De Cecco's First U.S. Hospitality Deal Takes Shape at Times Square Lounge Bowtie Bar, the cocktail lounge above Times Square, is launching "The De Cecco Farfalle Residency" in partnership with the Italian pasta brand, running October 22 through November 30. The collaboration marks De Cecco's first hospitality partnership in the United States. The limited-time menu features two offerings: The De Cecco Premiere Pesto Pasta ($14), pairing De Cecco farfalle with basil pesto and shaved Parmesan, and a Parmesan Dirty Martini ($26) made with Parmesan-infused dry vermouth, pasta water, olive brine, and black pepper bitters, available with Fords Gin or Ketel One Vodka.
Launch Event and Ticketed Experience The brands are hosting a ticketed launch event on Thursday, October 22, from 6 to 8 p.m. at Bowtie Bar, located at 2 Times Square inside the Renaissance New York Times Square Hotel. Tickets start at $50 (excluding taxes and fees) and include a plate of the pesto pasta, two cocktails, and takeaway boxes of De Cecco farfalle and the brand's newly launched retail sauces while supplies last.
Why It Matters
For operators, this collaboration signals how established food and beverage brands are deepening ties with hospitality venues through curated partnerships tied to cultural moments—in this case, National Pasta Month and World Pasta Day. The pairing of a premium pasta producer with a high-profile cocktail bar also highlights a broader trend of ingredient-forward menu storytelling in upscale service environments.
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Written by FBM Publications Editors
