Top 10 international brand ambassadors

The spirits industry would undoubtedly be a less educated and interesting place without the presence of its enthusiastic international brand ambassadors – these are the 10 best selected by Tales of the Cocktail

These are the top 10 international spirits brand ambassadors, as nominated by Tales of the Cocktail

Spirits brand ambassadors may seemingly have one of the most glamorous professions in the world, full of jet setting, beautiful bars and delicious cocktails, but they also play an increasingly critical role in the industry.

Not only are they an important tool for brands to communicate their message, they also make the brand more identifiable and personal – they become the “face” of the company they represent.

Their enthusiasm is also a valuable source of engagement for bartenders, a critical audience for brands pushing their products in the on-trade.

But with such a high calibre of international brand ambassadors in the spirits industry, which are the very best?

Click through the following pages to see the top 10 global brand ambassadors who have been nominated for this years Tales of the Cocktail Best International Bartender Spirited Award.

Ever wanted to become a high-flying spirits brand ambassador and follow in the footsteps of those mentioned in this countdown? Then check out our list of the top 10 tips to become a brand ambassador.

Ian ‘Rum Ambassador’ Burrell

There’s not a rum connoisseur out there who doesn’t know Ian Burrell, the global ambassador for the category. The former rapper and singer, whose songs include the catchy Rock de Juice, claims to be first and foremost a mixologist and has engaged other bartenders and consumers through a range of programmes for years. The ambassador launched his annual Rum Experience University to help rum enthusiasts, journalists, brand ambassadors and bartenders to expand their core knowledge of the spirit. As well as launching The Rum Experience, UK RumFest, and the Mauritius Rum Festival, he even opened a pop-up rum shack in the Antarctic last year.

David Cordoba, Bacardi

As one of the leading bartenders to emerge from Latin America, David Cordoba was snapped up to represent rum giant Bacardi on the world stage. Buenos Aires-born Cordoba realised his calling to become a bartender somewhat late having initially formed a career as a communications manager after graduating with a degree in advertising. While enjoying drinks with friends he became enthralled by a new style of bartending he had never seen before and worked at the bar for free while the bar manager taught him everything he knew. Cordoba then worked in top bars across Latin America and Europe, pushing Edinburgh bar Bramble to international heights.

Giuseppe Gallo, Martini & Rossi

Giuseppe Gallo has worked in almost every variety of drinks and hospitality business from members clubs to style bars, events and travel retail, silver service, beach clubs, restaurants, 5 star hotels, night clubs and coffee houses. In doing so, has always looked to further and improve not only his own experiences, but develop the image and craft of the bartender, hospitality and drinks-making in the eyes of both the trade and the drinking world at large. He was a presenter at the 2011, 2012 and 2013 Tales of the Cocktail and cooperating with several events during the last three years and has presented at bar shows around the globe, from Moscow Bar Show to Tokyo Whiskey Live and Berlin Bar Convent .Today, Gallo is responsible for the development of new products such as the Martini Gran Lusso for the 150th brand anniversary, drinks strategy, event organisation and global brand activities.

Tim Etherington Judge, Diageo Reserve

As the global ambassador for Diageo Reserve, Tim Etherington Judge certainly has a globe trotting career, but this has not always been the case. In his early career Etherington Judge worked at a Cornwall beach resort cafe, however swapped the beaches of the south of England for those in New Zealand with the firm intention to follow his passion and become a cocktail bartender, working his way up before the job offers came flooding in. While working in Mumbai he became a brand ambassador for Diageo Reserve in India, launching the first ever Diageo Bar Academy, and then later brand ambassador for Africa before he started the global role.

George Nemec, Becherovka

Originally from the Czech Republic, George Nemec worked as a bartender and manager in Australia for eight years and in 2009 and then left for Shanghai to launch Gosney and Kallman’s Chinatown, the city’s first dedicated modern burlesque theatre. Working for several Shanghai bars as an independent cocktail consultant, as well as for leading alcohol brands as a training expert, George was also invited to the Paris bar show Cocktails and Spirits in 2010 as an ambassador for the Chinese cocktail scene. After travelling the globe, Nemec returned to his roots and became the international brand ambassador for iconic Czech liqueur Becherovka. 

David Piper, Hendrick’s Gin

London-born eccentric David is a fitting ambassador for somewhat surrealist gin brand Hendrick’s. While his business may state Commander of Special Operations, Piper spends his time travelling the world, singing the praises of the brand in an ever more extravagant and creative manner. He also has a hand in the gin’s production, travelling to Guayana Highlands, Venezuela, with Hendrick’s master distiller Lesley Gracie to discover unusual flowers, roots, fruits and seeds for some new flavours for distilling and imbibing. Piper’s creative edge is not surprising since he is an art graduate who was approached by Hendrick’s to build pre-Victorian century bicycle contraptions and get involved in other projects before appointing him its UK and then global brand ambassador.

Claire Smith, Belvedere Vodka

Claire Smith, global brand ambassador and head of spirits creation at LVMH-owned Belvedere vodka has extensive experience working with the on-trade, having joined the French group immediately from a cocktail bartending job. She has been working for the brand for over 10 years, helping shift Champagne dominated focus of LVMH’s towards spirits and helping cultivate both bartenders and consumers on the premium appeal of vodka. An avid advocate for bartender health, Smith launched the Belvedere Better Bootcamp in September last year, which saw 15 bartenders take part in a two-week schedule of exercise, meditation and alcohol abstinence.

Manuel Terron, Midori Melon Liqueur

Manuel Terron, the affable host of television’s Mixing with the Best is an authority and leading voice of Australian bartending. This seasoned professional has worked in the industry for over 25 years creating award winning drinks and tending bars in Barcelona, New York and throughout Australia.Over the past 5 years in his role as Midori global brand ambassador, Terronl travels the world educating, mixing and mentoring young bartenders keen to develop a career in the industry. He also lectures regularly to WSET students at the Tertiary And Further Education College on Rum and Tequila.

Camille Vidal, St-Germain Elderflower Liqueur

 

Camille Vidal, also known as Madame St Germain, is the global ambassador for St Germain, the artisanal French Liqueur. Having started studying History of Art before switching to marketing, Vidal found her true calling when she began working in bars in Australia. Later, she worked at high end bars across the globe, including Experimental Cocktail Club in London and Golden Monkey in Melbourne. She is today spreading the love for the award winning elderflower liqueur sharing passion and knowledge with consumers and bartenders on the art of the aperitif and the versatility of this premium liqueur.

Maximilian Warner, Chivas Brothers

Max Warner joined Chivas Brothers in 2004 as Chivas Regal Brand Ambassador, having worked for 12 years across all sectors of the hospitality industry. Starting at the Savoy Hotel, Warner went on to manage leading London bars such as Bank Restaurant & Bar, AKA and The Sanderson Hotel. In his international ambassadorial role, Warner works across the entire Chivas Regal range, with particular focus on the Chivas 18 and 25 year old helping to reinforce the whisky’s premium credentials. He is said to have an excellent understanding of the international high-end on trade sector and works closely with brand direction in markets to help create cocktails and Chivas perfect serves.