Former Hilton Park Lane bartender Sonia Elia has joined Cocchi in a newly-created brand advocacy manager role, as the Italian aromatised wine brand seeks to strengthen ties with the on-trade.

Cocchi was named the best-selling vermouth brand in the world’s best bars in the Drinks International Annual Brands Report 2023. Elia will be responsible for strengthening this relationship with the on-trade with a special focus on key European markets including the UK and Italy.

Elia joins the brand from Franklin & Sons where she held a sales and ambassadorial role.

“I'm really happy for this incredible opportunity,” said Elia. “I have made some of the best cocktails of my career using Cocchi so helping to grow such an iconic Italian brand is truly an honour and a dream come true.”

Giorgio Bava, Cocchi's export area manager, added: “For years now we have invested in building our relationship with the on-trade, a sector which in turn has believed in Cocchi and has supported our global growth. Sonia adds energy and creativity to an already very dynamic team, and we can't wait to toast together in bars across Europe."