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Cocktail Alchemy

Updated: Jun 14

Paola Mencarelli, the visionary behind Italian Cocktail Weeks on transforming the art of mixology into a cultural movement.


By GIOVANNA G. BONOMO

June 2025

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In the realm of Renaissance masterpieces and beneath Brunelleschi's dome, Florence harbours another art form that has quietly evolved over the centuries: "l'arte dell'aperitivo." While not as internationally renowned as Milan or Venice for its cocktail culture, Florence's contribution to Italy's drinking history is both significant and deeply rooted in the city's aristocratic past.


Few remember that we owe the aperitivo tradition to Catherine de' Medici, who imported this pre-dinner ritual from France. Through her intuition, the gathering of chefs and liquor specialists at her court centuries ago established Florence as a magnetic destination for hospitality, dining, and the art of mixology. Today, in a remarkable historical parallel, another visionary woman has taken up this cultural ambassadorship—Paola Mencarelli, a modern Medici of mixology, who like Catherine before her, has transformed Florence's drinking landscape while extending its influence far beyond the city's ancient walls.


Florence's modern cocktail legacy was cemented in 1919 at Caffè Casoni (later Caffè Giacosa), when Count Camillo Negroni requested something stronger than his usual Americano. Bartender Fosco Scarselli obliged by replacing soda water with gin, inadvertently creating one of the world's most celebrated cocktails—the Negroni. This ruby-red concoction remains the city's most famous liquid export, embodying Florence's approach to drinking: elegant, balanced, and unapologetically Italian. "I started drinking out of thirst for knowledge," confesses Paola Mencarelli, the French literature scholar-turned-gastronomic journalist who has revolutionized Italy's cocktail landscape.


In 2016, Mencarelli launched Florence Cocktail Week—a then-novel concept in a country better known for its wine—which has since evolved into the influential Italian Cocktail Weeks empire. Just as Catherine de' Medici once carried aperitivo traditions from France to Florence, Mencarelli has become a cultural conduit, spreading Florence's refined cocktail sensibilities from the jagged peaks of Cortina to the lemon-scented cliffs of the Amalfi Coast. Her approach transforms regional drink cultures into liquid stories, where each drink is a narrative—distilled history, terroir, and craft.


Under Mencarelli's visionary leadership, Florence's cocktail scene has transcended simple mixology to become a cross-disciplinary cultural experience. As she hosts events at venues across Italy, she's reshaping the industry while honoring its roots, ensuring that 16th-century aperitivo traditions harmoniously collide with modern innovations. Recently crowned an Honorary Consul of Italian Hospitality, Mencarelli has become a de facto ambassador of la dolce vita 2.0, proving that when stirred with enough curiosity, a cocktail can become a passport to the soul of a nation.


ABOVE from left: Federico Pavan (Director of Mixology for Rocco Forte Hotels), Salvatore Calabrese "The Maestro", Paola Mencarelli (Founder Italian Cocktail Weeks), Frank Grillo (Managing Director Altamura Distilleries), Federico  Galli (Bar Manager Artemisia - Hotel Savoy).  LOCATION: Artemisia Bar, Hotel Savoy, Firenze.  ph. Marco Cellai
ABOVE from left: Federico Pavan (Director of Mixology for Rocco Forte Hotels), Salvatore Calabrese "The Maestro", Paola Mencarelli (Founder Italian Cocktail Weeks), Frank Grillo (Managing Director Altamura Distilleries), Federico  Galli (Bar Manager Artemisia - Hotel Savoy). LOCATION: Artemisia Bar, Hotel Savoy, Firenze. ph. Marco Cellai


How do you define “artisanal intelligence” in modern mixology, and how does it balance creativity, skill, and storytelling while embracing trends like wellness?


PAOLA MENCARELLI: Mixology, from its 19th-century origins to its evolution today, has always centred on the bartender’s creativity. Crafting a cocktail isn’t just about mastering ingredients or techniques—it’s that creative spark, akin to ‘artisanal intelligence,’ that turns a good drink into a historic one, especially when paired with a narrative that makes it unique. Building on classic recipes, a bartender’s reinterpretation—or ‘twist’—fuels the creation of new signature cocktails. These twists preserve the original structure while adding fresh style, whether through substitutions, low-alcohol ingredients, zero-waste elements, or non-alcoholic alternatives. This approach meets growing demands for wellness and sustainability, proving tradition and innovation can coexist."


Your background is in French literature and gastronomic journalism. How did these fields prepare you to launch Italy’s first cocktail week?


P.M: I’ve often asked myself how my literary studies shaped my work. The answer lies in my creative process, which draws on layers of knowledge from my academic and professional journey. When I founded FCW in 2016, I looked to international models like London’s Cocktail Week, but Florence and Venice’s rich history infused my events with deeper cultural resonance. Cocktails became more than drinks—they became stories. Guests now experience mixology as a cultural act, not just a taste. As a lifelong teetotaler, I joke that I started drinking ‘out of thirst for knowledge.’"


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How has growing up in Tuscany influenced your approach to mixology and events like FCW?


P.M: I was born and raised in the Sienese countryside, and like many families in those lands, mine had a vineyard, an olive grove, a vegetable garden, and a chicken coop. From a young age, I learned to recognize authentic flavours, a skill that stayed with me into adulthood and throughout my career as a gastronomic critic. My relentless focus on seeking out and elevating quality products—especially local, niche ones—has defined my entire journey and still influences how I select partner brands and design events, particularly educational ones. My bond with this land remains unbreakable: while the vineyard, garden, and chicken coop are gone, the olive grove remains. I still personally produce an excellent extra virgin olive oil for my family, which I’m proud of. This heritage drives me to explore the importance of locally sourced ingredients in mixology, hosting dedicated events that celebrate this legacy.


As a woman in a male-dominated field, what challenges did you face launching FCW, and how has your leadership shifted perceptions?


P.M: Honestly, not many. True leadership has no gender. My cultural background positioned me as a natural guide. While bartending remains male-dominated, I believe women excel in critical thinking and organization. Today, I’m heartened to see women rising as journalists, mentors, and leaders in this space. If I’m cited as an example of empowerment, that’s a bonus.


Your 2021 book archives FCW’s first five years. Which cocktail holds the most personal significance?


P.M: My generation grew up with printed books—they leave a tangible legacy. Despite digital dominance, I still publish a recipe book for each Cocktail Week. I Signature Cocktail di Florence Cocktail Week chronicles 143 drinks that trace our evolution. While I cherish every recipe, Luisanna Messeri’s ‘Bullshot’ epitomizes my vision. A pop chef and FCW ally, she reimagined a classic with humor, blending history, liquids, and food."


Receiving the title of Honorary Consul of Italian Hospitality in 2022 acknowledging your impact on Italy’s cultural identity. How do you define “Italian hospitality”


P.M: Receiving this title from Danilo Bellucci, alongside legends like Salvatore Calabrese and Peter Dorelli, was humbling. Italian hospitality is about making guests feel cherished—whether through a Negroni at Caffè Gilli or a Venetian pop-up bar. When Aman Venice credited Venice Cocktail Week with redefining their hospitality, it affirmed my mission: the bar is Italy’s calling card to the world."


Who mentored you, and how does nurturing talent shape FCW’s future?


P.M: Dario Laurenzi and Alessandro Grassi launched me into event planning. Their mentorship inspired me to pay it forward. Initiatives like the Young Guest Bartender program and Shift Scholarship (bringing a Kazakh bartender to Tuscany) empower the next generation. The future of Italian Cocktail Weeks belongs to young talent—they’ll define tomorrow’s hospitality."


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How do you honour Florentine history while embracing new trends?


P.M: There is no innovation without tradition’—it’s undeniably a cliché, but for me, it remains a profound truth. My goal is to continue celebrating Florence’s history and traditions through mixology, whether by promoting the Negroni—a cocktail born here over 100 years ago and now among the world’s most iconic drinks—or the Historic Café Tour, which maps the city’s geography through its storied bars. Sipping a Negroni at surviving institutions like Caffè Gilli 1733 or Rivoire is a timeless experience, leaving an indelible mark on anyone passionate about this craft. Yet I’m equally eager to explore mixology’s new frontiers, from sipping contemporary cocktails in the city’s trendiest bars to curating events that spotlight emerging trends. Fun fact: The genesis of the Historic Café Tour is curious—it began during my 2019 trip to New Orleans for Tales of the Cocktail, where I joined the “French Quarter Historical Cocktail Tour.” Inspired, I adapted the concept for Florence, a city with an even richer and more layered history.)


How did FCW begin, and what do you want guests to take away?


P.M: During FCW’s first edition in 2016, the schedule featured just a handful of events, including a must-have Negroni masterclass with Tuscan expert Luca Picchi and a single guest appearance by Milan’s Diego Ferrari. The festival was born to champion Florentine mixology and its local talent. Over the years, the program expanded—2017 welcomed our first international guest, Japanese maestro Hidetsugo Ueno, followed by growing numbers of Italian and global stars, fuelled by brands who believed in the project and invested in its content. By FCW25, we hosted 194 events with 70 Italian guests, 40 international names, and 40 from other Italian Cocktail Weeks (ICW). While external guests helped generate buzz, the latest edition’s Barkeeper initiative refocused attention on resident bartenders. I wanted to prove our local professionals have everything it takes to deliver unforgettable experiences, without relying solely on outside talent. Simultaneously, I pushed to integrate cultural events accessible to both the public and bartenders. Though these faced tougher reception, they added depth and diversity to the festival.


My hope? That anyone attending our Cocktail Weeks leaves with memories of an experience that’s as entertaining as it is enlightening—a journey through flavours, stories, and the people who bring them to life.”


If not mixology, what passion would you pursue?


P.M: Literature, travel, food, yoga, dance, and the nautical world! I’ve organized dance and food events; now mixology lets me merge art, mountains, and sea. Travel—especially by water—fuels me. My future? A cocktail of these passions, always with a drink in hand to toast life."


How do events like the Historic Café Tour deepen appreciation for Italian culture?


P.M: Attracting audiences beyond industry insiders, including international visitors, has been my goal since FCW’s inception. To cultivate a true mixology tourism movement, I launched Tuscany Cocktail Week in 2019 to spotlight the entire region. Over the years, I’ve tried to engage local institutions—sadly, without much success. Yet passionate attendees from Italy and abroad still flocked to our events, cementing their success.


Designing complementary initiatives has always been central to my vision: in 2018, the Spirito&Spirits conference explored alcohol’s ties to religion, while RiEsco a Bere Italiano (The Salon of Italian Liquors, Bitters, and Distillates) promoted Italy’s craft spirits. In 2019, we hosted a global Negroni Centenary roundtable and the Historic Café Tour, uncovering Florence’s bar history. More recently, collaborations like Dining/Pizza/Pastry/Gelato with the Spirits and ICW Pop-up Bars—featuring bartenders from other Italian Cocktail Weeks—laid groundwork for the inaugural ICW Reunion in June 2025.


Each initiative springs from ideas, travels, experiences, and a desire to unite people around Italian culture and lifestyle. Living in cities like Florence and Venice, steeped in beauty and art, deeply fuels my creativity. My current challenge? Persuading partner brands to embrace cross-disciplinary events. This year’s Le Quattro Stagioni at the Four Seasons Hotel Firenze concert by Altamura Distilleries proved mixology can be a cultural catalyst—not just a vehicle for drinks.



 
 
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