The Spirits are Calling. Will you answer? Join us July 15-19, 2015 as the international spirits community answers the call, returning for another spirited round of Tales of the Cocktail®.
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Wednesday, July 15 • 3:30pm - 5:00pm
From Milano to Torino and Beyond

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The Negroni is a classic cocktail enjoying a long renaissance among bartenders and cocktail lovers around the world.

But what are the origins of this much loved aperitivo, and how has such a simple drink evolved over time? And how has a cocktail with such a commonly accepted birth managed to inspire such heated debate. For the first time in the USA, the world’s 3 pre-eminent experts on the Negroni will take you on the ultimate Negroni journey through both time and place. Luca Picchi, author of the authoritative history of the Negroni, will be joined by Giuseppe Gallo, award winning vermouth ambassador, and Mauro Mahjoub, a man so devoted to the Negroni he opened a bar named for the cocktail.

Join this trio of experts and learn the real history of the Negroni for the first time. How did this drink evolve from the aperitivi of caffe' culture? What is the influence of the Milano-Torino and the Americano on the birth of the Negroni? Is the Negroni French or Italian? And how has the Negroni evolved in Europe and around the world? For the first time, authoritative Negroni research will be showcased, to coincide with Luca’s Negroni book being published, an event worthy of celebration. Join us on the ultimate Negroni journey, from the cafes of Turin and Milan in the 1860s, to the classic American Bars of Europe in the 1920s and 30s, and the Golden Age of La Dolce Vita, and see how today, the world’s best bartenders have left their mark on the Negroni around the globe. SALUTE!

avatar for Giuseppe Gallo

Giuseppe Gallo

Founder & Director, ITALSPIRITS
The italian spirits expert Giuseppe Gallo is one of the world’s most respected mixologists, with an inherent passion for the drinks business and an inimitable source of knowledge and insight into the world of drinks. He has worked in almost every type of drinks and hospitality business... Read More →

avatar for Francesco Lafranconi

Francesco Lafranconi

Executive Director of Mixology and Spirits Educator, Southern Wine and Spirits of Nevada
One of the world’s foremost mixologist, Francesco Lafranconi is the Executive Director of Mixology and Spirits Educator for Southern Wine and Spirits of Nevada. Francesco’s personal appeal has made him a hit with his A-list celebrity clientele, world-class corporate clients... Read More →
avatar for Mauro Mahjoub

Mauro Mahjoub

Owner, Mauro's Negroni Club
My career as bartender begins in Bologna in 1989 and then I run some hotels and American bars on the Adriatic coast. I attended several courses around the world: JOHN WHYTE Course IBA Singapore, EDC Course (IBA), in Ayr, Scotland. In 2002 I obtained a Diploma from the Hotel school... Read More →
avatar for Luca Picchi

Luca Picchi

I'm born in Florence 54 years ago. I began very young to working in a bar (14 yo) in a Disco.I was owner of a restaurant and american bar in Elba isle in the middle of '90. After those experience I move to Florence and I work in an Hotel for 1 year. 2 years in a disco club in Florence... Read More →


Wednesday July 15, 2015 3:30pm - 5:00pm CDT
Grand Ballroom North at the Royal Sonesta Hotel 300 Bourbon Street New Orleans, LA 70130