BBFB announces new UK head for bartender engagement

Shervene Shahbazkhani

Bacardi Brown-Forman Brands (BBFB) has announced the appointment of Shervene Shahbazkhani (pictured) as UK head of trade advocacy to manage engagement activity with bartenders.

In her new role, she is responsible for the strategic planning and execution of bartender engagement activity for leading brands within the UK distributor’s portfolio including Bacardí rums, Grey Goose vodka and Bombay Sapphire gin.

She also manages the existing team of brand and trade ambassadors that comprise the BBFB Training Team. She will work alongside Nidal Ramini, Brown-Forman’s UK head of advocacy, to help BBFB continue to support the trade and deliver memorable brand experiences.

Shervene took up the role in July after two years as northern Europe brand ambassador for Bacardí rum. During this time, she was nominated as best international brand ambassador at the Spirited Awards at the Tales of the Cocktail festival in New Orleans in 2015 and 2014.

Before that, she was UK brand ambassador for Bacardí and started her career as a bartender, rising to general manager of leading Edinburgh bar The Voodoo Rooms.

BBFB’s previous UK head of trade advocacy, Marc Plumridge, has moved into the role of northern Europe head of trade advocacy for Bacardi.

Shervene said: “The Bacardi Brown-Forman Brands Training Team is comprised of some of the most passionate and knowledgeable people within the bar community so to be given the opportunity to lead them is a real joy for me.

“We all share the same vision and drive to provide the best support for the UK bar trade, which is why we go the extra mile and offer long-term consultancy to our accounts in addition to in-depth training.

“We are setting the bar high as we aim to build increased appreciation for our world-famous brands, support the trade and uncover new talent within the next generation of bartenders.

“As anyone who has ever met me can attest to, I am extremely passionate and dedicated to our industry, as well as the breadth and quality of the brands we have within the Bacardi Brown-Forman Brands portfolio.

“Leading the advocacy team in the UK has been a role I have aspired to for some time so I am really excited to have the opportunity to work across all our leading brands and work with some of the world’s best bars across the UK.”

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