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Rooster Rojo appoints brand champion

Amber Beverage Group (ABG) has named the International Bartenders Association’s (IBA) 2022 competition winner Andrew Watson as its brand champion for Rooster Rojo Tequila.

Rooster Rojo
Watson was named the IBA’s World Bartender of the Year

The 33-year-old Australian native was awarded the title of World Bartender of the Year during the IBA World Cocktail Championship in November 2022.

Watson competed against industry workers from 64 countries. He will become an ambassador for the IBA in 2023, and will work with Rooster Rojo Tequila.

His serve, called Rooster’s Pride, was made up of Rooster Rojo Reposado Tequila; clarified coconut tincture (homemade); and Cinzano Prosecco.

Watson said: “The liquid has character. It takes centre stage as the backbone to a drink, and I knew that the liquid was authentic. I sampled the range of Rooster Rojo Tequilas and decided that the Reposado would work perfectly for my vision of the cocktail. I owe so much to this drink.”

Watson, who currently lives in Sweden, has worked in the bar-trade since the age of 17.

The bartender is planning to open a new bar, called Poco Mas, in late February 2023 in Norrköping, Sweden. He also runs a bar project called Carousel Cocktail Club.

Mantas Zlatkus, global brand director of Rooster Rojo Tequila, commented: “We are thrilled to be working with this creative, imaginative, and highly professional bartender and to name him as our brand champion.

“We launched a campaign called Sip Don’t Slam and Andrew’s approach to selecting fine Tequilas and treating these liquids with respect accords perfectly with our own ethos.”

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