Tuesday 8th March 2022, London: Edrington UK today announces that Andrea Montague has been appointed Head of Advocacy in a newly created role for the business.
As Edrington UK’s new Head of Advocacy, Andrea will lead and champion brand advocacy, education and training – from bartender engagement activities to customer activations to industry events – across the company’s wide portfolio of premium spirit brands, including The Macallan, Highland Park, The Glenrothes, Brugal 1888, House of Suntory, Courvoisier, Laphroaig and Maker’s Mark amongst others.
With over 15 years’ experience in the drinks industry, Andrea is a respected figure in the spirits category having worked both at some of the most prestigious and highly respected establishments across London, as well as for leading brands, creating global advocacy programmes and education platforms for ambassador teams.
With this she brings extensive experience in mentorship and project leadership as she heads up the company’s extensive advocacy team, including Edrington UK’s core Brand Ambassadors, Whisky Specialists and Serve Specialists, uniting them to create one centre of advocacy excellence, driving them to achieve the business’s brand ambitions through best-in-class advocacy and brand building.
Following another challenging start to the year for the hospitality industry, Andrea’s appointment comes during a crucial time as the on-trade looks towards recovery.
Zak Laurence-Whalley, General Manager at Edrington UK, said: “Advocacy has always been at the heart of Edrington UK’s brand-building strategies. We have delivered a wide range of globally recognised advocacy projects across our brands such as the House of Suntory Dojo programme, The Macallan and Rosewood London Partnership, and our bartender community space ‘Tending to the Tenders’ at London Cocktail Week. Andrea’s appointment is a vital step in recognising our advocacy successes to date and demonstrates our commitment to advocacy as a business.
Consumers are discovering new and vibrant ways to enjoy dark spirits and the opportunity for the category is vast. Edrington UK has an enviable premium dark spirits portfolio, and we are perfectly placed to lead the charge. By investing in high-calibre talent to create and execute our advocacy strategies, we are able to transform the premium spirits category hand-in-hand with our customers. We are excited to see Andrea drive our brand building vision forward.”
Commenting on her new role, Andrea stated: “I am honoured to be appointed as Edrington’s UK’ new Head of Advocacy for the UK. Having spent the last four years dedicating myself to single malts, I am delighted to be working with such a rich, premium dark spirits portfolio. As we continue to accelerate our brands in the premium space, I’m looking forward to bringing my experience to support and unite our advocacy team to drive our business vision forward.”
London, March 2020: Maker’s Mark®, the premium handcrafted American whisky, has collaborated with Swift Bars to launch a limited-edition home cocktail kit.
Created by Maker’s Mark® UK Brand Diplomat, Nicole Sykes, and the team of female bartenders at Swift, the cocktail kit includes two 220ml cocktails: The Green Brand (12.2%) and The Ambassadors Reception (23.8%). The cocktail kit also features the iconic hand dipped Maker’s Mark® wax seal, a nod to the handcraftsmanship first employed by founder Bill Samuels Senior and his wife, Margie Samuels.
A twist on a Southern style ice tea cocktail, The Green Branch combines Maker’s Mark®, Moscato, pineapple, ginger and lemongrass tea to create the perfect spring serve. With notes of peach, orange blossom and ginger the refreshing cocktail is best enjoyed in a tall, chilled glass over lots of ice and lemon.
Made using Maker’s Mark®, Frangelico Hazelnut Liqueur, Cream Sherry and Chocolate Bitters, The Ambassadors Reception is a rich creamy serve, best enjoyed in a short glass over ice alongside your favourite sweet treats.
As Bourbon continues to be one of the fastest growing and most dynamic drinks categories in UK, the cocktail kit demonstrates the exponential demand for American whisky across the UK. With more shoppers buying bourbon in the off-trade, this has resulted in growth of 27% in value and 21% in volume over the last 52 weeks. Maker’s Mark® even outperforms these category numbers as it sees value sales increase by 47% to just shy of £5m.
Inspired by Margie’s invaluable contributions to Maker’s Mark® and, in turn, the entire bourbon industry, the one-off cocktail kit is available for delivery across the UK and can be purchased online via Speak Easy at Home for £20. 15% of all sales will be donated to The Girls Network, a charity dedicated to inspiring and empowering girls from disadvantaged communities by connecting them with professional female role models.
Nicole Sykes, Maker’s Mark® UK Brand Diplomat commented: “The craft credentials of Maker’s Mark® have been at the very heart of the brand’s success since it was co-founded in 1958 by Bill Samuels Sr. and his wife Margie Samuels. We say that Margie Samuels is the reason most folks buy their first bottle of Maker’s Mark® and Bill Samuels is the reason they buy their second. The shape of the bottle, hand cut label, signature hand dipped red wax topper and even the name itself are all thanks to the pioneering spirit of Margie. We are therefore very excited to collaborate with Swift Bar’s co-founder Mia and their team of female bartenders from two of the most prestigious bars in London, to continue on this journey with the launch a limited-edition home cocktail kit throughout March and to raise some money for a great charity.”
For more information on the collaboration please visit: https://www.speakeasyathome.co.uk/swift
London, Thursday 16 August 2018. Compass Box, the Scotch whisky blending house announced Rosey Mitchell as the winner of The Circle at a reveal party in London.
The Circle launched earlier this year and encouraged the most inventive bartenders from around the world to compete for a one-of-a-kind opportunity – a place to work side-by-side with Founder and Whiskymaker, John Glaser to create a Compass Box Limited Edition blend, which will be sold internationally.
THE CIRCLE FINALISTS
Bartenders from Argentina, France, USA, Spain and the UK competed in regional heats, which saw the following six leading bartenders secure a spot in the final.
Adriano Marcellino | BrukBar, Buenos Aires
Baptiste Etcheverry | Fairmont Rey Juan Carlos, Barcelona
Charlotte Pederson | Little Red Door, Paris
Max Venning | Three Sheets, London
Meredith Barry | Vol 39, Chicago
Rosey Mitchell | Three Sheets, London
The three-day final was designed to encourage the bartenders to cross-boundaries with a series of blending, cocktail and design challenges.
The finalists worked closely with Compass Box Whiskymakers John Glaser and Jill Boyd, experimenting with different aromas and flavours before creating their own bespoke blend.
The bartenders got creative behind the bar, building their own signature serves inspired by their home city and bespoke highball serves featuring their very own blend.
The programme of challenges culminated in a final pitch, which was presented to and judged by a panel of experts including Ryan Chetiyawardana of Super Lyan, Matt Whiley of Scout, Sandrae Lawrence of The Cocktail Lovers, Ivan Dixon of Enotria & Coe and Compass Box’s John Glaser.
The final pitch saw the bartenders present their blend and signature highball serve as well as a design inspiration for their whisky, with Rosey receiving top-marks and the title of The Circle winner 2018.
Rosey Mitchell from Three Sheets, commented of her win: “It’s been an incredible couple of days, something I am so excited to be a part of. I have never been in a competition quite like it, John Glaser and everyone involved have truly changed the game and I can’t wait to start blending and see where the future holds.”
Commenting on Rosey’s win John Glaser, said: “I’d like to congratulate Rosey and welcome her to the Compass Box circle. The Circle is all about finding like-minded creators who aren’t afraid to do things differently, if it means doing things better, and we’ve certainly found that in all our finalists. Rosey created a blend and serve that I would be proud to put a Compass Box label on, and I’m excited about what we can create together.”
The Circle judge and Founder of Super Lyan, Ryan Chetiyawardana said: “This was such a personal competition and it covered so many different aspects of the craft; all the bartenders should be incredibly proud. Rosey did an amazing job and I’m super excited to see what she will create with John. Compass Box has always been a brand close to my heart, and it’s great to see that The Circle competition is a fittingly progressive challenge to bartender’s passion and creativity.”
The Compass Box Limited Edition blend, created in collaboration with Rosey will be available worldwide from Spring 2019, coinciding with the launch next year’s competition.
11 May 2018: Auchentoshan® is on a mission to find creative bartenders to join its international bartender collective as it announces the launch of its New Malt Order 2018 competition. Launched in 2016, the New Malt Order is a growing community of like-minded bartenders who share a passion for shaking up the world of single malts.The urban malt from the city of Glasgow, is challenging entrants to create a cocktail that captures the essence of its triple distilled malt whisky and takes inspiration from the bartender’s home city. Successful bartenders will be given the once-in-a-lifetime opportunity to visit the home of Auchentoshan® in Glasgow and become immersed in the city’s culture and create an exclusive liquid with Master Blender, Ron Welsh (pictured below). The winners will go behind the scenes at the distillery and select from casks, blend, bottle and even have their say on the final packaging of this rare and unique single malt.
THE ORIGINAL CITY MALT
This year Auchentoshan® will celebrate its urban heritage and challenge bartenders to capture their city’s unique character in an Auchentoshan cocktail. The competition is now open and bartenders from the UK, Canada, Russia, Australia and Germany are being encouraged to enter via Instagram for a chance to become part of the New Malt Order global collective.
Judged by the best in the business, winners of this once in a lifetime experience will be announced in September.
THE NEW MALT ORDER
Launched in 2016, The New Malt Order is not only a competition but a growing global community of passionate bartenders who are pushing boundaries, breaking rules and taking single malt whisky to new places and new faces.
TWO LIMITED EDITIONS
Bartenders’ Malt 01 | Released July 2017
In 2016, the inaugural 12 bartenders from some of the world’s best bars designed a 47% ABV malt to blend in cocktails such as Bobby Burns, Vieux Carré, and the classic Old Fashioned.
Colour: Gold- copper with subtle grassy reflections
Nose: Dried apricots, milk, chocolate, honey and green tobacco leaf
Palate: Delicate floral cherry blossom and buttery brioche undercut by zesty notes of ginger
Bartenders’ Malt 02 | Released later in 2018
Bartenders’ Malt 02, created by 2017’s cohort of international bartenders, will be released exclusively to the on-trade later this year.
Speaking about the upcoming release, Master Blender Ron Welsh, said: “We’ve created a blend that matches bartenders tastes for mixing cocktails. It’s one of the best Auchentoshan®’s I’ve ever tasted.”
Charles Roche from Scout in London, a member of The New Malt Order: “Being a member of the New Malt Order is amazing. We’ve blended a whisky using our bartending expertise specifically for bartenders. It’s the perfect mix for any whisky based cocktail.”
Marco Di Ciacca, Senior Brand Manager, Edrington-Beam Suntory said: “We are excited and proud to announce Auchentoshan®’s New Malt Order competition for the third consecutive year. We are passionate about seeking the best advocates to represent single malt and champion creative bartending on a global scale. We’re looking forward to witnessing how the entrants capture the essence of their city this year and welcome the winners to the home of Auchentoshan®.”
BECOME PART OF THE NEW MALT ORDER 2018
The competition is now open, all entries need to be submitted by Saturday 30 June.
HOW TO ENTER
Enter on Instagram by posting:
To find out more and to enter, visit
Are you of legal drinking age in the country where you reside?
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