Luxardo names first global brand ambassador

Italian spirits group Luxardo has appointed Gareth Franklin as global brand ambassador, a newly created role.

Franklin previously trained in and presented the Luxardo cherry portfolio including Maraschino, Sangue Morlacco cherry liqueur, and Maraschino cocktail cherries.

In his new role, he will be tasked with developing and running international training programmes for additional Luxardo products, including its Triplum triple sec, Apricot liqueur and Amaro Abano. Luxardo Bitter Bianco will be one of the first launches and will be rolled out globally.

Leading a team of Luxardo brand champions from the US through to Asia, Franklin will also represent the brand with Matteo Luxardo at bar and drinks trade shows across the globe.

Continuing the UK success of the 2016 centenary celebrations for the Aviation cocktail, Franklin will now launch the Luxardo Aviation Society globally.

Explaining his new global role, Franklin said: “Every country has a different bar and drinking culture, so my approach for Luxardo will be individually tailored. I will be closely involved in creating the concepts, but above all, I thoroughly enjoy working on the activation and delivering training and events programmes from start to finish.

“Meeting bartenders and hearing their ideas, and putting a perfectly made Luxardo drink in the hands of consumers is always a thrill – especially when they discover the liqueurs for the first time. As an example, for London Cocktail Week 2016, we worked with the excellent London Cocktail Club team at the LCW hub, and staff on-site at all the LCC bars, plus we gained massive exposure and trial with new consumers.”