Landing a placement at a top bar program doesn’t happen by chance. It’s the result of trust, timing, and understanding what the people behind the bar actually need from a brand partner. Recorded live at Bar Convent London, this fireside chat brings together Nidal Ramini, Advocacy Director for the EAA Division at Brown-Forman, Emanuele Mensah, Director of Liquid Nation, Giulia Cuccurullo, Head Bartender at Artesian at the Langham London, and Pietro Collina, Group Beverage Director at the Thesleff Group. A panel with deep roots in some of the world’s most celebrated bar programs.
Together, they unpack what brands consistently get wrong when approaching bars, why one-off activations rarely move the needle, and what a relationship worth investing in actually looks like from the operator’s side of the table. From navigating the realities of an increasingly selective consumer to understanding how beverage directors and head bartenders think about menu building and brand partnerships, this conversation offers a candid, practical playbook for any founder or brand team looking to build real traction in the on-premise channel.
Featured Guests:
Nidal Ramini, Advocacy Director – EAA Division, Brown Forman
Emanuele Mensah, Director, LiquidNation
Giulia Cuccurullo, Head Bartender, Artesian, the Langham London
Pietro Collina, Group Beverage Director, Thesleff Group
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