The News
Hotaling & Co., the exclusive U.S. importer of Luxardo, announced the appointment of Laura Newman as its first U.S. brand ambassador. Newman, with over a decade of experience in bar ownership and beverage development, will lead trade advocacy, education, and experiential programming for Luxardo. The announcement was made on April 20, 2026, in San Francisco.
Luxardo’s appointment of Laura Newman as the company’s first U.S. ambassador comes after Hotaling & Co., the exclusive U.S. importer, expanded its portfolio to more than 300 specialty brands and grew its business by 500 % over nine years.
Hotaling & Co.’s national distribution partner Southern Glazer’s serves 44 states and Canada, giving Luxardo an off‑premise presence in over 40 000 retail locations worldwide. The ambassador’s role focuses on trade advocacy, education, and experiential programming for on‑premise operators.
The move signals a shift toward deeper bartender engagement. By leveraging Hotaling & Co.’s extensive distribution network, the ambassador can help craft webinars, tasting events, and cocktail kits that showcase Luxardo’s maraschino liqueur and cherry heritage alongside other premium spirits.
For distributors, this initiative offers an opportunity to embed Luxardo into existing product narratives and provide training resources that align with current mix‑ology trends. Bar managers will see concrete educational touchpoints—workshops and tasting sessions scheduled across the 44 states covered by Southern Glazer’s—rather than a one‑off press release.
The appointment reflects a broader industry pattern in which premium spirits invest in dedicated brand advocacy to differentiate in an increasingly crowded market.
Original Press Release
Award-winning bartender and educator to lead national advocacy and education for historic Italian liqueur and maraschino cherry house
SAN FRANCISCO (April 20, 2026) — Hotaling & Co., the exclusive U.S. importer and steward of Luxardo, announces the appointment of Laura Newman as the brand’s first U.S. brand ambassador, marking a significant milestone in Luxardo’s continued investment in the American market.
Newman brings more than a decade of experience spanning bar ownership, beverage development, brand consulting, and spirits education. She made history as the first female winner of the Diageo World Class U.S. competition in 2018, has been recognized for her Spirited Award-nominated cocktail programs, and has served as an educator, mentor, and judge across leading industry events, establishing herself as a leading voice in the international bartending community.
In this role, Newman will lead trade advocacy, education, and experiential programming nationwide, working closely with bartenders, distributor partners, and media to further elevate Luxardo’s presence in the U.S. and its connection to both classic and modern cocktail culture. Her responsibilities will include developing national education initiatives, supporting key market activations, and creating digital content to engage both trade and consumer audiences.
“For over 200 years, Luxardo has shaped cocktail culture through its essential role in classic cocktails and driving modern creations behind the bar today,” said Brian Radics, Hotaling & Co. CMO. “Laura’s expertise sits at the intersection of cocktail history, modern mixology, and hospitality operations, making her uniquely positioned to represent Luxardo’s legacy in today’s evolving drinks landscape. Known for her ability to translate classic techniques into contemporary applications, she brings a thoughtful approach to cocktail development and storytelling that aligns with Luxardo’s role as a foundational ingredient in both timeless and modern serves.”
Founded in 1821 and still family-owned and operated in Italy, Luxardo is one of the world’s most respected producers of liqueurs, with a legacy rooted in quality, authenticity, and tradition. Best known for its maraschino liqueur and iconic cocktail cherries, the brand has remained a staple behind the bar for more than two centuries, playing a foundational role in both classic and contemporary cocktails.
“I’m honored to join Luxardo at such an exciting moment for the brand in the U.S.,” Newman said. “Luxardo has played an essential role in cocktail history, and I look forward to working with bartenders and partners across the country to continue building on that legacy in a way that feels relevant to today’s industry.”
As the brand’s first national brand ambassador, Newman will focus on expanding Luxardo’s educational footprint, supporting national and regional initiatives, and reinforcing the brand’s role as a benchmark for quality liqueurs behind the bar.
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Source: BevNET