Joe Schofield becomes first Fentimans ambassador

Award-winning bartender Joe Schofield has been named the 2024 brand ambassador for Fentimans – a first for the mixer brand.

As brand ambassador, Schofield will represent Fentimans across the UK. Furthermore, he will feature Fentimans drinks at his Manchester-based bars: Schofields Bar, Atomeca, and Sterling.

Schofield said: “I am honoured to become the very first ambassador for Fentimans.

“For generations they have been an inspiring family-owned company, with whom I share the values of quality and innovation.

“I’m very much looking forward to working with the brilliant team this year.”

Fentimans, a premium soft drinks and mixers brand, will work with Schofield to create new serves and on-trade menus.

Fentimans and Schofield hosted an event at the Sterling bar in Manchester on the 12 March 2024, with food prepared by Newcastle-based Michelin-class chef Jake Siddle.

Mark Platten, marketing manager at Fentimans, said: “Joining forces with Joe to host an exclusive event at Sterling seemed like the perfect way to celebrate and give our customers, colleagues and partners working in the hospitality industry the chance to try some sublime Fentimans cocktails curated by Joe himself.”

Schofield has previously won the International Bartender of the Year at the Tales of The Cocktail Spirited Awards, and was crowned Bartender’s Bartender at The World’s 50 Best Bars in 2018.

Schofield had also been awarded several accolades during his time spent in Singapore at Tippling Club, and the American Bar at The Savoy hotel in London.

In other people news, Constellation Brands recently appointed Sam Glaetzer as its wines and spirits executive.

And this year, Compass Box announced James Saxon as its new whisky making director after the departure of John Glaser.