Berry Bros hires global spirits ambassador

British wine and spirits merchant Berry Bros & Rudd has promoted Joe Whittaker to the newly created role of global brand ambassador for spirits.

London-based Berry Bros said the appointment demonstrates its ‘continued investment in the industry’ and the company’s ‘diverse’ portfolio of spirits.

Whittaker has worked at family-owned Berry Bros for more than four years, including holding the positions of business development manager for west London and prestige retail key account manager.

Whittaker said it was a “great privilege” to be appointed as the firm’s first global brand ambassador for spirits.

He continued: “I hope to contribute to the brand’s future development while honouring its rich past. As a brand ambassador I want to help existing and new whisky drinkers explore, discover, and enjoy our ever-growing range of spirits.

“Additionally, I aspire to be a brand ambassador who not only showcases the traditions of historic distillers, but also highlights the pioneers of new distilleries, while championing sustainability and individuals who make a positive impact on our planet.”

The news arrives ahead of the release of Berry Bros’ latest seasonal spirits collection on 15 June.

The Summer Release 2023 will comprise of the Masthouse 2017 Cask #16, Exceptional Blended Malt 1979 Cask #5, Small Batch Benrinnes 2010, Glen Moray 2008 Cask #5710, Dufftown 2008 Pineau Finish Cask #96, Caol Ila 2010 Oloroso Finish Cask #311751, Orkney 2006 Oloroso Finish Cask #5051 and Epris 2011 Cask #11.

In April, the company released its spring spirits range, which includes its first English whisky.

Last month, the retailer added Catalyst Spirits CEO Simon Hunt and Selfridges boss Anne Pitcher to its board.

Earlier this week, Berry Bros & Rudd-owned No.3 Gin unveiled a bottled Gimlet in partnership with London bar Artesian, and a Martini kit to celebrate National Martini Day (19 June).