Smeaton’s Gin names new UK ambassador

6th July, 2020 by Melita Kiely

The Pure Distilled Spirit Company has appointed Alex Williams as the UK brand ambassador for Smeaton’s Bristol Method Dry Gin.

Alex Williams Smeaton's Gin

Alex Williams is the new UK brand ambassador for Smeaton’s Gin

Williams took up the position on 1 July. He has previously worked for Chivas Brothers, London bars Discount Suit Company and London Cocktail Club, and most recently opened Great Scotland Yard Hotel in London.

Michael Palij MW, Smeaton’s owner, said: “Alex set himself apart from his peers during our unique interview process for this position during a rather testing set of circumstances.

“His exceptional product knowledge combined with many years of on-trade experience at the highest level made him an obvious choice.

“Alex brings plenty of experience in both the on-trade and in brand advocacy. I am delighted that he will be joining us at such an exciting time in the development of Smeaton’s.”

Williams has also taken part in numerous cocktail competitions during his time in the industry, including Jameson Barrelmen’s Homecoming, Talisker Made by the Sea, Nikka Perfect Serve and the Speciality Drinks Scotch Whisky Classics.

“Working alongside Michael on Smeaton’s Gin is an incredibly exciting opportunity,” Williams said. “Not only is Smeaton’s absolutely exquisite, it also re-establishes a method of production that has long lain dormant, at a time when gin has become incredibly popular in the UK. I cannot wait to get started and help bring the brand to life across the on- and off-trade.”

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