Disaronno International UK (DIUK), home to an iconic portfolio of spirits and a long-standing supporter of the UK’s on-trade industry, has announced the launch of its new trade advocacy initiative – the Pitch It Program - designed to empower bartenders and mixologists to step confidently into the role of industry thought-leaders.

The Pitch It Program invites bartenders from across the UK to pitch an original seminar concept, with the winning idea brought to life and showcased at Edinburgh Bar Show on Tuesday 14th of April 2026.

With a focus on creativity, education and peer-to-peer mentorship, the initiative aims to celebrate the passion and expertise that exists within the bartending community.

To support the launch, DIUK have created a new advocacy led Instagram platform, @1525barsociety, a dedicated space for hospitality professionals to engage with the full DIUK portfolio.

The winning Pitch It Seminar will be announced 27th of March on @1525BarSociety