When designed well, a beverage program can play a crucial role in helping an F&B establishment to forge connections with customers and strengthen its brand identity. Federico Penzo, founder of Federico Penzo Beverage Experience, talks us through the art of creating drinks steeped in storytelling that complete, rather than simply fit, a venue.
When designed well, a beverage program can play a crucial role in helping an F&B establishment to forge connections with customers and strengthen its brand identity. Federico Penzo, founder of Federico Penzo Beverage Experience, talks us through the art of creating drinks steeped in storytelling that complete, rather than simply fit, a venue.
Consistency and connection
At Federico Penzo Beverage Experience, we see beverage consultancy as a storytelling process that connects brand vision, design intent and sensory experience. Before we create a single recipe, we immerse ourselves in the property’s identity, from its values and aesthetics to its rhythm and guest profile. Whether it’s a contemporary hotel shaped by architectural minimalism or a heritage resort inspired by its cultural roots, every brand has a narrative waiting to be translated into taste.
The design and history of a space define the rhythm of experience. A sculpted marble bar may inspire a drink that reflects its elegance and precision, while a terrace filled with natural light calls for something fresh and inviting. This captures the openness of the setting. Each environment carries its own emotion, and our role is to translate that emotion into a beverage experience that amplifies the brand’s voice. When concept, design and beverage creation align, the result is not just consistency, but connection.
All about the intention
Every touchpoint contributes to this narrative. The color palette of a cocktail, the service flow, even the subtle soundscape of the bar all communicate intention. Together, they create an atmosphere where guests instinctively sense the hotel’s story without it ever being spoken. That is the essence of effective storytelling in hospitality. It’s felt, not told, and it turns a drink into a lasting memory.
We work alongside interior designers, chefs and brand teams to ensure that every detail, from the beverage program to the service ritual, complements the space’s identity. This holistic approach allows hotels to deliver a guest experience that feels seamless and intentional, one where design, flavor and feeling move together.
Delivering differentiation
In a marketplace where differentiation is everything, storytelling through beverage is a strategic tool. Guests no longer seek just a good drink; they want meaning, show and emotion. When a beverage program reflects the brand’s narrative, it deepens engagement, builds loyalty and enhances the property’s perceived value.
Ultimately, cocktails are the conclusion of a brand’s creative process, the final stage where art, design and hospitality meet. When crafted with intention, they do more than please the palate; they express the spirit of the place and the people behind it. Guests might not know why everything feels right. But they remember that feeling. And that’s what builds loyalty.
