Michter’s: Roma Bar Show key for Italy spirits market

Michter’s vice president Matt Magliocco said this year’s inaugural Roma Bar Show provided a “perfect opportunity” to build its route to market in Italy.

One evening during the show Michter’s supported the launch of bartender Jim Meehan’s new book ‘Meehan’s Bartender Manual’ and Magliocco told Drinks International why the show was so important.

“It’s the first ever bar show in Italy, of course we had to be here. There are so many fantastic mixologists not only in Italy, but Italians living in London and New York too,” said Magliocco.

“My family has a strong connection with Italy so it’s always been a market of interest for Michter’s.”

The show took place from 23-24 September at Palazzo Dei Congressi in southern Rome and thousands of bartenders from around Italy and further afield travelled to take part in the trade show.

There was an auditorium at the show which played host to lectures from industry experts such as Desmond Payne, Ian Burrell and Anistatia Miller, while a masterclass & tasting room was there for brand education and cocktail seminars.

Michter’s is an American whiskey producer based in Kentucky, which was named the Top Trending Brand in Drinks International’s Annual Brands Report 2019.