The Italian Trade Agency’s Spirits Promotion Project, in its second year, aims to boost sales by educating the bartender community about the diverse spirits Italy has to offer. Livio Lauro, a Spirits Expert for the Italian Trade Agency’s project, tells Italianfood.net: “Giving the bar and specialty liquor store community this knowledge allows them to share their appreciation of the brands.

Education allows the bartender to express their creativity through the creation of new cocktails, and the liquor store steward the know-how to present these brands to their customers; this, in turn, helps the bar business too.” Lauro is the host of his own YouTube channel, “Master your Glass”. The Spirits promotion project is also hoping to expand the palette of the American consumer to new flavors and share the history and traditions behind Italian brands.