Lucas Bols names UK brand ambassador

13th December, 2016 by Annie Hayes

Dutch spirits producer Lucas Bols has appointed Michael Mann, formerly of City of London Distillery, as its UK brand ambassador.


Lucas Bols has appointed Michael Mann as its UK brand ambassador

Based in London, Mann will oversee Bols Genever and the firm’s Italian liqueur range, Galliano, and will be tasked with educating members of the trade on the rich distilling history behind the brands.

“This is an incredible opportunity and I’m thrilled to be the UK brand ambassador for Lucas Bols,” he said. “I am a true fan of Genever and Galliano and think they are exceptional liquids.

“Genever is a global icon – history in a bottle – and Galliano is an exciting aperitif with complex flavours. I look forward to inspiring and educating my peers and further exploring what makes these brands so special.”

Lucas Bols, and Maxxium UK conducted a multi-faceted search process in a bid to find the next Bols ambassador, challenging prospective candidates to develop two original cocktails and describe Genever in less than 20 words.

Six entrants were then selected to take part in an interactive day at London’s Oriole, where they demonstrated their cocktail and training skills in front of a panel of judges.

Mann was selected for a formal interview with Maxxium UK brand marketing controller, Johna Penman and MIXXIT’s Amanda Humphrey.

He succeeds John Parsons, who had previously held the position for five years.

“We are excited to welcome Michael to Maxxium UK and Lucas Bols,” said Penman. “We are confident that as the Lucas Bols UK brand ambassador Michael will be successful in sharing the passion and creativity behind the Bols and Galliano ranges as we look forward to the year ahead.

“With his industry knowledge and spirits expertise, Michael is the ideal candidate to spread the inspiring stories of Genever and Galliano.”

Humphrey added: “Michael is a known and respected face in the London bar scene with experience hosting distillery tours, tastings and distilling sessions gained during his role as bar manager at City of London Distillery. He will be an excellent addition to the extended MIXXIT family and we look forward to working and training together.”

Before embarking on his role, Mann took part in a comprehensive induction by distiller Piet van Leijenhorst.

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