Brugal 2
EDRINGTON UK ANNOUNCE HEAD OF ADVOCACY
ANDREA MONTAGUE APPOINTED AS HEAD OF ADVOCACY AT EDRINGTON UK
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.”
Brugal Rum Appoints UK Brand Ambassador
JAMIE CAMPBELL APPOINTED BRUGAL 1888 UK BRAND AMBASSADOR
Tuesday, 10th August 2021, London: Edrington UK today announces that Jamie Campbell has been appointed Brugal 1888’s UK Brand Ambassador.
With over ten years’ experience in the hospitality industry, Jamie has considerable knowledge working with luxury spirit portfolios as a brand builder.
Through his culinary and cocktail skills, Jamie creates engaging environments for consumers and the trade to thrive in. Now, as UK Brand Ambassador, Jamie will work closely with the on-trade and luxury retail outlets across the country to promote the Brugal brand and the super-premium Rum category, via consumer masterclasses and cocktail workshops to showcase the warm and welcoming nature of Brugal 1888.
Prior to his recent appointment, Jamie was Brand Experience Manager for the Lucas Bols range of Liqueurs and Genever, where he worked to grow the brand to become the No.1 Liqueurs Range in the UK On-Trade.
As the face of the Brugal brand in the UK, Jamie is dedicated to helping the brand achieve its goal of being a leading spirit for all drinking occasions and to becoming the No.1 Super-Premium Rum.
The appointment comes at a critical time for the on-trade as it slowly but surely shifts into pre-pandemic practice. Commenting on the appointment, Chris Anderson, Head of Brands at Edrington UK said: “Consumers in both the on and off-trade are keen to explore exciting categories as well as investing in more premium spirits to mark occasions which were missed during the pandemic. Now is an incredible time for Jamie to enter his new role as he’ll be able to continue shaping this newly established consumer behaviour.”
Commenting on his new role, Jamie stated: “I’m honoured to be appointed as Brugal 1888’s Brand Ambasador for the UK. I’ve always been passionate about Rum and we’re really beginning to see a shift in its popularity and how it is enjoyed in the UK. Although we may relate Rum to hotter climates, I’m excited to show our consumers that it can be both beautifully mixed to create cocktails perfect for all occasions or simply enjoyed neat.”
Jamie’s signature Brugal 1888 serve is the Dominican Double which mixes Brugal 1888, Briotette Crème de Banane and Dry Vermouth to create a balanced, ‘nearly neat’ cocktail that showcases the elegant flavour and complexity of the double aged rum.
For further information visit https://www.brugal-rum.com/en
