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St-Germain names North America brand ambassador
Bacardi-owned French elderflower liqueur brand St-Germain has appointed Earlecia Richelle Gibb as its new North America brand ambassador.
St-Germain is part of the Bacardi stable
Gibb will be tasked with leading a team of 22 regional brand specialists through education, events and advocacy programming.
Cherie Koster, North America brand director, said: “We are incredibly excited to welcome Earlecia to the ‘La Gran Familia’ of top-notch ambassadors at Bacardi USA to further reinforce the brand’s prestige as an authentic and artisanal spirit.
“Her inspiring expertise in the cocktail world paired with her passionate creativity make her an exceptional asset to the team, and we look forward to her invaluable contribution to St-Germain liqueur.”
Gibb has worked on numerous beverage programmes across the east coast of the US, and has also taken part in numerous cocktail competitions.
She has also spoken on industry panels regarding topics such as diversity and inclusion initiatives in the drinks industry.
Gibb commented: “St-Germain is more than just a spirit, it’s a lifestyle and a shared experience that resonates beyond the bar.
“I’m eager to help further educate consumers and my industry peers about the brand’s consistent innovation in the ever-evolving landscape of cocktail culture.”