Italy has reached out to US bartenders in an attempt to remedy lost alcohol sales caused by the lack of American tourists who have been able to travel to Italy during the pandemic. Many of Italy’s biggest alcohol producers including Aperol and Fernet-Branca have signed up to the Spirits Promotion Project, created by the Italian Trade Agency.

Countless smaller Italian spirits brands produced by family-run distilleries such as Pallini Peachcello, Meletti Anisette, Varnelli Amaro, and Amaro Dell’Etna have also signed up to the scheme. As part of the programme, virtual seminars will be held to persuade US bartenders and mixologists to push Italian spirits to their customers.