Whiskey specialists to push Brown-Forman brands

Brown-Forman has appointed a team of whiskey specialists to help drive on-trade knowledge and sales.

Bartender Mel Spence (featured) joins Cam Dawson, Danny Murphy in the new American whiskey team

The team has been recruited to work alongside American whiskey ambassador Tom Vernon to build “appreciation, advocacy and awareness” of Brown-Forman’s portfolio of premium whiskey brands, including Jack Daniel’s Single Barrel, Gentleman Jack and Woodford Reserve.

Renowned bartenders Cam Dawson, Danny Murphy and Mel Spence will assist Vernon in educating members of the on-trade about American whiskey and help them “capitalise on the on the opportunity the category presents”.

Nidal Ramini, head of advocacy at Brown-Forman UK, said: “Brown-Forman is dedicated to supporting the on-trade and recognises the huge potential of the American Whiskey category, which is why we have developed a team of American whiskey specialists.

“We are confident that together with Tom Vernon, the new team will help us raise awareness of our renowned whiskey brands and build advocacy amongst bartenders and consumers alike.”

The American whiskey industry is currently worth an estimated £600, with Brown-Forman attributing a large part of the category’s growth to a resurgence in demand for classic cocktails.