Brand ambassadors educate on-trade online

Diageo has launched a series of brand ambassador takeovers across its social media channels to educate the on-trade at home, while bartenders at The Savoy in London have also released an online training programme.

Diageo’s team of brand ambassadors across Great Britain will present videos to “inspire and educate” the on-trade

Launching today (25 March), 12 Diageo brand ambassadors will take over the World Class GB and Diageo Bar Academy social media pages.

Brand ambassadors taking part include Ali Reynolds of Johnnie Walker, Christie Knight of Villa Ascenti gin, Adam McGurk of Belsazar vermouth and Kate Jackson of Ketel One vodka.

Each day, a brand ambassador will present three short videos showcasing cocktail recipes using items at home. The clips will also focus on developing skills and techniques such as creating homemade syrups and cordials.

Jason Clark, World Class and Talisker GB brand ambassador, kicked off the series today at 1pm GMT on Instagram and Facebook.

“Our team of GB brand ambassadors are usually out and about, visiting various bar teams,” said Clark.

“Faced with this unusual amount of time at home on our hands, we wanted to put this time to good use and reach out to the bartending community to inspire and educate so that people can stay in touch on social media and learn new skills whilst out of the usual bar environment.

“A few of the team have some extra skills up their sleeve too – so you might see some added content away from the usual cocktail videos, to keep everyone entertained. We’re all in this together.”

Diageo’s new takeover series follows a similar move by Amber Beverage Group, which will host digital masterclasses for bartenders across its Moskovskaya vodka, Rooster Rojo Tequila, Cross Keys Gin and Riga Black Balsam liqueur brands.

The Booze Brain

This week also saw Maxim Schulte, head bartender at The Savoy’s American Bar, and Jo Last, senior bartender at the hotel’s Beaufort Bar, launch an online training series for bartenders.

The new series, called The Booze Brain, will provide viewers with seminars about alcohol and techniques, as well as updates within the industry and beyond.

Schulte and Last introduced the concept on Monday (23 March), while Beefeater’s global brand ambassador Sim Edwards presented ‘Better balance – finding balance during self-isolation’ yesterday (24 March).

Claire Warner, co-founder of Seedlip’s sister brand Aecorn aperitifs, will host ‘Your brain on nature – How nature makes us more creative’ tomorrow (26 March) at 4pm GMT.

At 4pm GMT on Friday (27 March), John Wayte, Monkey Shoulder’s UK brand ambassador, will host ‘Barography & Social Media’.

Follow @TheBoozeBrain on Instagram to view the series.