Cocchi Masterclass at the Pulitzer

The Pulitzer Amsterdam is one of those hotels that earns its reputation. A canal-side collection of 17th-century houses, all warm light and dark wood and the particular hushed atmosphere of a place that takes hospitality seriously. When Cocchi — the Italian vermouth and aperitivo producer — held a masterclass there, the setting matched the product perfectly: serious craft presented with style, in an environment that understood both.

Cocchi masterclasses are genuinely educational events. This wasn't a brand activation designed to get people to hold a bottle for a photo. It was bartenders and drinks professionals gathered to learn about Cocchi's production, its range, and how to use it thoughtfully behind the bar. The Pulitzer's setting gave the whole thing an appropriate weight — you don't show up to something like this at a venue like this and not pay attention.

I documented the event in my usual way: quietly and quickly, moving through the room without disrupting the actual masterclass. The images needed to show the specificity of the product, the focus of the attendees, and the particular atmosphere of that combination of location and occasion. Cocchi in candlelight at the Pulitzer is a specific thing. The photography needed to communicate that specificity.

I'm Rachel Ross, a Rotterdam-based HORECA photographer. I document brand events, masterclasses, bar collaborations, and industry gatherings across Amsterdam, Rotterdam, and the Netherlands. If your brand event needs photography that captures the real thing, let's talk.