The Spirits Business Podcast 23. Four Roses Bourbon: how high-end hospitality equipped Ilaria Carone for brand ambassadorship
Apr 28, 2025
Ilaria Carone, the spirited UK brand ambassador for Four Roses Bourbon, shares her incredible journey from Italy to London’s cocktail scene. She discusses overcoming language barriers and honing her craft in high-end bars. Ilaria emphasizes the importance of continuous learning and resilience amid industry challenges. She also dives into the nuances of the American whiskey market and how her role fosters authentic connections with bartenders. The conversation highlights her passion for creating unique experiences and her dreams of opening a bar in Italy.
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Early Hospitality Journey
- Ilaria Carone started in hospitality as a waiter in Italy before transitioning to bartending after admiring bartenders' creativity and guest interaction.
- She studied bartending formally in Rome and moved to London to improve her English and grow her career, landing her first job within days despite language barriers.
Breaking Barriers in London
- Upon arriving in London with little English, Ilaria secured a job within days at a members' club after an interview conducted in Italian.
- She was given three months to learn English or lose the job, which motivated her to quickly gain basic language skills through work and immersion.
Confidence and Study Enhance Skills
- Build skills by constantly studying, doing masterclasses, and participating in cocktail competitions to gain confidence and connections.
- Be confident behind the bar; guests can sense nervousness, so honesty and knowledge are key to a great guest experience.