Crucial Drinks appoints global brand ambassador

Crucial Drinks has appointed whisky connoisseur Ewan Henderson to its newly created role of global brand ambassador.

Whisky connoisseur Ewan Henderson joins Crucial Drinks

In his position, Henderson will focus initially on raising the profile of The Lost Distillery Company, as well as other spirit brands including Six Saints Rum from Grenada and West Indies Rum & Cane Merchants’ single barrel and regional rums.

A whisky and food pairing expert and ambassador of Scottish food and drink overseas, Crucial Drinks said Henderson brings “invaluable” knowledge and experience to the company. He previously spent 15 years in the hospitality industry.

Henderson will represent the Crucial Drinks portfolio in more than 40 markets worldwide.

He said: “It’s a great privilege to be rediscovering and sharing the long lost whiskies of Scotland around the globe.

“Whisky continues to grow in popularity, its rich heritage and provenance adds to its international appeal. The Lost Distillery Company offers a fascinating portal into Scotland’s pioneering whisky heritage with outstanding Whisky that’s gathering huge traction overseas.

“I’m very much looking forward to working alongside the archivists and tasting panel to bring the stories of famed distilleries and their people back to life, offering handcrafted Scotch whiskies from the past with a contemporary twist.”

Scott Watson, co-founder of Crucial Drinks and The Lost Distillery Company, said: “With his obvious passion for championing heritage and telling long forgotten stories, Ewan will be a real asset as we continue to grow our brand and launch in new international markets.

“Each resurrected brand is the subject of an in-depth research project to understand the original character of the long lost distillery and how that special whisky might taste today if still alive. As our brand custodian, Ewan will delve into the company archives and further bring to life the stories of Scotland’s lost Whisky legends.”