Hey everyone! I'm super stoked to see folks from all corners of the world here. It actually makes me want to ask you about a topic I've talked about briefly with some of my bar industry friends and teams occasionally—and I'd love to get some of your thoughts. With all the experience here, spanning London, Rome, Madrid, Barcelona, Hong Kong, Bangkok, the entire U.S., and Latin America, there's a lot of insight to share. Years ago, during an interview, I was asked: "What differences do you see between bartending styles in the U.S. and Europe?" Obviously, there isn't one short, simple answer to that—and if there was, I know someone would still say I missed that one specific consideration of a small group somewhere! But there is something I've noticed, and I'm curious if you agree. When I arrived in the U.S. and before I got to dive into the nuances of the understanding of hospitality here, which are so linked to the idiosyncrasy of the place, one of the first differences I noticed was how much more polished moves were valued in Europe compared to the U.S. Generally speaking, American bartenders (except for a few in major cities) tend to be very pragmatic, focusing on efficiency and effectiveness. They learn and practice only moves that directly impact their speed and ability to serve more drinks in less time, aiming for volume and maximizing output. If something doesn’t enhance efficiency, it often gets the "What's the point?" treatment, which reflects a practical mindset that values productivity. In Europe, though, I see a lot of emphasis on style and grace—even if it doesn’t necessarily make you faster. This approach adds personality and presence, creating an experience that is not just about efficiency, but also about artistry and flair. From the way they hold a bottle and jigger to the way they cut the pour, stir, and taste a cocktail before serving—those little details. Sure, sometimes it can be a bit too much, and suddenly there was a legion moving robotically in an exaggerated Marian Beke style, but there’s something beautiful about it.

Great to be here with like minded people!! Let's inspire and impact together. Love from Italy, Max

It’s great to be here. Let’s make this epic.