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Diageo Reserve appoints ‘industry first’ global cocktailian
Diageo Reserve has appointed Canadian bartender Lauren Mote to the role of global cocktailian to “forge more meaningful relationships” with the wider luxury industry.
Canadian bartender Lauren Mote
The “first of its kind” industry role is intended to extend the connection between Diageo’s luxury brands and culture and lifestyle.
Cristina Diezhandino, managing director Diageo Reserve, described the role as a “significant appointment for the business”.
“Diageo Reserve was founded on breaking new ground and is globally recognised as a benchmark in the luxury industry,” said Diezhandino. “Therefore we need to be at the forefront of trends – transcending the drinks category to draw learnings from other categories in order to deliver our vision of making luxury experiences available, accessible and aspirational to everyone
“From our 2016 World Class: Future of Cocktails report we know that people now value experiences over possessions and we are seeing the rise of the emotional economy with people looking for deeper connections to brands. Therefore we are very excited to appoint Lauren – a hugely respected contributor to the global drinks industry with an exceptional mix of passion, skills and experience – as a storyteller and trendsetter who will help us bring these deeper connections to life.”
In her new role, Mote will work with influencers and the media to support commercial development and “innovation streams”.
She will also be a figurehead for the World Class programme, working alongside the World Class Bartender of the Year to promote the craft of bartending.
“Having won the 2015 World Class Bartender of the Year National Final in Canada, I’m hugely passionate about the role this programme plays in heroing the craft of bartending and great drinks – so I’m really looking forward to taking a greater advocacy role,” said Mote.
“But more widely, I am looking forward immensely to working with the Diageo Reserve community and other industry pioneers to help create luxury drinking experiences for consumers.”