ITA/ENG
Often, swept up in the whirlwind of work and public relations, I forget how fortunate I am to belong to the world of hospitality. It is when you are invited to share crucial moments for the bar industry that everything becomes clear: meeting colleagues from every corner of the globe who recognize you, greet you with genuine esteem, and with whom you share a profound mutual respect. In those moments, you realize you are truly among the privileged in this sector.
As in any career, the path to growth varies: some emerge through years of dedication, others through raw talent, charisma, or prestigious awards. Others still become benchmarks because they are an integral part of internationally iconic bars. The result is the same: you are recognized and invited to the world’s “coolest” cities, appearing in the most prestigious venues on the global stage.
It is here—among bartenders, bar managers, owners, journalists, and key industry figures—that the sector grows and evolves. Genuine rivalry, comparison, and mutual respect are the foundations of these gatherings. While these moments are often fun, they primarily represent an opportunity to broaden one’s knowledge and solidify contacts for future ventures.
Being aware of belonging to this fortunate “niche” is the first step in keeping one’s feet on the ground. I understand that those outside our industry might mistake these reflections for the ramblings of someone who “just serves drinks,” far removed from professions that enjoy more conventional popularity. It is true: we do not save lives, and we do not win Nobel Prizes. However, you must understand that, like any professional field, this too has its own micro-world: a galaxy made of thousands of neighborhood bartenders, professionals in generalist cocktail bars, and high-profile talents working in world-renowned, award-winning venues.
As in any ecosystem, there are iconic figures admired by those who dream of one day joining the same circuit: traveling the globe, being hosted in the most famous bars, and aspiring to awards that bring their name and their venue to the world’s attention.
While industry events have become commonplace, it is thrilling to see how the bar world constantly generates new dynamics. Trade fairs, Bar Shows, Cocktail Weeks, and Masterclasses are now global pillars. Recently, I had the pleasure of being invited to Milan, in the stunning setting of the Bulgari Hotel, for the inauguration of Milan Hospitality Week. This event, born from the vision of a collective of Milanese cocktail bars, aims to create evening synergies by bringing national and international guests to the city’s finest counters.
The opening aperitivo buzzed with incredible energy—a crossroads of excellence featuring international guests such as Soko, Pine & Co, Kiez, Zest, Alice, and Try-Circle from Seoul; Press Club and Service Bar from Washington; Boadasfrom Barcelona; Argo from Hong Kong; Kwant and Donovan from London; and Angelita from Madrid. Italy stood strong with Milanese icons like 1930, Moebius, Ceresio 7, Bulgari, Camparino, Rita Cocktails, The Carlton, Dry Milano, and Bar Quadronno, alongside excellence such as Fede Cocktail Lab, Il Locale, Atrium, and Gucci Giardinofrom Florence, L’Antiquario from Naples, La Punta from Rome, Aguardiente from Marina di Ravenna, Il Dialogue from Brescia, and Shub from Sorrento.
This is not merely a parade of famous faces. Behind the aesthetic of a Guest Shift lies the economic engine of the industry. It is between one drink and the next that consultancies for new formats worldwide are born, distribution contracts for emerging brands are signed, and the trends we will see on menus for years to come are defined. Milan Hospitality Week thus becomes a “clearing house”: a place where networking transforms into career opportunities and entrepreneurial growth.
The strength of this niche lies in its generosity. Seeing a bar owner from Seoul exchange ideas with a bar manager from a historic Milanese venue proves that hospitality is a universal language. This “circular hospitality” also allows young bartenders to absorb standards of excellence. We aren’t just mixing ingredients; we are defining a model of service that elevates a city’s image, making it an essential destination for luxury tourism.
To those who look upon these “icons” of the bar with admiration, remember that the privilege of traveling is only the tip of the iceberg. Beneath the surface lie years of grueling shifts, obsessive study of raw materials, and applied psychology. The true difference between a famous bartender and a great one resides in the ability to not be blinded by the limelight and in knowing how to make the guest the real protagonist, even when you are the “star” of the evening.
Events like this confirm that our world is no longer a hidden subculture, but a mature industry conscious of its own cultural weight. Leaving the Bulgari, amidst promises to meet again in London or Madrid, one certainty remains: while we may not save lives, we provide moments of authentic human connection in an increasingly digital world. Ultimately, hospitality is exactly this: the art of making people feel at home, anywhere in the world.
Diego Ferrari
Diego Ferrari 