Back 5 June 2024

Amaro Montenegro’s cocktail competition The Vero Bartender is back: it’s the ‘90s calling, the new concept created by Armando Testa

Amaro Montenegro’s cocktail competition The Vero Bartender is back: it’s the ‘90s calling, the new concept created by Armando Testa

Amaro Montenegro is launching their new edition of The Vero Bartender, but with an even more authentic twist. There’s a totally new concept, developed by Armando Testa, to the Sapore Vero (True Flavour) cocktail competition, which pits Italian and international bartenders against each other.

From this year The Vero Bartender is the’90s Calling, a trailblazing concept, remixing the ingredients of The Vero Bartender and presenting them with in a contemporary, “cool” style.

Armando Testa, along with the Amaro Montenegro team, has created a unique experience for the competitors: sipping back in time to relive the vibes of those years and create a memorable ’90s classic cocktail based on Amaro Montenegro, starting off from the recipes of the greats classics. Cosmopolitan, Long Island Iced Tea, Sex on the Beach and Tequila Sunrise, just some of the cocktails that left their mark on that decade and in this edition, they become the inspiration to create contemporary drinks.

The Italian Final held on 18 March, saw the 8 selected finalists compete against each other: at stake a place in the Global Final on 10 April for the title of The Vero Global Bartender and the Montenegro Residency Program, a period of training and sharing which will involve the group of international finalists. For the winner, a trip to the Big Apple on the occasion of Bar Convent Brooklyn.

Armando Testa elaborated on the competition at every stage, with an ecosystem designed from a digital first perspective, structured around different touchpoints: a hero video leads the way throughout, with a visual identity that gives a nod to the ‘90s, specially designed social media planning, website and a press ad dedicated to the trade.

Production by ALL Communication, a unit specialized in BTL communication activities and part of the Uniting Group, media planning by Initiative.


Client: Amaro Montenegro
Core Brands Marketing Manager: Daniele De Angelis
Amaro Montenegro Brand Manager: Marco Leonzi
Amaro Montenegro Brand Specialist: Riccardo Scandellari
Agency: Armando Testa
Creative direction: Jacopo Morini, Fabiano Pagliara
Digital creative direction: Gabriella De Stefano, Paolo Fenoglio
Creative team: Laura Guida, Laura Celli Volta
Motion designer: Luca Perli, Fabio Semeraro
Tech team: Marco Savojardo, Alessio Cracchiolo
Social media managers: Fabio Cuscunà, Eleonora Valerisce
Client director: Giovanna Farè
Client service: Gabriele Nolfo
Field Agency: ALL Communication, Part of Uniting Group
Creative direction: Alessandro Nespoli, Alessio Capobianco
Creative team: Elisa Bonzini, Simone Padula 
Production: Alessia Radice
Project management team: Valentino Riccio, Gabriele Tordonato, Eleonora Di Cristofaro 
Client Service: Valentino Riccio 
Media: Initiative

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