New brand ambassador for Olmeca Altos and Avión tequilas

Megs Miller DeMeulenaere

Bartender Megs Miller DeMeulenaere has been announced as the new UK brand ambassador looking after Olmeca Altos and Avión tequilas.

Bringing 12 years’ bartending and drinks experience, she will work as part of Pernod Ricard UK’s BEAT team of brand ambassadors with the title of “House of Tequila” ambassador.

Created 18 months ago, the BEAT Team was devised to bring together the work of each brand ambassador and create a programme of engagement across the drinks industry. Based on the acronym of “brand education ambassador team”, it brings together brand education activities run for both trade and consumers.

Megs’ main role will be to carry out drinks and bar development and consultancy, building brand advocacy for the established Olmeca Altos brand as well as Tequila Avión which is about to be launched as an on-trade exclusive in the UK.

She will travel around the UK to spread the word about the “House of Tequila” and its accessibility by running consumer tasting sessions, bartender education, tequila category sessions and much more.

Originally from Canada, she has previously worked in education and bar-based cocktail development, customer development and training in Indonesia where she worked for Potato Head restaurants. Most recently, she was at Pond Dalston in north-east London.

Megs said: “I am so excited to be joining such a professional and experienced group of spirits experts and am especially thrilled that I can share valuable insights of my favourite drink to a wide audience.

“My love of tequila began when I had my first sip in Mexico, I was blown away by its depth of flavour – this is what inspired me to become a bartender. I wanted to learn more about spirits and as I became more educated, I got even more obsessed with tequila.”

Matt Pomeroy, brand education and ambassador manager at Pernod Ricard UK, added: “We are thrilled to be expanding our BEAT Team and, with Megan’s 12 years of experience, we know she will do an amazing job at educating trade and consumers about tequila.

“Megan’s charisma and passion for the category is invigorating, making her a great fit for the BEAT Team. Joining a credible team of expert category and spirits professionals, Megan will be a go-to source that the trade can rely on for invaluable tequila category insights.”

Created by bartenders for bartenders, Olmeca Altos Tequila was initially developed by master distiller Jesús Hernández and two leading UK drinks specialists Dré Masso and the late Henry Besant. Pernod Ricard is also growing ultra-premium Tequila Avión after buying a majority stake in the business two years ago.

Matt said: “There is huge opportunity within our premium tequila portfolio and Megan’s main job is to increase engagement and represent the variety and quality of tequila that is available now.

“Megan will be raising awareness of our Olmeca Altos and Tequila Avion portfolio, particularly how best to work with them and to build comfortability and knowledge of the category amongst trade and consumers.”

Olmeca Altos was previously looked after in the UK by Matthias Lataille who has been increasingly focused on being brand ambassador for Pernod Ricard’s Martell cognac brand.

Megs miller

Previous Bars in Bath, Edinburgh and London nominated in global awards
Next US beers come to UK with peanut butter and grapefruit