A tour of Italy’s best cocktail bars to spread the brand’s values
ETSU Gin, to further strengthen the bond between the brand and Italian territory, presents ETSU Embassies. A program developed with D&C, exclusive importer and distributor for Italy, involving a selection of exceptional venues and mixology professionals. Among the first official ETSU “embassies” are renowned names such as Drink Kong (Rome), LAB (Viterbo), Kadavè (Naples), Mezzo Pieno (Caserta), Tagoo, Down Town (Cagliari), Caffè degli Artisti, Caffè dei Mercanti, Caffè Milano, and Post (Alessandria). Being part of the ETSU Embassies project means becoming ambassadors of the brand’s spirit. Not just points of sale, but true custodians of Japanese culture, aesthetics, and tradition reinterpreted through gin. Each selected venue becomes an experience and storytelling hub, helping to spread the ETSU philosophy through quality offerings and service excellence.
ETSU GLOBAL COMPETITION
The program also includes a major international event. In 2026, the ETSU Global Competition will take place, with a European final bringing together the best bartenders from the various countries where ETSU is distributed. Italy aims to bring its most talented ambassadors to the final stage. Winners will receive an exclusive trip to Japan, to the ETSU distillery, for an immersive experience in the culture and philosophy that animate every bottle.
ETSU, THE GIN OF THE RISING SUN
The ETSU brand has perfectly captured the growing trend toward Rising Sun culture, with a distinctive image, evocative packaging, and a refined and innovative taste proposition. Italy is now the leading market globally for Gin ETSU, confirming the success of the brand building strategy conducted by D&C. The secret to this success lies in quality, communication, and continuous product innovation by the brand.
In the on-trade channel, ETSU has distinguished itself through limited editions with strong visual and cultural impact. The ETSU SAKURA Edition, launched in 2024 and confirmed for 2025, comes in a glass bottle decorated with an engraved image of a geisha. This expression is inspired by the evocative cherry blossom season in Japan, featuring delicate aromas of sakura, yuzu, and a selection of native botanicals. In September 2025, a limited edition will be launched featuring a bottle decorated with a glass koi carp—a Japanese symbol of strength and perseverance—of ETSU PACIFIC OCEAN. A gin characterized by an aromatic profile that evokes sea breezes and the intensity of oriental spices.
In the off-trade channel, ETSU ranks in the top ten premium-positioned gins. A solid presence, supported by a distinctive brand image and excellent turnover, demonstrating the brand’s ability to win over mainstream consumers without ever compromising on quality, identity, and storytelling
