With a Swedish mother, a Sicilian father, and a passport full of stamps, Grazia Di Franco is more than just a brand ambassador—she’s a storyteller who bridges cultures through craft spirits. As the South East Asia Brand Ambassador for Maison Ferrand, Grazia’s career is a vibrant blend of creativity, innovation, and a deep respect for tradition. From humble beginnings in Sicily to her current base in Singapore, her journey has been defined by exploration, connection, and a relentless passion for the bar industry.

In this interview, Grazia takes a moment to share her insights with Bartender Spirits Awards. With topics spanning from craft spirits trends in Southeast Asia and how her unique heritage influences her creations to Maison Ferrand's approach to sustainability, take a look at what she has to say about the current spirits scenario.

Edited excerpts from the interview.

If you could create a signature cocktail with spirits from Maison Ferrand that represents your personality, what would it be called, and what ingredients would you use?

I’d have to pick two signature cocktails that reflect my heritage and personality. The first is the Gimme Gimme Gimlet, a playful nod to ABBA’s iconic 'Gimme! Gimme! Gimme!'. It’s made with Citadelle Gin Jardin d’Été, Tio Pepe Fino Sherry, and a cucumber shrub. The savory freshness reminds me of childhood breakfasts with homemade pickles from my aunt’s kitchen.

The second is the EVOO Lemon Tart, that fuses together the flavors of the French delight "tarte au citron" with quintessential Italian ingredients. It combines Planteray 3 Stars Rum, olive oil, fresh lemon juice, and white chocolate sugar. It’s a balance of citrusy flavors and rich textures that perfectly reflects my Sicilian heritage!

What trends have you observed in the craft spirits industry in Southeast Asia, and how is Maison Ferrand positioning itself to capitalize on these trends?

In Southeast Asia, I’ve noticed some truly exciting trends. First, there’s a growing appreciation for heritage and authenticity—people are drawn to brands with real stories and artisanal methods. Maison Ferrand is perfectly in tune with this, thanks to our dedication to traditional techniques and terroir.

Another trend is the use of local ingredients. Bartenders are experimenting with native fruits, herbs, and spices, creating cocktails that blend regional identity with global influences. With our versatile portfolio—like Planteray Rum, Ferrand Cognac, and Citadelle Gin—we’re able to support this creativity by offering layers of flavors that complement Southeast Asia’s unique palate.

Sustainability is also becoming a priority, from eco-friendly packaging to sourcing practices. Maison Ferrand is deeply committed to sustainability, and we’re showcasing how environmental responsibility can go hand in hand with quality.

What’s the most unusual or fun ingredient you’ve ever used in a cocktail, and how did your guests react?

One cocktail I created, called Breakfast on a Veranda, featured rockmelon, coffee, and mint. On paper, it sounded like an odd mix, but the flavors came together beautifully. The sweetness of rockmelon balanced the bitterness of coffee, while mint added a refreshing twist. Guests were skeptical at first but ended up loving the combination. Many said it evoked the feeling of a serene morning—a unique but comforting experience. It was a great example of how flavors that seem worlds apart can create something memorable when balanced just right.

In your travels, what’s the most memorable bar or cocktail experience you’ve had, and why does it stand out?

One unforgettable moment was at Orana, a fine-dining restaurant in Adelaide. As we left, the entire staff—including the kitchen team—stood by the door to thank us personally and handed us an envelope with the night’s menu, a thoughtful memento of the experience. That gesture turned a great meal into a deeply memorable experience. It’s a detail that might seem small to others, but to me, it captured the true essence of hospitality. It reminded me that hospitality is about making people feel genuinely valued, and sometimes, it’s the smallest details that leave the biggest impression.

Image Credits: Grazia Di Franco

What’s your favorite way to unwind after a long day?

With such a dynamic job where I am working day and night, and constantly traveling, my idea of unwinding is less about a specific time and more of a habit I incorporate into my routine whenever I can. Physical activity, like reformer pilates and strength training help keep me grounded, and I always carry a resistance band to stretch and relax during long trips. And of course a cup of fresh tea and classical music work wonders. While traveling, I enjoy solo tours with local guides to immerse myself in the culture and landscape. These little rituals help me stay balanced and be prepared for whatever comes next.

What are some of the biggest challenges you face in promoting Maison Ferrand in the Southeast Asian market, and how do you overcome them?

Southeast Asia’s diverse drinking cultures and preferences are a challenge, as each market has its unique flavors and traditions. Ingredient availability can also vary, requiring creative adaptations to ensure consistency. To address this, I work closely with local distributors and bartenders. Hosting masterclasses, tastings, and collaborations allows me to educate and inspire, while also adapting our portfolio to suit regional palates.

Another challenge is standing out in a crowded craft spirits market. Communicating Maison Ferrand’s values—our commitment to quality, tradition, and sustainability—is key to differentiating ourselves.

Looking ahead, what is your vision for the brand in Southeast Asia?

I want Maison Ferrand to not just thrive as a premium spirits producer but also as a brand that fosters deeper appreciation for craftsmanship, sustainability, and quality in this region. Our creative process is endless, with a commitment to constantly developing new products that push boundaries while honoring tradition—take, for example, our Planteray Cut & Dry Rum, 100% from Barbados using natural & local coconuts infused in our Bajan rum.

Sustainability is a big focus. We’ve introduced La Poche, an eco-friendly pouch with 2.8-liter capacity, in markets like the Philippines and Cambodia. It’s 17 times lighter than an empty glass bottle, making it a game-changer for sustainability in bars across Southeast Asia.

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What advice would you give to aspiring brand ambassadors, bartenders, or anyone looking to break into the spirits industry?

This industry might seem glamorous, but it’s demanding. Whether as a brand ambassador or bartender, you need creativity, discipline, and stamina to excel. So learn to take care of yourself—healthy habits and sustainability aren’t just for the brand; they’re essential for your well-being too. Secondly, stay curious and make the most of educational opportunities—they’re great for learning and networking. Above all, Building authentic relationships is key in this people-driven industry. Connections with colleagues, mentors, and industry peers can open doors and offer invaluable support. For me, partnerships with distributors, bartenders, and venues have been instrumental in my journey, and I continue to learn and grow through these relationships. It is also key to bring your unique personality and perspective to the role, and choose a brand that you truly love. Authenticity resonates with people, and they connect with a story that feels real. Whether it’s a signature cocktail that represents your heritage or an innovative way of presenting a brand, trust in your own voice and let it shine!

Header image sourced from Grazia Di Franco.

Related Links:
Dontaine Jackson on How Creativity and Passion is the Foundation of Mixology 
Nine Spirits Trends You Can Expect in the 2025 U.S. Drinks Market