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.
About Luxardo
LUXARDO® is Italy's premier liqueur producer and original cherry producer, creating essential ingredients for modern and classic cocktails. Founded in 1821 by Girolamo Luxardo, the company is still family-owned and managed by the sixth generation of the Luxardo Family, who have elevated drinks to cocktails for over 200 years. Based in Torreglia, located in the Veneto Region in northeastern Italy, the Luxardo Family cultivates around 30,000 of their exclusive Marasca cherry trees, a proprietary varietal of sour cherries. Today, the Luxardo product range stretches from the world-renowned Maraschino Cherries to top-selling and innovative Italian liqueurs including Bitter Bianco, Del Santo, Limoncello, and Espresso. Luxardo products are currently available in over 86 different countries around the world, including the U.S., where Luxardo products can be found at over 40,000 retailers and online. For more information, please visit luxardousa.com, or follow @luxardousa on Instagram, Facebook, and Pinterest.
About Hotaling & Co.
A born and bred San Francisco original, Hotaling & Co. is the leading importer of artisanal spirits and cocktail essentials. With a dedication to artisanal spirits that started in 1993 under the name Anchor Distilling Company, which heralded the return to copper pot distilling in the U.S. with the original craft introductions of Junipero Gin & Old Potrero Rye Whiskey, Hotaling & Co. carries on a pioneering legacy through its name, giving a nod to the local legend A.P. Hotaling, who ventured West during the Gold Rush and quickly became one of the most reputable spirits dealers in the country and a notable figure in American drinking culture. Fueled by a passion for beverage expertise, education, and hospitality, Hotaling & Co. carries on this tradition of artisanal excellence by bringing together a family of like-minded spirits that share a commitment to craft and care. Today, Hotaling & Co.’s portfolio is synonymous with brands of unmatched quality and character, including Luxardo Liqueurs & Cherries, Nikka Whisky, HIRSCH Selected Whiskeys, Junipero Gin, HINE Cognac, Convite Mezcal, Fiero Tequila, Kavalan Whisky, Denizen Rum, Dingle, BarSol Pisco, Christian Drouin, Arran Whisky, Old Potrero Rye Whiskey, Silvio Carta, and more. Visit HotalingandCo.com to explore the full range of brands.
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