UKBG teams up with Molinari

The UK Bartenders’ Guild (UKBG) has partnered with Molinari to build awareness of the Italian sambuca brand in the hospitality industry.

The UKBG will support Molinari through social media and events to help it grow its presence in the sector.

Furthermore, the UKBG will work with industry leaders and members to form the UK’s  ‘optimal platform for bartenders and brands’.

The guild said it had established brand partnerships, including with hospitality equipment provider Hoshizaki, to maximise their reach to bartenders through masterclasses, social media and events.

Richard Glover, export area manager for Molinari, said: “Working extensively in the drinks industry, I sincerely believe in the necessity of building meaningful partnerships to enhance brand awareness and advocacy.

“We are proud to be associated with the esteemed UKBG and feel that Molinari with its sense of tradition and quality to be a great partner.”

Molinari and the UKBG’s first joint event recently took place at CLF Art Lounge in London with the Handson family and special guest, DJ Nicky Siano.

The event was part of a move to ‘amplify’ the Italian brand across the hospitality sector. Additional events will follow.

Claudia Carrozzi, UKBG president, added: “With Molinari being such an iconic Italian brand, we are delighted for the UKBG to partner and enhance the amplification of this brand in the UK and we look forward to what lies ahead in the very near future.”

In April this year, Molinari partnered with soft drinks company Britvic Teisseire to launch the latter firm’s products in Italy.