With a 204-year-old legacy in his hands, Nicolò Luxardo is shaping the future of Luxardo in the UK, proving that heritage and innovation can go hand in hand behind the bar.
You’re part of the seventh generation leading Luxardo; what does it mean to you personally to carry forward a 204-year-old family legacy?
Being part of the seventh generation is both a privilege and a responsibility. When you grow up in a family business that has survived wars, migrations and huge shifts in the drinks world, you develop a strong sense of continuity. I always see myself as a temporary custodian of something much bigger. My job is to honour the work of those before me, while making sure Luxardo stays relevant and ready for the next generation.
Are there any traditions or values from past generations that still guide how Luxardo operates today?
Definitely. Much of how Luxardo operates today is a direct reflection of past generations. I was raised with the idea that consistency and integrity matter far more than chasing quick wins. We’ve always believed that the quality of what you put in the bottle reflects the quality of the decisions behind it. I also learned early on that the company’s wellbeing comes before any individual’s interests. When you think long-term and collectively, you naturally make better choices – ones that protect the brand, respect the craft, and safeguard the business for whoever comes next. Those principles remain at the heart of Luxardo today.
This new chapter with Chimera Brand Development signals big plans for Luxardo in the UK. What excites you most about this shift?
What excites me most is the opportunity to grow Luxardo in the UK in a more hands-on, collaborative way. Over the past year, we reflected on our long-term goals for the market and realised it was the right moment to explore a partnership that allows us to be more involved in brand-building. Chimera brings the perfect mix of experience and fresh thinking; they understand the UK’s drinks culture deeply and share our commitment to long-term growth. For me, this is a natural next step: it allows us to be present, engaged and proactive in a market that’s incredibly important to us.
Why is the UK such an important market for you personally – and for the brand?
The UK has always felt like a second home to me. Even before officially joining the company, I spent time there learning the business, visiting bars, and talking to bartenders. London, in particular, is the heart of European cocktail culture – sophisticated, trend-setting and incredibly influential. Historically, the UK has been a vital market for Luxardo. It’s not just about being present, it’s about being relevant: quality matters, heritage matters and UK consumers care deeply about both. There’s also significant untapped potential – to grow the brand, deepen our presence, and take our impact to the next level.
Luxardo has built a name on authenticity and heritage – but consumer tastes and trends move fast. How do you personally approach innovation within that framework?
For me, innovation always begins with understanding who we are. Luxardo’s strong DNA – craft, authenticity and flavours that have shaped cocktail culture for over 200 years – remains our foundation. Innovation isn’t about reinventing ourselves ever year; it’s about keeping our heritage relevant in a fast-moving world. The recent resurgence of cocktail culture proves this: bartenders returning to the classics often rediscover Luxardo. Innovation, then, sometimes means giving visibility and support to products that already have a place in modern drinking.
I also pay attention to how people drink today. The rise of low-ABV cocktails, for example, aligns naturally with liqueurs, allowing bartenders to offer flavour and complexity without high alcohol content. Luxardo’s extensive portfolio gives professionals unmatched flexibility to create crafted, lighter drinks. My approach is simple: respect the past, understand the present and adapt with purpose. Products like our renewed Del Santo and Espresso Liqueur aren’t new inventions – they’re rediscovered classics finding fresh life in today’s cocktail scene. That’s the best kind of innovation: staying true to who we are while evolving meaningfully.
If you look ahead 10 years, what do you hope bartenders and guests are saying about Luxardo – whether in London or beyond?
In ten years, I hope people say that Luxardo never lost what made it special. That even as the world changed, our bottles still carried the same soul, the same craftsmanship, and the same care that’s been passed down through generations. But I’d also love to hear bartenders say that Luxardo helped shape the next chapter of cocktail culture, not by shouting the loudest, but by consistently offering products with real depth and real authenticity. For me, the dream is simple: that wherever you go, London, New York, Tokyo, anywhere people recognise Luxardo as a mark of quality and creativity. A brand that honours its roots while giving bartenders the confidence to push boundaries.
In ten years, I hope people say Luxardo never lost its essence. Even as the world changes, our bottles should carry the same soul, craftsmanship and care passed down through generations. I’d also love bartenders to say Luxardo helped shape the next chapter of cocktail culture – not by shouting the loudest, but by consistently offering products with depth and authenticity. My dream is simple: wherever people go – London, New York, Tokyo – people recognise Luxardo as a mark of quality and creativity, a brand that honours its roots while giving bartenders the confidence to innovate.
