ILLVA SARONNO, LEADING PLAYER IN INTERNATIONAL BEVERAGE EVENTS: THE SUCCESS OF “TALES OF THE COCKTAIL” IN NEW ORLEANS

Last July, Illva Saronno participated in the 21st edition of Tales of The Cocktail in New Orleans, one of the most significant international events in the beverage industry, with three exclusive concepts designed to showcase their flagship brands: The Busker Irish Whiskey, Tia Maria, and Disaronno.

It was a unique opportunity for meeting and  interacting with bartenders from around the world, allowing Illva Saronno’s products to be tasted, known, and appreciated for their quality and character.

For the authentic Irish whiskey The Busker, a two-day residency was set up inside St. Pat, the Irish museum in New Orleans, which welcomed hundreds of guests.

To animate the program, a masterclass was led by Global Brand Ambassador Woody Kane, accompanied by the iconic “unboxing” where influencers Saeed “Hawk” House and Jillian Vose unveiled the special blend packaging of The Busker Triple Cask Triple Smooth, rediscovering and showcasing its unique characteristics.

Tia Maria, on the other hand, transformed a clothing store into a venue to serve and taste the Tia Maria Espresso Martini, the iconic and representative cocktail of the brand. With a musical set and suggestive lighting created for the occasion, the Tia Maria event was one of the most engaging at the fair, with thousands of visitors and cocktails prepared in the world’s smallest Espresso Martini Bar, built inside a 3-square-meter dressing room, where the cocktail flowed from an ice sculpture.

Thanks to Disaronno Velvet, over three thousand guests were able to experience the Italian atmosphere of the Dolce Vita by the pool at the Hotel Le Marais, in a Capri-style scenic setting, sampling four cocktails created specifically by world-renowned bartender Daniele Dalla Pola of Esotico Miami for this event. The menu also included classic and refreshing cocktails, such as the Velvet Batida, made with Disaronno Velvet and coconut water.

At the conclusion of the event, the Tales of The Cocktails Spirited Awards, known as the “Oscars of the beverage industry,” were presented, where The Busker, the official sponsor, saw Robert Cullins, Executive Vice President of Disaronno International USA, take the stage to present the “Best International Bartender of the Year” award to Giorgio Bargiani, Assistant Director of Mixology at The Connaught in London.