It has brought on board Cam Dawson (pictured top), Danny Murphy and Mal Spence as American whiskey specialists to support American whiskey ambassador Tom Vernon who was appointed last year.
Brown-Forman said they would focus on training to help add value to the on-trade and drive excitement around the American whiskey category, working closely with bartenders across the UK as well as with multiple pub and bar operators.
Their remit is to build appreciation, advocacy and awareness of Brown-Forman’s portfolio of premium whiskeys, including Jack Daniel’s Single Barrel, Gentleman Jack and Woodford Reserve.
Nidal Ramini, head of advocacy at Brown-Forman UK, said: “Brown-Forman is dedicated to supporting the on-trade and recognises the huge potential of the American whiskey category, which is why we have developed a team of American whiskey specialists.
“We are confident that, together with Tom Vernon, our American whiskey ambassador, the new team will help us raise awareness of our renowned whiskey brands and build advocacy amongst bartenders and consumers alike.
“The team’s combined knowledge and enthusiasm will enable them to foster appreciation for American whiskey, whilst helping Brown-Forman to reinforce the message that the Jack Daniel’s family of brands and Woodford Reserve are must-stock American whiskeys.”
Worth over £2.1billion, the whiskey category in the UK is being driven by the American whiskey segment, which is worth nearly £600million and growing at 7.7%.
Brown-Forman’s whiskeys, including Jack Daniel’s No 7, are distributed in the UK through Bacardi Brown-Forman Brands.
Mal Spence (pictured above) heads cocktail bar Kelvingrove Café in Argyle Street, Glasgow which he launched this year after three years at Glasgow’s Blythswood Square Hotel.
Danny Murphy (pictured below) is general manager of two of Liverpool’s top cocktail bars, Aloha and Berry & Rye, while Cam Dawson is a spirits and cocktail consultant based in Brighton.