London welcomes Classy Cocktails: signature mixology by Patrick Pistolesi conquers the UK Market
Classy Cocktails, the signature ready-to-drink (RTD) cocktail brand co-founded by Patrick Pistolesi, officially celebrated its UK debut by transforming The Lighterman – an iconic venue overlooking Granary Square in King’s Cross – into a corner of the Italian Riviera. Hosted in partnership with distribution ally Ethnic Brand Marketing Ltd (EBM), the exclusive event marked the brand’s first touchpoint with the British market. Through an immersive experiential journey, it showcased the core vision driving Classy Cocktails: elevating and exporting the quality and culture of Italian signature mixology far beyond the traditional bar counter.
Following the announcement of its strategic partnership with EBM, this London event signals the concrete rollout of commercial operations in the UK – one of the most mature and competitive RTD markets globally. The evening provided a high-profile networking platform to connect with distributors and industry professionals tasked with driving the brand’s market penetration and growth across the United Kingdom.
The launch brought together key buyers, beverage industry professionals, HoReCa operators, digital creators, and trade stakeholders to experience a disruptive approach to the ready-to-drink category. “An Evening on the Italian Riviera” served as a physical manifestation of the Classy Cocktails universe. Mediterranean atmospheres, references to the Ligurian coast, premium curated cocktails crafted by Patrick Pistolesi, and a narrative built around Italian excellence guided guests through a fully immersive brand experience.
“London is a global epicenter shaping the future of mixology. Being here, not just with our product portfolio but with a brand activation capable of articulating our identity, is a major milestone,” stated Patrick Pistolesi, Co-founder of Classy Cocktails. “We wanted to bring a piece of Italy into the heart of King’s Cross because Classy Cocktails was born from this exact premise: transforming signature mixology into an accessible luxury, while keeping its quality, elegance, and cultural value fully intact. This evening marks the beginning of a long-term roadmap we aim to build together with the UK market”.
“For us, simply launching a product in the UK was not enough. We wanted to convey a lifestyle, a cultural narrative, and a brand-new way to experience cocktails”, commented Giovanni Gozzi, Co-founder and Chief Commercial Officer of Classy Cocktails. “This is why we chose an immersive launch event to express Classy Cocktails’ DNA from day one: a brand that seamlessly bridges sophisticated design, Italian heritage, and uncompromised quality”.
“The United Kingdom is a premier international beverage laboratory, where consumer trends are born and new consumption models are defined. Securing a footprint here means engaging with an highly sophisticated audience and stakeholders who share our rigorous focus on quality”, added Marcello Camellini, Co-founder and CEO of Classy Cocktails. “Thanks to our partnership with EBM, we are structuring a robust, long-term growth trajectory that begins in London but targets a much broader global expansion.”
