Brown-Forman expands its American whiskey team

Cam DawsonSpirits company Brown-Forman has boosted its support for American whiskey with the appointment of an experienced bartender as an ambassador for the Jack Daniel’s range.

Cam Dawson (pictured) has taken on the role of American whiskey ambassador for the UK, helping to build appreciation, advocacy and awareness of the American whiskey category with a focus on Jack Daniel’s.

He will work alongside existing American whiskey ambassador Tom Vernon and a team of American whiskey specialists, running training sessions, master classes, consumer and trade tastings as well as working with bartenders on bespoke projects.

Cam, who has been working with Brown-Forman since last year as an American whiskey specialist, has nearly a decade of bartending experience in a host of bars in the Brighton area including Plateau.

He won the Jack Daniel’s Birthday Cocktail Competition in 2009 with his serve Jasper’s Jam. The final took him to Lynchburg, Tennessee – the home of Jack Daniel’s – which further fuelled his passion for the brand.

Cam said: “Jack Daniel’s was the first whiskey I ever drank, which is quite ironic for a Scotsman, and since then the brand and its heritage has been a huge passion of mine. It is therefore a great honour to be appointed as the new Jack Daniel’s ambassador at Brown-Forman.

“I very much look forward to driving awareness of the craftsmanship behind Jack Daniel’s as well as highlighting the wider opportunity the American whiskey category presents to the trade.”

The whiskey category is worth over £2.2billion in the on- and off-trade, according to figures from research groups Nielsen and CGA. Growth is being driven by the American whiskey segment, which is worth nearly £660million and growing at 12% annually.

Trends benefiting the category include premiumisation and provenance and a rise in cocktail culture, in particular all things Americana.

Brown-Forman’s team of whiskey specialists is made up of Mal Spence, who runs top cocktail bar Kelvingrove Café in Glasgow, and Danny Murphy who is involved in running Liverpool bars Berry & Rye, Jenny’s, Some Place and Aloha.

The company’s other whiskey brands include the premium Woodford Reserve range and the newly launched Old Forester bourbon.

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 are building on our team of American whiskey specialists and ambassadors.

“We are confident that along with Tom Vernon and the wider team, Cam will help us raise further awareness of our renowned whiskey brands and build advocacy amongst bartenders and consumers alike.”

“Cam, Tom and the specialists Mal Spence and Danny Murphy’s combined knowledge and passion will continue to generate appreciation for American whiskey across the trade whilst helping Brown-Forman to reinforce the message that the Jack Daniel’s family of brands and Woodford Reserve are must-stock American whiskeys thanks to their craftsmanship and popularity with consumers.”

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