The Vero Bartender is back with “Shaping The Future”, a new journey in mixology created by Armando Testa.

The time has come to write a new chapter in mixology. That’s the way Amaro Montenegro is inaugurating the new edition of The Vero Bartender, the cocktail competition of the authentic taste that attracts the talents of bartenders at the international level every year.   

On the occasion of the 140th anniversary of Amaro Montenegro in 2025, The Vero Bartender is back with a new concept created by the Armando Testa agency. “Shaping the Future” invites participants to embark on a journey with destination 2165: a future where the infinite possibilities of mixology can be explored, but where Sapore Vero remains the key element in every cocktail. 

What techniques and ingredients would we use if we were bartenders in 2165? The new edition presents us with an opportunity to experiment, create and innovate, but above all to surprise the jury with a cocktail of the future based on Amaro Montenegro. 

The competition was elaborated upon at every stage by Armando Testa, with a digital first ecosystem, structured on a number of different touchpoints: guiding everything, a hero video with a premium and minimal visual identity, ad hoc social planning, website and press announcement dedicated to the trade magazines. The organisation and management of the events, including the Italian final and the global final of the competition, have been entrusted to the agency LGS SportLab.

Credits

Client: Montenegro Group

Group Director of Marketing Spirits: Alessandro Soleschi

Head of Marketing Core Brands: Daniele De Angelis

Global Brand Manager Amaro Montenegro: Camilla Menarini

Head of International Channel & Customer Marketing: Valentina Pisano

Global Brand PR Hospitality & Events Manager: Marta Fabiani

Agency: Armando Testa 

Creative Directors: Jacopo Morini, Fabiano Pagliara

Digital Creative Directors: Gabriella De Stefano, Paolo Fenoglio

Creative Team: Laura Celli Volta, Laura Guida

Social Media Manager: Eleonora Valerisce

Head of Client Service Turin: Giovanna Farè

Client Service: Gabriele Nolfo

Events Agency: LGS SportLab