Classy Cocktails Enters UK Market Through Partnership With Ethnic Brand Marketing

Classy Cocktails, the ready-to-drink cocktail brand co-founded by Italian bartender Patrick Pistolesi, has announced its entry into the United Kingdom market through a new partnership with Ethnic Brand Marketing Ltd (EBM). The move marks a significant step in the company’s international growth strategy, targeting one of the world’s most competitive and innovative markets for mixology and premium beverages.

The collaboration was made public from Milan, where Classy Cocktails is based. EBM, headquartered in the UK, specializes in developing and distributing premium and craft beverage brands across the country. The agreement will see Classy Cocktails distributed progressively throughout the UK, focusing on high-end hospitality venues, specialized retail outlets, and e-commerce platforms. The goal is to reach about 1,000 points of sale within the first 12 months, with an estimated 100,000 bottles sold and projected revenue of £700,000.

The UK alcoholic beverage market in 2026 is characterized by a trend known as “premiumization.” Consumers are drinking less but seeking higher quality and more authentic products. They are willing to pay more for distinctive ingredients and superior experiences. This shift has fueled rapid growth in the ready-to-drink segment, especially among consumers who want bar-quality cocktails at home.

Classy Cocktails aims to meet this demand by offering cocktails crafted with premium ingredients sourced from leading international producers such as Altamura Distilleries, Tequiero Tequila, Mount Gay, Cointreau, Amaro Nonino, and Supasawa. Each recipe is developed by Pistolesi himself, who brings over two decades of experience from some of the world’s top cocktail bars, including Drink Kong in Rome—recognized among the World’s 50 Best Bars.

The brand’s approach goes beyond simply bottling classic cocktails. The founders—Pistolesi along with Marcello Camellini and Giovanni Gozzi—have built a business model that seeks to deliver the complexity and balance of a bar-made drink in a convenient format. Their packaging uses lightweight aluminum bottles designed for both aesthetics and sustainability.

In a market crowded with options but not always focused on quality, Classy Cocktails positions itself as a premium choice. The company emphasizes strong brand identity, customization for top clients, and an immediate yet refined drinking experience. Pistolesi is also developing a limited edition line in collaboration with leading London mixologists.

The partnership with EBM is seen as crucial for establishing a long-term presence in the UK. EBM brings expertise in building value for premium beverage brands and has an established distribution network suited to Classy Cocktails’ ambitions.

A comprehensive communication plan will support the launch to build brand awareness and reinforce its positioning among British consumers. According to Pistolesi, entering the UK means engaging with one of the most sophisticated audiences in global mixology—a place where trends are set and standards are defined by some of the best bars and bartenders worldwide.

Steve Mody, Director of EBM, expressed enthusiasm about working with Pistolesi’s team to develop a lasting presence for Classy Cocktails in Britain. He described the brand as having strong identity and significant potential for growth.

This expansion into the UK marks the beginning of a new phase for Classy Cocktails as it seeks to bring its vision of high-quality ready-to-drink cocktails to major global markets. The company aims to promote a new interpretation of cocktail culture that combines convenience with craftsmanship.