The Espresso Martini

As a vodka dedicated to mastering the perfect serve, Smirnoff has recently announced its partnership with The Allegra Group, purveyors of the world’s largest and most celebrated coffee festivals, to host a series of unmissable masterclasses for coffee and cocktail lovers.

The partnership includes exclusive category sponsorship across the 2023 Coffee Festival portfolio to bring the perfect Espresso Martini to life for an estimated audience of 120,000 visitors across Amsterdam, London, Paris, São Paolo, New York and Milan.

“As a global brand, we are excited that the scale of this partnership will take us across three continents, showcasing Smirnoff’s aptitude as the vodka of choice for Espresso Martinis and beyond,” said Stephanie Jacoby, global brand director at Smirnoff.

Smirnoff has brought its vibrant energy to the fore through festivalwide Espresso Martini sampling and headline sponsorship of the cocktail bars at the Amsterdam and London Coffee Festivals, and will continue to serve up perfectly shaken

Smirnoff Espresso Martinis through the remainder of the year. A bespoke ‘City Serve’, created in collaboration with a local coffee roaster and in celebration of the unique spark each city’s culture has to offer, will also be available.

“We know the exceptional smoothness of Smirnoff No.21 serves as the perfect foundation for vodka-based cocktails, so we wanted to challenge leading local bartenders and coffee roasters to experiment with this to create each City Serve,” said Jacoby.

Four of this year’s largest festivals will also play home to Smirnoff Cocktail Masterclasses – sessions designed to bring guests together over a premium-quality cocktail-making experience. Each 45-minute session will be hosted by a local leading bartender and local coffee roaster, offering guests the opportunity to get hands-on with Smirnoff and empowering them with the skillset to create the perfect Espresso Martini and their local ‘City Serve’ at home.

“We feel an authentic connection with Smirnoff through our joint passions for culture, flavour and craft. We’re very pleased to have them as a partner across our 2023 coffee festivals and look forward to the brand bringing its vibrant energy to our existing event formats. We’ve seen increased interest from the coffee trade in exploring coffee cocktails and we look forward to working with Smirnoff on educating and entertaining through the art of mixology at each of our worldwide events,” said Ludovic Rossignol, co-founder of The Coffee Festivals. Masterclass tickets will be available to purchase from the ‘Tickets’ section of each festival’s website.

Upcoming Festival Dates

• 20th – 23rd April: London

• 13th – 15th May: Paris

• 23rd – 25th June: São Paulo

• 6th – 8th October: New York

• 2nd – 4th December: Milan