Disaronno International UK (DIUK), home to an iconic portfolio of spirits and a long-standing supporter of the UK’s on-trade industry, has announced the launch of its new trade advocacy initiative – the Pitch It Program – designed to empower bartenders and mixologists to step confidently into the role of industry thought-leaders.
The Pitch It Program invites bartenders from across the UK to pitch an original seminar concept, with the winning idea brought to life and showcased at Edinburgh Bar Show on Tuesday 14 April 2026. With a focus on creativity, education and peer-to-peer mentorship, the initiative aims to celebrate the passion and expertise that exists within the bartending community. To support the launch, DIUK have created a new advocacy led Instagram platform, @1525barsociety, a dedicated space for hospitality professionals to engage with the full DIUK portfolio.
Applications open on the 2 February 2026 and close on Friday 20 March 2026, with the winner announced on Friday the 27 March 2026. All entries will be judged on innovation, scalability, uniqueness, practicality, and audience engagement. The winner will receive a full professional development and showcase package, including hosting their dream seminar at Edinburgh Bar Show 2026 on Tuesday 14 of April at 3pm.
Aspiring applicants are encouraged to feel inspired, but not confined, by the spirits available within the Disaronno International UK portfolio and seminar topics can explore any subject relevant to the modern bartending world such as hospitality culture, technique and craft, innovation and creativity, or personal branding.
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As part of the prize, the winner will receive mentorship and presentation coaching from the DIUK Brand Ambassador team, support from a professional creative agency to build the seminar deck, return travel and hotel accommodation in Edinburgh with hospitality costs completely covered. The winner will also be given the exciting opportunity to feature across @1525barsociety, as well as Edinburgh Bar Show platforms and a media package with professional photography and additional PR support.
Rory O’Sullivan, Prestige Brand Ambassador at Disaronno International UK, said: “Our Pitch It Program puts bartenders at the centre of hospitality. Bartenders in the UK are not only cultural drivers behind the bar but can directly shape the choices many consumers make outside of the on trade. In premium bar environments, 38% of guests cite bartender recommendations as a top influence on what they order, and up to 95% of those recommendations reportedly convert into actual purchases every time or most times.
“By launching this program, we’re investing in education, visibility, and creative freedom – not only supporting the individual growth of bartenders but helping to foster a stronger, more connected hospitality community. We’re excited to see submissions roll in!”
