From Campari to Aperol, bergamot to vermouth, Michele Alfonso brings Italian beverage excellence to the international stage. At Fancy Food in New York, the Italian Trade Agency mixologist explains how to educate the American public about Italian flavors and promote more conscious drinking, between the allure of tradition and the new fashions of low ABV.
Good morning, everyone, and welcome. We are here at Fancy Food in New York and I have the pleasure of being with Michele Alfonso, mixologist for the Italian Trade Agency. Today she is going to help us better understand the world of spirits and beverages behind the Fancy Food organization. Michele, what Italian products are you using today – but also in the past few days – for the cocktails presented at Fancy Food? And how do you think these products and cocktails tell the story of Made in Italy excellence in the beverage world?
Hello everyone. In these three days we are representing what are probably the quintessential Italian products: Campari, Aperol, Malfy Gin and different brands of bubbles, such as Prosecco from various Italian regions. It’s great to see this turnout of people who are not yet familiar with these brands. Brands like Campari and Aperol, which are perhaps present in every home today, still arouse curiosity here. Eighty to eighty-five percent of Fancy Food visitors are American, and to see this interest is really inspiring. We have five cocktails on our drink menu, in which we use products such as Italicus, Aperol, Malfy Gin, Campari and the classic Martini & Rossi Vermouth, which is quite rare to find in bars today. There is really so much demand and so much desire to know from the public, and it is surprising to see how curious they are. And then I am always of the opinion that when there is that “free component”-that is, when you offer something for free-people tend to listen to you a little bit more.
Sure, absolutely. You were already anticipating a curiosity of mine: the role of the mixologist, especially in a trade show context like this, also becomes a cultural role, almost like a brand ambassador. You’ve already mentioned it a bit, but I’d like to elaborate: what is the reaction of the American public when they discover the pairing of Italian spirits with typical regional ingredients? Tell us.
Look, there is-and it is evident-a real “wow effect.” When they taste these products they literally say “wow,” and that says it all, even though sometimes they lack a basic culture. In fact, the American palate is not yet familiar with these flavors, such as bergamot, which is a typically Italian product, or Campari bitters. The American public does not yet have a palate educated in these flavors, so it is nice to be able to explain what bitter is, what is in it, and how we mix it. Our goal, as mixologists but also as brand ambassadors of Italian excellence, is to get people not only to know the product, but to buy it. This is my goal: I want that when the customer enters the neighborhood liquor store and sees a bottle of Campari, they remember Michele, the Italian Trade Agency, Fancy Food. I want them to have more awareness and knowledge.
Absolutely. Right now there is, in my opinion, a great focus on craft cocktails, and at the same time we also see a growing trend toward low-alcohol or even nonalcoholic aperitifs. What trends are you observing in Italian beverages and how do you think these trends can be enhanced abroad?
Especially here in New York I have seen an incredible growth of low ABV (low alcohol by volume), as you were saying. In Italy we have a great tradition related to vermouth, and I see an exponential increase in the use of vermouth here in the United States as well, especially in New York. Every time I go to a bar, I see more and more bartenders using it. You can tell right away by looking at the drink list: there are more and more offerings geared toward low ABV, which is almost close to no alcohol. This is also happening because of an increased focus on responsible drinking. It’s good to see that, while still drinking, the perception of drinking in a healthy and responsible way is growing. Of course there are always exceptions, but I always say that we, as industry professionals – bartenders, mixologists, owners – are the real brand ambassadors of these products. Whatever product it is, you are the one who has to educate the customer. So yes, there is a strong trend toward low ABV, and it’s growing precisely because of the education we’re doing in bars, talking directly with customers.
Absolutely. I’m very happy to hear that there is not only an enhancement of the product with the goal of promoting and selling it, but also a great focus on consumer awareness. A responsible awareness. Thank you very much for being here, but also for your role: we can learn more about our drinks, our flavors and fragrances, and we can do it in a conscious and responsible way. Thank you very much Michele, and thank you for being with us.
Thank you.
The article Michele Alfonso: “This is how I tell the story of Made in Italy in cocktails, between tradition and new low alcohol trends” comes from TheNewyorkese.