The first day of Bar Convent Brooklyn 2025, the leading spirits trade show on America’s East Coast, kicked off this Tuesday in Industry City. Italy, in its fifth participation with the ICE Agency, showed up in style with a collective of 12 selected companies.
In the aisles animated by bartenders, mixologists, buyers and industry professionals, visitors were able to sample free cocktails and traditional and innovative products, including bitters, vermouths, grappas, gins and new ready-to-drinks. A unique opportunity for visibility for Italian brands, which aim to consolidate their presence in the American market.
“The American consumer is always very attentive to product innovation, quality, and excellence. We believe that our companies can meet the demands of this very challenging market,” said Raimondo Lucariello, director of ICE’s Food, Wine & Spirits Division.
Among the most eagerly awaited novelties is Amaro Lucano’s first non-alcoholic bitters, which as shared by Stefano Caporale, the group’s export manager, was unveiled here as a world premiere.
The fair was also a springboard for expanding companies such as Zanin 1895, which is preparing to establish an American corporation in Texas. “This is our ambition: to present a range of products designed specifically for the United States,” said Enzo Vogliolo, head of the U.S. market for the Veneto-based company.
The trend toward light cocktails has driven the choices of companies such as VST Vini Spumanti, which has focused on its new wine-based ready-to-drinks. “It is wine-based and therefore with a low alcohol content…a choice also due to the great growth of reduced-alcohol cocktails in the U.S. market,” explained Cristina Vendramin, the company’s export manager.
Historic distilleries such as Lucano 1894 and Roner also reiterated the strategic role of the U.S. market.
“Being here for us at the Brooklyn fair is an honor and now a tradition. Our presence is important, a showcase for the New York market,” said Leonardo Vena, Lucano company manager.
Virginia Gallo of Roner Distillerie, on the other hand, highlighted the return of Z44 gin to the United States: “it certainly helps us to have more of a presence on this side of the ocean.”
Luca Missaglia, Santoni executive, emphasized the step change in the perception of the Italian aperitivo. “Our journey in the American market started four years ago with Amaro Santoni. At the beginning there were difficulties related to the conception of the aperitif. To date, however, we can say that we have seen a great increase, a great understanding of what it means to have the opportunity to drink low-alcohol cocktails.” He stated.
The fair comes at a particularly favorable time for the industry: Italian spirits exports to the United States reached $269.1 million, up 5.2 percent over 2023, with Italian bitters and liqueurs growing steadily in the premium and mixology segments.
Bar Convent Brooklyn continues tomorrow with a second day of exhibition and two ICE-signed seminars, “Shaken, Stirred, and Perfected: Mastering the Art of Cocktails” and “Break the Ice: Crafting the Classics with an Italian Touch.”
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