In the ever-evolving world of bartending, the role of a mixologist extends far beyond crafting exceptional cocktails. Today's bartenders are storytellers, brand ambassadors, and educators, often finding themselves at the forefront of brand collaborations, events, and masterclasses. These opportunities not only enhance their own careers but also bring unique value to brands and audiences alike.

To explore how bartenders can excel in these areas, we’re sitting down with Roberto Iannelli, Beverage Consultant and Co-Founder of Mixing Dreams Ltd. Roberto has built a reputation for his expertise in curating innovative beverage programs and fostering dynamic brand partnerships.

In addition to his extensive industry experience, Roberto is also a judge at the prestigious London Spirits Competition, where he evaluates spirits for their quality, value, and packaging. This unique role gives him deep insight into what makes a spirit stand out in a competitive market, the knowledge he leverages in his own work with brands and bars.

In this interview, Roberto shares strategies for leveraging collaborations, creating memorable guest experiences, and the essential skills bartenders need to thrive in the modern hospitality landscape.

Roberto Iannelli

How do you approach brands for collaborations, and what do you think makes them want to work with you?

Approaching brands starts with aligning values. I research the brand's identity, story, and audience to ensure it resonates with my vision. Then, I reach out with a tailored proposal that highlights mutual benefits, whether through exposure, unique event ideas, or creative cocktail development. Brands appreciate authenticity, professionalism, and a clear demonstration of how our collaboration can elevate their presence.

Can you share an example of a successful brand partnership and what you did to make it impactful?

One of my most memorable collaborations was with Sartoria Bar and Restaurant, part of D&D London. We created a themed cocktail menu inspired by Sophia Loren, paired with an immersive event showcasing storytelling, sensory experiences, and live demonstrations. I ensured every detail, from the drink presentation to guest engagement, reflected the brand’s ethos, which earned glowing feedback and deepened their connection with our audience.

Collabs with @amarettoadriatico and @limoncellomammamia @theupperplaceuk. Check it out here.

Hosting Events

What’s the key to creating an unforgettable bartending event that stands out to both guests and industry professionals?

Storytelling is at the heart of any great event for me. It’s about creating an experience where every element from the cocktails to the music and decor immerses guests in a cohesive narrative. Engaging the senses and offering a personal touch, like interacting with guests as you craft their drinks, leaves a lasting impression.

How do you balance creativity with operational challenges when planning and executing events?

Balancing creativity and operations is about clear planning and adaptability. I start with a strong concept but ensure feasibility by mapping out logistics like ingredient sourcing, staff training, and equipment needs. On the day of the event, I stay flexible and anticipate potential challenges so I can adapt without compromising the guest experience.

Roberto Iannelli

Masterclasses and Education

What are your tips for teaching a successful masterclass that keeps attendees engaged and inspired?

Interactive and hands-on learning is key. I structure masterclasses to include live demonstrations, tastings, and opportunities for attendees to create their own drinks. Keeping the atmosphere approachable and fun while sharing insider tips and stories helps attendees stay engaged and walk away feeling inspired.

How do you tailor your content for different audiences, such as beginners, enthusiasts, or industry professionals?

Understanding your audience is crucial. For beginners, I focus on foundational techniques and approachable recipes. Enthusiasts enjoy learning the ‘why’ behind the craft, so I incorporate history and advanced tips. For industry professionals, I dive into technical skills, creative approaches, and efficiency tips to elevate their work behind the bar.

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Balancing the Role

How do you manage your time and energy between bartending, collaborations, events, and leading masterclasses?

It’s all about prioritization and delegation. I dedicate specific days for creative planning, operational tasks, and personal development. A solid support team helps balance responsibilities, and I ensure to take breaks to avoid burnout. Having clear goals for each project keeps me focused and energized.

Portofino Gin meet Portofino shoes, Another great example of colab.

What tools or strategies do you use to stay organized and deliver high-quality work across all your projects?

I rely on project management tools like Trello for task tracking and Google Calendar for scheduling. Consistent communication with my team ensures everyone is aligned. I also reflect after each event or collaboration to identify areas for improvement, which keeps my standards high.

Advice for Other Bartenders

What steps should a bartender take to transition from working behind the bar to becoming a sought-after industry expert?

Network consistently and be visible in the industry. Attend events, connect with brands, and showcase your work through social media or competitions. Develop a unique style or niche, whether through a signature technique, storytelling, or expertise in a specific spirit category.

What’s one piece of advice you wish someone had given you when you started pursuing collaborations and events?

Invest time in building your personal brand and professional relationships early on. The industry thrives on trust and reputation, so show your passion and deliver on your promises consistently. Never be afraid to ask questions or seek mentorship, it accelerates growth.

How do you do business development and get the above gigs?

I actively network at trade shows, competitions, and industry events. Staying connected with colleagues and brand representatives often leads to opportunities. Additionally, I focus on showcasing my work through engaging social media content and collaborating on small projects that can grow into larger partnerships.

Also Read:
Master Distiller Allan Anderson Guide For Bartenders To Identify a Great Whisky
Romeo Bucciarelli On Delivering Exceptional Guest Experience
10 Essential Tips for Bartenders from Alessandro Melfi

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