Disaronno hunts innovation in new strategy for The Mixing Star

Nine Lives Tom Soden

Italian liqueur Disaronno has moved away from international cocktail competitions to focus on social media-based activity championing bartender innovation.

After 10 years of competitions under the banner of The Mixing Star, it has launched Innovation Hunter to identify the most innovative trends in cocktails as well as the “movers and shakers” in the bartending world.

It will present drinks and bartenders via social media including The Mixing Star’s Facebook page and its YouTube channel, focusing on three key cities of London, Milan and Amsterdam. In the UK, it is working with distributor William Grant & Sons UK.

Supported and accompanied by insights from key influencers in the drinks industry, the brand has selected, interviewed and filmed bartenders who, thanks to endless talent and new ideas, are revolutionising the field.

For London, the three mixing stars are Stu Bale and his drinks industry hub Crucible, Danilo Tersigni and Simone Spagnoli of Mr Fogg’s bars (pictured below), and Tom Soden, co-founder of Nine Lives bar (pictured top).

Simona Bianco, global innovation marketing manager at Disaronno’s owner Illva Saronno, said: “It’s a unique experience the one we are doing with this innovation journey. The comparison with international trends and the dialogue with bartenders of different countries tell us that Disaronno has chosen a very different and stimulating path.

“With this project we can create and share knowledge and culture, improve cross-border involvement and give a real contribution to the growth of our most important customers, the ones who decide to use our products every day: the bartenders.”

In Milan, The Mixing Star has partnered with two brilliant young bartenders, Flavio Angiolillo with his bar BackDoor43, and Filippo Sisti from restaurant and bar Carlo e Camilla.

In Amsterdam, the brand is working with 2013 Mixing Star competition winner Tess Posthumus, a freelance bartender and co-founder of the city’s newest cocktail bar Flying Dutchmen. She has selected two Amsterdam bartenders who are champions of social responsibility in cocktail-making: Wouter Bosch of Rosalia’s Menagerie and Kevin Kroon of Door 74.

Mr Fogg's Danilo Tersigni and Simone Spagnoli

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