and teaches at MAD Academy.

Based in Copenhagen, it offers courses on business, leadership, and sustainability that are specifically built to address the pressing needs of bartenders, cooks, servers, and hospitality craftspeople around the globe.

Watch his talk below.

Lorraine Copes, Be Inclusive Hospitality, London – ‘Be authentic, be international, be inclusive’

Lorraine Copes is a multi-award-winning social entrepreneur, hospitality consultant and life coach.

Having spent two decades as an executive director for brands (Gordon Ramsay Restaurants, Corbin & King), Lorraine felt compelled to form Be Inclusive Hospitality CIC in 2020 due to the consistent lack of representation of people of colour in positions of influence and the supply chain.

BIH now holds the prime position of igniting much-needed conversations and delivering initiatives to advance change within the hospitality, food, and drink sectors.

Watch her talk below.

Erik Lorincz, Kwānt, London – ‘The guest experience still matters’

Originally from Slovakia, Erik Lorincz honed his craft in London, climbing up to international recognition and being crowned as champion in one of the most prestigious cocktail competitions.

He served as the 10th head bartender at the iconic American Bar at The Savoy, before opening his own cocktail bar, Kwānt.

Passion and dedication for classic mixology are his trademark, together with exquisite technique and unparalleled hospitality.

Watch his talk below.

Alex Frezza, L’Antiquario, Naples – ‘How the hell did I get here? 10 things I learned opening my first bar’

Former architecture student, Alex Frezza is co-owner of L’Antiquario in Naples, Italy.

Fine-tuning his craft following the footsteps of cocktail visionaries such as Sasha Petraske and Salvatore Calabrese, Frezza managed a cocktail catering business (and still does) before opening his speakeasy, bringing it to the international spotlight in the past few years.

His beliefs revolve around perfect hospitality, deep classic culture and a profound respect for his trademark white jacket.

Watch his talk below.

Maria Canabal, Parabere Forum, Nice – ‘Driving gender balance in hospitality’

Maria Canabal is a world-renowned journalist and author, and founder of Parabere and Parabere Forum.

Created in 2015, Parabere’s database lists more than 8,000 women who are chefs, sommeliers, food producers, scientists, anthropologists, innovators and other experts from all over the world.

It provides a resource both for storytellers and conference/festival organisers looking beyond the predictable, to enhance their articles and programmes with strong female voices.

Parabere Forum aims to promote female talent and its database is a directory and community for all.

Watch her talk below.

Constanca Cordeiro, UNI, Lisbon – ‘UNI – FLAVOUR’

Constança Cordeiro has over 15 years of experience in hospitality. During her four years in London, Cordeiro reached the top 10 of the prestigious Diageo World Class UK 2017, and was announced winner of Time Out UK’s ‘The most creative menu in London’ award, while heading up Peg + Patriot under the mentorship of Matt Whiley.

Returning to Portugal, she opened her first venture Toca da Raposa in 2018 with a menu focusing on the use of fresh Portuguese produce, seasonality, foraging and supporting local producers.

Now, Cordeiro has opened her latest project, UNI. Here she immerses her guests in an avant-garde den where she applies a more experimental approach to her menu.

Watch her talk below.

Daniel Waddy, Satan’s Whiskers, London – ‘The general principles of roundbuilding’

Daniel Waddy is lead author of Roundbuilding, a book that delves into the practical side of cocktail bartending.

Currently celebrating 20 years behind the stick, Waddy believes that traditional methods are still as relevant as ever in the evolving world of modern bars.

Having initially worked in nightclubs, a move into restaurant bars and an interest in cocktails prompted a move to London in 2010, where he spent a few formative years working for Jonathan Downey.

During this time Waddy met Kevin Armstrong and when Armstrong opened Satan’s Whiskers, it seemed like the next step. The two have now worked together continuously since 2014.

Watch his talk below.

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On Tuesday, Campari Academy Creative Director Monica Berg and Behind Bars designer Samantha McRae took Stage D on a journey, outlining the process from planning to opening a bar: the exact order of the key activities, very often incorrectly pursued, marks a huge difference between success and failure. While many bartenders or entrepreneurs focus on designing first, before going on to build a space, scan the market and then eventually tailor a concept to fit the environment they have created, it really should be the opposite. The whole idea should be developed on paper as a first step, conceptualizing every aspect of it, deep into details; a successful and sustainable bar is made of many particular angles that need to be outlined, such as music and lightings, like Sydell’s Vice President of Food&Beverage Leo Robitschek pointed out as seminar guest. Or a strong brand identity, a cornerstone for a satisfying bar business, that builds on social media presence, visual impact, and coherent communication, all discussed by Unseen’s owner Milo Occhipinti. How tall should a bar stool be? How heavy can ice financially impact a bar, and what to do to protect the electric system of your space? Following the Perspectives docuseries footsteps, the crowd witnessed the path to ultimately get to open the bar of their dreams.

Campari Academy’s Perspectives’ latest episode, Design & Technology, was the centre of the attention during the Bar Show’s two days: Campari Academy, now officially launched in Greece, welcomed visitors to its eye-catching booth, to try out the virtual reality system operated by the Oslo based design studio Behind Bars. This innovative design tool gives bartenders the opportunity to virtually inhabit the space they imagine, smoothing edges and adding particulars on the go, while testing their own bar. Two sample bars were showcased during the virtual experience: a classic setup, which carried the common, often non-functional features of a poorly designed environment; and a perfectly optimized one, where tools, hardware and anything a bartender might need is within reach, to minimize movement and maximise production and income. Wearing a VR headset, the user could enter a 1:1 scale model of a bars, where they can experience design changes and interact with the surroundings first hand. Whether it was a deeper ice well, a shorter station or a wider bar top, bartenders’ desires come alive on the screen, for them to test what could become their workplace in the future.

Learning and growing as professionals and human beings are pivotal opportunities for bartenders, specially when it comes to dealing with the weeds of the industry, being it the long shifts or the creative effort, only to name a couple. Three of the most respected names in the business walked the main stage on Wednesday, to dive into what being a mentor and following one really take: award winning bartender and author Lauren Mote was joined by Monica Berg and Connaught’s Bar Director of Mixology Ago Perrone, unveiling an acronym that said it all: Method, Ego, Necessity, Time, Optimization, Responsibility. As Monica Berg stated, “mentorship is not a one-size-fits-all matter”; the relationship between teacher and mentee is one to be nurtured with mutual respect, instinct (“trust your passion, find the ones who inspire you and follow them”, as Perrone said), sacrifices and most importantly attitude to listen and empathize, from both sides of the equation.

Speaking of acronyms, TAOS was amongst the most anticipated protagonists: The Art of Shaking, a project by acclaimed bartender Simone Caporale and Luca Missaglia, that focuses on creativity and inspiration. The two Italian characters underlined how art and mixology are strongly connected, pointing out how TAOS aims to build a bridge between bartenders over the world, connecting them through the lens of liquid masterpieces and creative minds. There was room for edutainment too, in the signature Ian Burrell style. With his trademark colourful and enticing speech, the Global Rum Ambassador brought a deep and curious question to the stage: when is a rum not a rum? Covering the sugarcane distillation in its whole essence Burrell explained, in his way, how all rum is made from sugarcane, but not all sugarcane spirits are rum.

To move forward and evolve, one must also look back and absorb what the past has to teach. Classic mixology played a big role at Athens Bar Show, thanks to seminars that focused on the importance of what happened before us. Legendary drinks historian David Wondrich focused on bar people instead, for a trip down memory lane that from the Gold Rush era in the United States landed all the way to Europe and One of the most iconic bars in the world. Wondrich, author of bestseller books such as Imbibe!, Punch: the delights (and dangers) of the flowing bowl and The Oxford Companion to Cocktails and spirits, set the beginning of his talk in the 1860s California, where former sailor Jerry Thomas had arrived after some tumultuous journey; he went on to become the most famous bartender of his era and probably of all time, breaking ground with his 1862 book How to Mix Drinks for others to follow. Case in point, Ciro Capozzi was Thomas’ colleague, and from him learned tricks of the craft before starting a remarkable legacy in 1892: back in Europe, in Monaco, he founded the first Ciro’s, establishing a link between American and old continent’s cocktail bars. Capozzi sold his business in 1911 to an English group, that opened a number of Ciro’s all across Europe; it was in one of those, in London, that Harry McElhone was employed after World War I, before moving to Paris and buying the legendary Harry’s Bar in 1923, to these days still running and serving its signature Bloody Mary.

Highlighting the program on Day 2 was a stimulating conversation about one of the most controversial topics of the moment: celebrity agave spirits and their impact on the industry. With the ever-expanding interest in tequila and mezcal, celebrities and VIPs started launching their own brands, paying little attention to the environmental needs of agave (ten years are needed for the plant to properly develop, and two more for the soil to recover its properties after harvesting), while at the same time causing a cultural clash. Very often not respecting traditional production guidelines, these brands are inflating the agave spirits demand, though lowering the general quality, thus getting the consumers used to sub-par experience. Nikos Zisis, Gabriela Moncada, Romain Llobet, Stefano Francavilla, Jesse Estes, George Bagos, Roberto Artusio and Christian Bugiada led the journey in this talk from Mexico to the world’s bar industry with a comparative tasting of five different varieties of product, focusing on the importance of understanding the whole supply chain, from farm to bottle, both as bartenders and as drinkers.

Athens Bar Show has always been equal parts education and nightlife, and this year was no different; it started on Monday with a bang and the (now) iconic Clumsies party Once upone a time in Athens – this year aptly named Legendary Bar and featuring industry titans Schumann’s (Munich), Long Bar (Singapore), Jahreszeiten Bar (Munich), The Painter’s Room (London) and La Trova (Miami). Over the next few days, the world’s best bars took over the city as part of Athens Bar Week: guest shifts and take overs by internationally acclaimed bar teams such as Himkok, Candelaria, Red Frog, Lyaness, Paradiso and many others happened to merge with the local scene, both the established one – Baba Au Rum, Clumsies, Odori and A for Athens – and the newcomers such as Barro Negro, The Bar in front of the bar and The Line. Thirty-one international guest bars then gathered at Technopolis on Thursday, each serving their own creation to celebrate the Athens Bar Show closing party in spectacular fashion. Athens Bar Show, see you next year.

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London bars did particularly well, winning all of the Best International Bar categories. Bar with Shapes for a Name picked up the award for Best New International Cocktail Bar. The contemporary and colourful hymn to Bauhaus was opened by Remy Savage in 2021 in East London to much critical acclaim. Remy also collected the award for International Bartender of the Year making him one of the few nominees to take home two of the coveted Spirited Award glass plates. Tayēr+Elementary, took home the award for Best International Cocktail Bar. Co-owned and operated by Monica Berg and Alex Kratena, the groundbreaking bar, located in London’s Old Street, is renowned for its approach to flavour development and for contributing to a new idea of bar experience. Campari Academy’s Creative Director Monica Berg collected the award acknowledging the importance of her team back in London.

Lyaness, situated in London’s Sea Containers hotel, was awarded Best International Hotel Bar and also collected the prestigious final award “World’s Best Bar” – an award that is given to just one of the winners of the night. Part of the Mr Lyan group owned by Ryan Chetiyawardana, Lyaness has a unique approach with its cook book inspired menu – that centres around bespoke ingredients created by the team.

In the US, New Orleans also shined on stage, with local drinks industry legend Chris Hannah taking home the award for US Bartender of the Year. Originally from Baltimore, Hannah rose to fame tending the bar at the iconic Arnaud’s French 75 for 14 years, before embarking on his own personal adventures. After opening Manolito, he is now the face and soul of Jewel of the South which also took home the award for Best US Restaurant Bar. The charming restaurant with a garden courtyard is located in the French Quarter, it serves up caviar, steaks and Sunday brunch alongside cocktails including Hannah’s Brandy Crusta.

Katana Kitten in New York was one of the hottest tickets: the Greenwich Village staple which is half American dive, half Japanese highball bar, collected the award for both Best US Bar Team and Best US Cocktail Bar. Founder Masahiro Ushida also picked up the award for Best New Cocktail or Bartending Book for his work on “The Japanese Art of the Cocktail”, which he co-edited with Michael Anstendig. Born in Monowa, Japan, Masa (as he is known) opened his visionary bar in 2018 after 6 years of bartending in New York, and in that same year it won the award for Best New US Cocktail Bar.

Dale Degroff presented Julie Reiner with the Lifetime Achievement Award. Author and Co-owner of the world renowned Clover Club and Leyanda in Brooklyn, Julie has been elevating the New York cocktail scene for 25 years. Julie collected the prestigious award on stage joking that whilst she was so grateful for the recognition, she certainly wasn’t finished and can’t wait to do more.

Celebrated historian and writer David Wondrich was crowned for his monumental work as chief editor of The Oxford Companion of Spirits and Cocktails, along with Noah Rothbaum. Globally recognized as the most important drinks historian, Wondrich is author of bar bookshelf staples such as Imbibe! and Punch: The Delights (and Dangers) of the Flowing Bowl, which have served as must-haves for any budding bartender’s library. The Oxford Companion counts 1150 entries, 860 pages and over 150 contributors, easily definable as the most complete spirits and cocktail encyclopedia ever written.

With a night which saw much to celebrate Tales of the Cocktail came to a close: but next year is on the horizon already.

For the complete list of winners, click here.

Carlo Carnevale

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Legendary historian David Wondrich and Tiki godfather Jeff “BeachBum” Berry took the stage in the main room of the Ritz Carlton Hotel, headquarters of Tales of the Cocktail, to distil wisdom and entertainment into a brilliant seminar. Together, the two drinks icons reeled off the ten commandments of “Nixology”: a list of rules of thumb that modern bartenders should follow, to master the art of mixing poor drinks. A cheeseburger-tasting Old Fashioned, a Bloody Mary and Eggnogg hybrid, terrible names and weird chunks of ice: this hour and a half long chat had the whole package of fun and deep, as a perfect example of sarcasm and research on which bar professionals should reply, to learn from mistakes and evolve.

At lunch time, Jared Brown and Anistatia Miller paid tribute to British mixology icon Dick Bradsell. Thanks to handwritten notes that Dick’s widow handed them, the two world renowned writers and experts dug through the life, thoughts, ideas and recipes of one the most influential bar figures in history (a book about it is coming out soon). From managing costs to training staff, spreading out to drinks and bar tales, Bradsell’s archive covered every aspect of a bartender’s life, making this romantic and captivating seminar an experience to remember.

It would not be New Orleans without tropical showers and vibrating trumpets. Campari Group’s Wild Turkey hosted Bourbon&Brass at Preservation Hall for an authentic taste of local action. Sipping on Boulevardiers all evening, guests enjoyed three sets of pure, easygoing, and heartwarming live jazz music from the resident quartet, accompanied by the gentle rhythm of the rain pouring. It was the perfect aperitivo before launching into the night.

And as always in New Orleans, the night had plenty to choose from to satisfy any mood. Did you want to go big? Bacardi filled up the Sugar Mill with energy and rum, celebrating Tales of the Cocktail’s twentieth anniversary in perfect Big Easy style, whilst Monkey Shoulder hosted outdoor dancing and imbibing at the Central City BBQ. Were you looking for something smaller? You could have followed the flavour of Altos Tequila’s up to a secluded address, filled to the brim with agave deliciousness, the private party crowd and, to everyone’s delight, glitter make-up available on request.

But whichever you chose, or you’ll choose on the upcoming nights, only one name should come to your mind when thinking about where to wrap things up: The Alibi on Iberville Street, the iconic dive bar where the very late magic happens. Tales of the Cocktail is about to reveal the Spirited Awards winners: make sure you don’t miss it, here.

Carlo Carnevale

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New Orleans is the world renowned capital of jazz music, so what’s better than a visit to one of the many underground clubs, to soak into local culture? Kermit Ruffins’ Mother in Law Lounge is the address to look for, if you’re searching for music, food and drinks – the authentic and unique tri-fecta that truly embodies this city’s sizzling vibe, immortalized in the legendary 2008 Faoubourg Tremè documentary.

Mexican vibes flooded the city right from lunch time, on until late night; Campari Group’s portfolio showcased its agave best at Rue Bourbon, on the iconic Bourbon Street, during the Sabores de Mexico event. Whether you fancied Espolón Tequila, Montelobos Mezcal or Ancho Reyes liqueur, New Orleans’ most famous avenue was the place to be, before heading for some unforgettable and diverse experiences.

Ago Perrone and Giorgio Bargiani, from world’s number one Connaught Bar in London, were stirring their legendary Martinis at Gallier Hall, to celebrate Grey Goose’s twentyfifth anniversary. Meanwhile at Vals, in Central Business District, a group of world class agave bars paid tribute to Mexican roots. Candelaria from Paris, Licoreria Limantour from Mexico City, Leyenda from Brooklyn and Side Hustle from London starred at the square bar bench, pouring delicious Del Maguey recipes under the moonlight. Tales of the Cocktail is entering halftime, stay tuned to follow all the action.

Carlo Carnevale

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Tales of the Cocktail is happening live again, after two years of online activity, and will be focused on “Progress” as the main theme. All throughout the Big Easy’s venues and bars, a number of in-person education, tastings, networking, and awards programming are set to come alive, giving bar professionals from all over the world the chance to get in touch with the best that the drinking environment has to offer.

On Sunday, a full crowd saluted Jesse Pomerantz as the winner of the tenth edition of Speed Rack, surpassing the complete field of sixteen participants, coming from selections in each region during the last months. Brain-child of Ivy Mix and Lynnette Marrero, the much anticipated speed competition crowned the best up-and-coming female bartender in the US, supporting a noble cause in the process: all proceeds of the event are donated to charity associations involved in the fight against breast cancer. More than one million dollars has been raised over the years, showcasing Speed Rack’s commitment to the community, once again.

Surrounded by the two-story, wood and brick venue of Republic NOLA, Pomerantz, currently tending the bar at Smoked, in Columbia, bested Marina Holter from Blind Barber in Chicago, in the final round, serving four drinks in just over two minutes of adjusted time to the jury; Vance Henderson, Amanda Gunderson, Carina Soto Velàsquez and Campari Academy Creative Director Monica Berg were seated at the main table, challenging the competitors with hints and comments, and penalizing them with extra seconds in the event of mistakes.

Monday saw Campari Academy play the biggest role on stage: the third chapter of Perspectives docu-series was officially presented to the American community at Broussard’s, during an opportunity-packed afternoon. While the production was shown in a dedicated screening room, guests were offered tailor made drinks by Carly Rose Lacoste from Bar Marilou in New Orleans, Joy Figueroa and Zack Robinson from Herbs & Rye in Last Vegas, and Campari Academy Creative Director Monica Berg. And most importantly, they were introduced to the “Open Book”, a chance to dive into constructive conversation with eight esteemed mentors which Campari Academy selected through a variety of themes, from communication to spirit production. Seated at round tables and ready to discuss contemporary topics or geeky formulas, this was a precious occasion to learn how these past twenty years shaped the bar community, analyzed through a number of scopes and voices.

The afternoon moved then to Caffè Campari, at Curio, where Italian vibes started flowing in aperitivo style. Live jazz music, traditional snacks and classic bitter concoctions vibed all the way to the evening, when New Orleans’ porched alleys were eventually toured. It was time to “Bring the Band Back Together” at Latrobe’s; six of the most beloved bars of the United States, now permanently closed, gathered their teams for a special night. The iconic cocktails and bartenders from The NoMad (NYC & LA), Eastern Standard (Boston), Manifesto (KC), Nightcap (NYC), Existing Conditions (NYC) and Gladys (NYC) lived again for one more, spectacular, time only. Tales of the Cocktail is finally back, and we will be here to tell you all about it.

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Five bars for almost infinite possibilities, to try and tackle the major issues the environment is suffering today: carbon emission, intensive production, plastic consumption, recycling, energy saving. Bar Rouge, which Campari Academy’s Creative Director Monica Berg spoke at in 2019, proved once again to be an unmissable experience for sharing and learning – as always, by bartenders, for bartenders. This time, with a good cause to be served, as the main topic of conversation.

Hampus Thunholm from Röda Huset, in Stockholm, kicked it off, taking the crowd on a journey through seasonal richness in Sweden. From removing lemon from his bar to the immense value of local suppliers, a sneak peek through the courage (talking about harvesting at -20°…) and vision it takes to bring the country on the international bar scene, in a virtuous way. He was followed by Florian Thireau, from Cheval Blanc in Paris, that discussed sustainable luxury in hospitality.

It was then time for Juan Yi Jun, from No Sleep Club in Singapore, to highlight the importance of human sustainability: with a funky and a tad controversial name, dry sense of humour and a work hard-play hard attitude, NSC demonstrates how uniqueness and experience created an identity. Respect and strength, to fight the stereotypes that hospitality workers and service are still affected by, harvesting talent every day. The four cornerstones of green philosophy took the stage, with Evan Stroeve from RE, Sydney: the brainchild of Matt Whiley, this 100% by-product bar (every piece of furniture comes from previously utilized material) pushes to reduce, reuse, recycle, rethink. Waste not, taste everything, as RE has quickly rose to a prominent, open education source position on sustainability.

It was Agung Prabowo from Penicillin Bar, in Hong Kong, that capped the bustling day with his energy and effort to bring alive both concept and volume, thanks to his second venue Dead&. In Penicillin, Prabowo also defends a cultural heritage, implementing neon lights that would otherwise go to be forgotten, together with one of the symbols of the country. Cocktails Spirits was a blast: keep following Campari Academy on our website and social media, to make sure you don’t miss a single activity, tip or content. The best is yet to come.

Carlo Carnevale

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It’s the fourteenth edition of the main beverage fair in France, the first one since 2019: hosted at Palais de Tokyo, it focuses on french products and drinking heritage, from spirits to mixology, allowing visitors (projected numbers account for around seven thousands tickets sold) to have a taste of local sippings, as well as discovering the best labels in the country market. Campari Academy welcomed bartenders and enthusiasts at its trademark, sofa-featured stand, before hosting Perspectives’ presentation at Hotel Particulier, in Montmartre.

“We want the industry to fall in love with itself again”, explained Creative Director Monica Berg, about Campari Academy’s global platform’s goal. “During the last couple of years we had to reset everything, shake things up: now we want to think about the future, change what we have done before, teaching new generations of bartenders, how to pursue what they love”. Joined on stage by Paris’ hospitality staple Carina Soto Velàsquez, Berg highlighted the importance of “following our instincts, and learn from our mistakes”.

“It’s a constantly evolving environment”, described Velàsquez, whose enlightened enterpreneurship is showcased around Paris with iconic hangouts such as Candelaria, Le Mary Celeste, Hero, plus Bar Marilou in New Orleans. “As mentors, we have to focus on making bartenders enjoy themselves and have a fulfilling quality of life. Empathy with the team is more important than ever”, citing past experiences and lessons taught by her business past.

A universe where hosts can be satisfied, thus providing guests with memorable, in some cases life changing experiences (as you’ll find in the second chapter, “bartenders can save souls”); the bar movement is growing and developing, led by Campari Academy’s and Berg’s vision and strive for innovation and dedication: “We have to focus on making the industry better than what it was when we entered it. We didn’t become bartenders because we had no other career path to follow, despite what many observers still might think. We became bartenders because we chose to. Now it’s our time to allow the future bar professionals, to live the dream they wanted”. Day two of Cocktails and Spirits is coming up: stay tuned to read about the exciting Bar Rouge and much more.

Carlo Carnevale

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Bartenders from all over the world joined us on the stand, sharing their thoughts, talent and ideas – and most importantly – their (often unexpected) insights. The nearby Campari stand served up impeccable classics while answers were given, new aquaintances made and cameras rolling. Make sure to stay tuned and do not miss the final cut, for a look into the mind of our bartenders.

We caught up with Leonardo Leuci, co-founder of The Jerry Thomas Project and Rome Bar Show, and Alex Frezza, owner and manager at L’Antiquario in Naples (ranked 82nd in last year’s World 50 Best) – to see what makes them excited (and not) as they shared ideas and thoughts, and reflected on their contribution to contemporary bartending in the country.

To finish off the bar show, a vermouth focused masterclass by Giorgio Bargiani (World’s 50 Best Bars number one Connaught Bar in London, and Vermouth 1757 Global Advocate), showcaseing the wonderful world of aromatics. Then it was time to hit the streets of Rome!

In what seemed like an limitless line up of guestshifts and take overs, Frezza and L’Antiquario took over Drink Kong’s Little Kong: located in the pulsing heart of the Roman nightlife, Patrick Pistolesi’s psychelic parlour is a must visit addition to any bar crawl. Check back here very soon for a guide on Rome’s most iconic cocktail bars.

Questions, but most importantly answers; Rome Bar Show has been a blast of fresh energy opening new doors to the bartending universe: excitingly just the first step of many more to come, as we continue to search for new perspectives.

Carlo Carnevale

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It is the first dimension of the new universe Campari Academy has created for bartenders, applying a 360 degree approach to education, and giving the industry a unique chance to control it’s own narrative. This bartending reality, will be a place where the industry can gather and discuss important topics, such as bar culture, functional design, hospitality and flavour – but also as a first of its kind platform – looking beyond the drinks industry to educate, connect and inspire bartenders of all levels, from all areas of the industry.

Highly anticipated and deservedly ranked as the number one industry event in the country, Roma Bar Show returned for it’s second edition in a grand fashion. With more than 10.000 tickets sold, it is establishing itself as a major player – connecting both the Italian and wider global bar community. The “Perspectives” launch, framed in a subsequent rooftop cocktail party hosted by the Tayēr+Elementary team, was the opening day main event, enriching a schedule that ticked every curiosity box: from Chetiyawardana’s futuristic “poop” Sazerac, to the improbable italian responsibility in Tiki Culture, described by Ian Burrell and powered by Appletone Estate, with a stroll around the Mexican Village in between, where the Espolón Tequila kiosk kept high volume of music and Palomas.

Campari Academy will be involving bartenders and experts all throughout Tuesday as well: the white-and-blue stand will return as the hub for serious deepening and lighter conversation, as bartenders will be caught sharing their secrets, dreams and tips, answering questions and communicating their passion (look for the cameras!). A can’t miss seminar by Giorgio Bargiani and Vermouth 1757 will wrap up the convention with a boom, before proceeding to toast the future in one of the many guest shifts forecasted around the Eternal City. Day one in the books, day two at Roma Bar Show is about to begin.

Carlo Carnevale

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What has this to do with 21st century bartending? Everything. Structure 10 shows that the people of the Neolithic valued hospitality so highly that they had buildings dedicated to it. This was large hall, constructed from sandstone flags of different shades, decorated with pigments, with patterns etched into their surfaces. It is a grand statement, made by a people who had settled and established a community in this location, a culture which had hospitality at its heart.

For me, this shows how hospitality is hard-wired into our systems. It is there in Ancient Greece and Rome, it plays a central part in Icelandic sagas. All of these accounts speak of how people gather together and listen to poetry and music, how they eat and talk, their cups of wine or mead being filled and refilled by …staff. Why do we find variations on this theme in every culture? Because hospitality is a way of binding a community together, sharing food, sharing drink.

So important was this to a culture that in 7th Ireland, every householder was bound by the Brehon Laws to offer food and board to any traveller who arrived at their door. Whether enshrined in law or not, there is so much tied up within this to show that we as a species are naturally predisposed to offer hospitality.

By the Middle Ages, the feasting hall had been replaced by places dedicated to the taking of food and drink. In the UK we saw the emergence of low-class alehouses serving home-brewed beer, taverns where the better-off could indulge in vinous adventures, and inns which provided lodging and sustenance for travellers.

‘Come, sit, eat, drink, share your stories’. Every culture has its own variation on this theme. Though called by different names, the principle remained, that these are places to gather and meet, the hub at the heart of a community. What is the reason that in the UK they are known as public houses? Because they are the opposite of private. Rather, they are open to all, a welcoming space.

The ideas behind the American War of Independence were not formulated in grand drawing rooms, but in punch houses, democratic places where all were welcome, where ideas could be discussed, arguments made, a space for the exchange of ideas.

Today’s bars are equally democratic. It doesn’t matter who you are, or what your background is. You are (or should be) welcome. They are neutral paces where life and the world can be discussed – as well as places to relax and forget about the world!

In other words, nothing has changed, even if the emphasis has shifted from those early days of taverns and inns to today’s more specialised and diverse offerings. The reason why is because we are social animals who crave and enjoy company. A bar is the perfect place to indulge in this behaviour. That’s bar culture.

Of course there will be a difference in expectation between the bar in a 5-star hotel and a dive bar. The service will be different, as will the offering, the dress code, the decor – and the customer. Within this overarching concept of ‘bar culture’ there are also a multiplicity of cultures within bars. These could be dictated by theme – it could be tiki, whisky, or high-concept cocktails; by location – a beach or a city – which can then be extended to the way bars reflect as well as dictate the drinking culture of the country. Italy is different to Japan which is different as the US, is to Norway, France, or the UK.

These differences between cultures is one of the joys of bartending. Understanding the rules and manners, techniques and habits of the world’s bars is to explore the richness of being human and it is this which I am excited about exploring in the Academy.

Hospitality is universal, but bars shouldn’t feel that they need to compromise and dilute their offering to try and achieve mass appeal. Just as with music or film, customers’ individual tastes and preferences will dictate where they drink and feel the most comfortable.

The most extreme example of this is Tokyo’s bar district of Golden Gai, where each of its 270 bars, most of which can only seat a maximum of 10 people, has its own theme – it could be free jazz, punk rock, black & white movies, or hard-boiled fiction. Every cultural niche is covered here. You find where you best fit in.

And yet for all this diversity in bar types around the world, the same principles apply. The welcome, the question and the response, the delivery. Bartenders set the mood, they conduct. They are therapists, friends, confidants, but without imposing themselves. They control and yet they also serve. It’s a fascinating role.
The bartender is the conductor, the all-seeing eye stopping some things happening, and starting others. The space is for the guests, not a set for their ego to rampage through. It means that if you are pouring a beer or a glass of water that it is done with the same care as the most complex of cocktails. The customer wants a drink? You give them the best drink you can.

It comes back to understanding that democratic/neutral space. It means being able to read a room and people’s moods, and then responding in the right way. It is more than making drinks. It is about making everyone welcome, whether they want to sit quietly or have a fun time. It’s stopping thinking of them as customers and starting to see them as guests. That’s hospitality.

This is also what, I believe, underpins the Campari Academy. Other initiatives have looked at serves, at educating about brands and liquid, but no-one to my knowledge has stepped back in order to see this bigger and more complex picture. Maybe the fact that it is complex might be the reason for that.

Production is fascinating, as are ways in which drinks can be made, but by keeping the conversation at the level of brand the nature of hospitality is forgotten. How to use it in drinks is obviously valid, ways of moving the tradition forward is vital, but if we are to engage with bartending in a new way the discussion has to go so much deeper. The differences, the learnings, the shared stories and experiences, what can be taken and adapted. All have to be considered.

Community lies at the heart of this. Not just the communities which bars serve in their varied ways around the world, but the community within bartending. The manner in which the art of hospitality has evolved has come through sharing ideas, borrowing some, adapting others. That also is what the Campari Academy is about. This is an open space in which we can all discuss and learn – it’s a giant bar, it’s a feasting hall.

One of the driving forces behind the Academy is finding new ways to speak about bartending, community, and culture. It is about looking forward and not simply being tied to the past. The idea that, ‘it has always been done this way, therefore it cannot change’ results in a craft (and bartending is a craft) becoming ossified. There should be a conscious need to move things forward.

The counter-balance to that is that we can only do this by understanding and respecting the past and where we have come from. It might seem strange to go as far back as the Neolithic, but I think it’s important to understand that what we are doing 5,000 years later is part of who we are, that we are part of a continuum. The nature of the job has changed, bars and bartending has evolved, but the principles of hospitality are unchanged.

The Academy takes an holistic view of hospitality, the way in which we operate, the links which exist, the numerous facets of this cultural experience which starts when we all open that door to that bar, no matter where it is in the world.

There’s a bookshop in Paris called Shakespeare & Company. On one of its walls its former owner George Whitman write ‘Be not inhospitable to strangers lest they be angels in disguise’. That impulse has existed in us for millennia. It sits at the heart of bartending, it sits at the heart of being human.

The post From Feasting Halls to Bars – A Journey Through Hospitality By Dave Broom appeared first on Campari Academy.

Arguably, teaching is a creative profession, and I believe, as bartenders we could excel in this field if we just put our minds to it. The reason why I sometimes find drinks education boring, to say the least, is because of the disconnect between what bartenders want to learn, and what people think we want to learn. Yes, we need to know how spirits are distilled or when to stir vs when to shake, but equally important is it to understand what your body language reveals about you, how better designed bars can improve your peak turnover performance or why seasonality is more than being able to read a calendar. Together, all of these and many more, make up the intricate nature of bartending – and proves it’s incredibly important to look outside of the industry to find inspiration. Doing so allows us to look at things from different perspectives, it allows us to develop as bartenders but also people – and will give us the tools we need to adapt the ever-evolving role of the modern bartender.

When I said yes to becoming the creative director of the Campari Academy, I had so many ideas and thoughts that I instantly had to take a step back and tell myself to calm down. To be honest, this is not an unusual thing, because at the core, I am a dreamer – but the fact that within a few days I was already discussing internally if I should model it after Hogwarts or Harvard might be a bit much. So instead, I started to ask around.

Through conversations with friends and colleagues, I started gathering topics, problems and ideas of what to explore – and it quickly became apparent that there was a need to find some sort of way to categorise or compartmentalise them, to give it more structure. The needs and wants of today’s bartenders are so diverse and varied, that in the beginning it felt a bit overwhelming to be trying to choose where to begin. Because how can you find something that resonates with everyone and is also relevant to everyone – well, the short answer is; you can’t, and it won’t. But you can create a system that makes it easier to look at the challenges from all levels; globally, locally and individually – and allow them to adapt to the needs of each.

I have always believed in systems and structure; despite it not always coming naturally to me, it is crucial when you want to create something that will exist beyond yourself. How many times have you tried to explain something you do every day – for example why you use lime for this and lemon for that – only to realise that despite knowing it perfectly well for yourself, it’s really hard to explain it to someone else?

This has always been one of the hardest challenges for me personally, especially when it comes to making drinks. The way I work with flavours is very instinctual and often without clear rules or guidelines – meaning it can sometimes be difficult to pass the knowledge on to others. Over the years, I’ve had to work hard to improve on this, and only by looking at it from a different perspective than my own, I managed to find a way to teach how to develop flavour instincts as a way to create drinks.

The role of education should be to excite the power of creativity and imagination, and for this to happen it needs to be both engaging, inspiring and of course; intelligent! Learning can, and should, be fun – but most importantly – it should be democratic and it should be for everyone. The conventional way of teaching the standardised topics we all know so well; spirts knowledge, recipes, drinks groups and families etc alone are not enough anymore – in fact, I would almost say they are limiting our progress and potential growth – and therefore needs to become a part of a bigger universe of resources we pull from.

In the same way that I want all of my team to one day go on to become better, smarter, faster and more successful than I can ever be – I also want the next generation of bartenders to have all the information, knowledge, tools and skills I always dreamt of having. That is why I have created three overarching themes to start with, but within those themes there are no boundaries to what can be explored and discovered. Most importantly – this is just the beginning!

The first theme, Community and Culture, looks at everything from the ecology of drinking, geography and the role of bars and bartenders in society – but also looks at understanding locality, culture and human behaviour through the lens of our industry. It is where we’ll talk about important stuff like employment, diversity, empathy and anything else we need to speak about as a community, in order to rebuild our industry to a better place.

Design and Technology investigates how we can build better, more efficient bars – but also design more welcoming inclusive spaces. We look at ways we can implement technology in a purposeful way – because I don’t think anyone really believes that a robot bartender will ever be the answer, regardless of the question.

Anyone who knows me will understand how excited I am about the last theme, Raw Material and Flavour, where we will explore all the things I get extra excited about; seasonality, agriculture, biodiversity, sustainability, techniques and traditions – and as we search for the future of flavour, we look further and more alternative than ever before. Needless to say, I can hardly sleep in anticipation!

I am super excited to be starting this journey together, and I hope you will join me and the rest of the Campari Academy team in this new adventure where we try to reimagine how we learn and digest knowledge, so we can unlock our full potential.

See you in the bars!

The post Where do you start, when there is so much to say? appeared first on Campari Academy.