Photo Credit: Collezione Em
Travelers are no longer just asking where to go, but why. Hilton’s Trends Report notes the rise of the “whycation,” a move toward intentional travel that uses food and drink to foster culture and connection.
This April, that philosophy comes alive with Florence Cocktail Week’s 10th edition from April 16 to 22, turning Florence into a citywide mixology celebration.
Florence is known as the birthplace of the Negroni, giving it a natural place in cocktail history, and the annual festival builds on that legacy with a modern approach.
Throughout Florence, bars and hotels offer creative menus, guest bartenders, and tastings that blend Italian spirits with international inspiration. The result is an experience rooted in tradition but shaped by today’s cocktail scene.
A Rooftop at the Center of It All
Grand Hotel Minerva sits at the center of the festivities, with a classic and easygoing style. Overlooking Piazza Santa Maria Novella, its rooftop terrace reopens for Cocktail Week with some of the best views in the city.
Guests can take in sunset skyline views from the rooftop bar La Terrazza, with the Duomo in the distance. During the festival and throughout the season, it becomes a lively spot where locals and visitors come to grab a drink and linger by the pool.
The bartender Dariosh Kohnehkar brings his own approach to the experience, balancing tradition with fresh ideas. He created three cocktails for this year’s event: the bold Smoky, Mary and Bomb, the refreshing Horizon Paloma, and the lighter Wilde Tingle.
“Our philosophy starts with a deep respect for the classics,” Kohnehkar said. “Great drinks have lasted generations because they are built on solid and intelligent balances. We don’t overturn the classics, we evolve them. Our goal is to offer something new without losing the essence of what has made the history of the bar.”
Each drink builds on familiar flavors, with small twists that keep things interesting without straying too far from the original.
Spaces That Feel As Good As They Look
Beyond its rooftop, Grand Hotel Minerva stands out for its design and attention to detail. The hotel includes elements by Carlo Scarpa, which you can still see in the bar and common areas, from the clean lines to the way everything feels thoughtfully put together without being overdone.
That same approach carries over into the rooms, which are comfortable and inviting, with details that feel special without being over-the-top. Think four-poster beds, Italian marble bathrooms, and original frescoes on the ceilings. Many rooms look out over Piazza Santa Maria Novella, with views of the cathedral right in front of you or across Florence’s rooftops.
The overall look is simple and uncluttered, with soft colors and plenty of natural light. It’s the kind of place where it’s easy to slow down and actually enjoy being in the room—you might not even want to leave.
A Brief Step Back in Time
For travelers seeking a different side of Florence, the nearby Hotel Brunelleschi offers a unique experience. The hotel is built inside a sixth-century Byzantine tower, the oldest standing tower in the city, along with a restored medieval church, giving it a setting that’s hard to find anywhere else.
Today, it blends that history with modern comforts, with elegant rooms, a small museum, and a two-Michelin-starred restaurant, all just steps from Florence’s main sights. It’s an easy complement to a stay at Grand Hotel Minerva, offering another way to experience the city beyond the usual.
A Thoughtful Way to Experience Florence
Florence can be busy, especially in peak season, so having a great home base makes all the difference. At Grand Hotel Minerva, that shows up in the details, from the genuinely warm, attentive staff to its location, which makes it easy to step outside and explore the city.
The hotel feels like a place you actually want to come back to, with a relaxed, comfortable atmosphere that makes it easy to unwind. Between the rooftop views, well-crafted cocktails, delicious breakfast, and thoughtfully designed spaces, it strikes a balance that feels both elevated and easy.
With Florence Cocktail Week adding an extra layer of energy to the city, it all comes together to make for an unforgettable trip.
The writer was hosted by the Grand Hotel Minerva. It did not review or approve the story before publication.