The Coffee Cocktail of a Generation: Mr Black Espresso Martini Fest Marks Year Four

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Diageo's (NYSE:DEO) Mr Black brand announces the fourth annual Espresso Martini Fest, running from September 29th to October 5th, 2025, across multiple cities in the U.S., Europe, and China. The event celebrates the Espresso Martini, which has risen to become the second most popular cocktail in the U.S., according to CGA by NIQ's cocktail tracker.

The festival showcases Mr Black Cold Brew Coffee Liqueur, which retails at $29.99 per 750ml bottle. Made with specialty Arabica beans and cold-brewed for complex flavor, the liqueur features natural notes of cacao and caramel, positioning itself as a key ingredient in the cocktail's revival.

Positive

• Espresso Martini has risen to #2 most popular cocktail in U.S. market
• Festival expansion to multiple cities across U.S., Europe, and China shows brand growth
• Strategic positioning of Mr Black as essential ingredient in popular cocktail trend

Negative

• None.

Bars and bartenders across five cities reimagine the serve that's risen to the #2 cocktail in the U.S.

NEW YORK, Sept. 22, 2025 /PRNewswire/ -- Now in its fourth year, Mr Black Espresso Martini Fest unites America's top cocktail cities in a nationwide toast. From September 29th through October 5th, the festival will spotlight the Espresso Martini at acclaimed bars across select cities in the United States, Europe and China—presenting bold riffs, unexpected twists, and timeless classics.

The Espresso Martini continues to dominate cocktail culture. According to CGA by NIQ's cocktail tracker, it is now the second most popular cocktail in the U.S., second only to the Margarita*. Its ascent underscores why Mr Black Espresso Martini Fest has become the definitive national celebration of this modern staple. For one week, participating bars will showcase the drink's endless versatility—all anchored by one consistent throughline—Mr Black Cold Brew Coffee Liqueur. That central role reflects not just the brand's leadership in cocktail culture, but also its unmatched liquid credentials: made with real coffee, Mr Black is crafted with specialty Arabica beans, cold-brewed for complex flavor and a smooth finish. Designed for exceptional cocktails, it delivers a bold, coffee-first profile with natural notes of cacao and caramel—making it the bartender's essential ingredient in the Espresso Martini's storied revival.

"What started as a celebration of a single cocktail has become a way to connect communities of coffee and cocktail lovers across the country," said Olivia Kupfer, Global Brand Director, Mr Black. "The Espresso Martini resonates because it's equal parts ritual, flavor, and fun—and this year's festival gives people more opportunities than ever to explore it in fresh and surprising ways, always with Mr Black at the center."

By gathering influential bars and bartenders to celebrate this delicious drink, the namesake festival has cemented itself as the definitive showcase of coffee in cocktail culture. Each edition highlights new techniques and the artful spirit that keeps the Espresso Martini at the forefront of modern drinking.

From neighborhood bar takeovers to citywide kickoff events, Mr Black Espresso Martini Fest offers countless ways to join the celebration. Consumers aged 21 and over are encouraged to plan their week by checking out the full list of participating venues and special happenings at Mr Black Espresso Martini Festival Hub, and following along on Instagram @mrblackspirits.

Mr Black Cold Brew Coffee Liqueur is available nationwide, with a suggested retail price of $29.99 for a 750ml bottle. As always, Mr Black reminds all participants to enjoy responsibly and drink responsibly. For more information, visit https://www.mrblack.co/us.

*Source: CGA by NIQ, Cocktail Tracker, June 2025.

ABOUT MR BLACK COLD BREW COFFEE LIQUEUR
Founded in Australia, Mr Black is a trailblazer in the world of coffee liqueurs. A first of its kind, Mr Black employs an entirely cold extraction, and is certified vegan, kosher, and gluten free. Boasting a bittersweet blend of Arabica coffees and neutral grain vodka, Mr Black uses a slow-drip method that results in a more robust and sweet profile, creating a liqueur that is bold, complex, balanced, and unapologetically coffee. This commitment to quality and innovation has made Mr Black the #1 super-premium and fastest-growing coffee liqueur in the USA.

ABOUT DIAGEO NA
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world.

For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow at Twitter and Instagram for news and information about Diageo North America: @Diageo_NA

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SOURCE DIAGEO

FAQ

When is the Mr Black Espresso Martini Fest 2025 taking place?

The festival runs from September 29th through October 5th, 2025 across multiple cities in the United States, Europe and China.

How much does Mr Black Cold Brew Coffee Liqueur cost?

Mr Black Cold Brew Coffee Liqueur has a suggested retail price of $29.99 for a 750ml bottle.

What is the ranking of Espresso Martini in U.S. cocktail popularity?

According to CGA by NIQ's cocktail tracker (June 2025), the Espresso Martini is now the second most popular cocktail in the U.S., second only to the Margarita.

What type of coffee is used in Mr Black Cold Brew Coffee Liqueur?

Mr Black is crafted with specialty Arabica beans that are cold-brewed to create complex flavor with natural notes of cacao and caramel.

How can consumers participate in the Mr Black Espresso Martini Fest 2025?

Consumers aged 21 and over can check the full list of participating venues and special events at the Mr Black Espresso Martini Festival Hub and follow @mrblackspirits on Instagram.