ITA/ENG
This year once again, I had the pleasure of being invited to one of the most important bar industry events globally in terms of meetings, emotions, sharing, milestones, and much more.
In these few lines, I don’t want to tell you about the final ranking, who the favorite was, or who gained or lost positions—you can read all about that on articles and websites much better, more famous, and descriptive than I could ever write. Instead, I’d like to talk to you about how, through my eyes, this event has grown over the years and the feelings I experienced, considering that this is probably my 13th global participation in various capacities: as a simple spectator, or in the past as a judge or part of a sponsoring brand.
Milan and Italian Hospitality: An Unprecedented Circuit
This year, as you all know, the global event took place for the first time since its creation in Milan, Italy. And how did the city welcome this event?
Anyone who has navigated this sector for years knows well that, in the past, all these activations were not common practice: you might find a single guest shift or an isolated parallel event, but nothing comparable to what we saw this time. Milan truly amazed everyone with the scope and effort put into it, creating an incredible external circuit in the days leading up to it: dozens and dozens of international guest shifts, targeted events, parties, brunches, and masterclasses.
The involvement didn’t just touch the top bars included in the list (main or extended), but spread to many other venues that didn’t want to miss the opportunity to be present, giving their absolute best with typical Italian hospitality. Even though it was very difficult to attend everything, I tried to be there at least to greet the colleagues who traveled from afar to perform behind these counters.
It was a true tour de force of great names: from BOB to Four Seasons, Ceresio 7, Dry, Camparino, Rita, Moebius, the Mag Group, ByIT and many, many others. In short, for a few days, the paradise of cocktail lovers was at our disposal. I know, I’m talking about it a bit too romantically, but not because I’m Italian: simply because the 50 Best Bars here in Milan were on another level.
Inside the Palazzo del Ghiaccio
Now let’s talk about the event itself. Hosted in an area of Milan that is very easy to reach, Palazzo del Ghiaccio and its massive hall welcomed hundreds of Italian and international bartenders. The organization of the stands was beautiful and very dynamic, arranged along the perimeter on the sides and in front of the stage, with Perrier’s main station at the center.
For the first time, at least in my experience, I saw an impeccable secondary catering service, managed by the guys from Nonsolococktail: trays overflowing with finger food passed incessantly among the guests offering great food, complemented by a central food station. I know I sound crazy giving so much emphasis to food, but anyone who, like me, has lived through many editions of the 50 Best knows very well that in past years food wasn’t abundant—quite the opposite; seeing all this abundance, both before and after the countdown, was wonderful.
The Real Value Added: Networking
Seeing all the friends and contacts created through years of work and public relations is always a strong emotion. The bar world, however geographically distant one country may be from another, finds in these events a fundamental moment of aggregation and reunion between old and new friends.
However, one thing I have often noticed, and not just here in Milan, is that many colleagues do not experience these moments by making the most of the opportunity to build new connections. Talking with an Italian colleague and friend in the final part of the event, after the awards ceremony, we joked about the fact that we saw each other for two seconds at the beginning and then only at the end. My answer was quite natural and logical, if you think about it.
In contexts like these, lingering for a long time with people we have the chance to meet frequently throughout the year isn’t necessarily a grave mistake, but it’s an opportunity that could be handled differently. In the room, we have hundreds of professionals from all over the world whom we will probably only see once or twice a year. Lingering too long in your comfort zone, especially in the hour before and the hour after the awards ceremony, risks making us miss the best moment to shake hands and meet new people who could become valuable collaboration opportunities.
After all, this world is made of deep and lasting bonds; finding the right balance between the pleasure of greeting those close by and the curiosity to open up to new faces is the secret to not missing out on anything these events have to offer.
A Toast to the Future
And what about the podium? Let’s just say that the two Lorenzos and Jean were amazing in what they did this year, working extremely hard and bringing home a fantastic result together with their team. And it is to them, and to all of you who are part of this wonderful world, that I toast virtually, wishing you the best and hoping to see you soon at the next great event.
Diego Ferrari
