Gruppo Campari Explores Global Bar Culture for Docu-Series

Gruppo Campari’s Global Bar Academy – a digital programme for bartenders around the world – has launched a three-part series delving beneath the surface of global bar culture, through the lenses of Community & Culture, Design & Technology, and Flavour & Ingredients.

Collaborating with Campari Bar Academy’s creative director – drinks industry icon Monica Berg – and partner agency Hue & Cry, the series features some of the world’s leading bartenders, in Mexico City, Istanbul, Copenhagen, Singapore and others.

The series premiered at the recent Roma Bar Show, with Chapters one and two of the first episode now live.

Chapter One - Why do we go to bars?

Explores why we gather together to drink – from a socio-anthropological perspective – and the value this adds to our lives, in all sorts of ways.

Chapter Two - Ensuring inclusivity

Looks at the different reasons why people go to bars and why bars add cultural value to our lives. How do you get inside customers’ heads – creating empathy, connection, and representation?

Shot in over 10 countries, the series has been created by a team of local specialist makers managed through &FRIENDS' proprietary platform – as well as its in-house team, which lead the creative, design and production. Hue & Cry has overseen the wider Campari Academy Global Hub, which houses the documentary and other content aimed at the global bartending community.

Simone Massaro, who oversees global bartender advocacy for Campari, said: “It was great to explore the impact of global bar culture on different communities around the world, and to get input from some of the industry's leading figures. With this project, we wanted to investigate in-depth poignant topics relating to the drinks industry and hospitality – and how they’re interpreted around the world.

We have a team of drinks industry experts – led by Monica Berg – who are instrumental in shaping the Campari Academy program, applying their insights, experience and knowledge to ensure it resonates with the bartending community. The collaborative process between Monica the &FRIENDS team, and our other agency partner Hue & Cry, enabled us to guarantee premium production quality – underpinned by a solid editorial platform.”