Diageo announces Bulleit brand ambassador for north of England

Joe Tivey

Diageo GB has announced that an award-winning bartender has been appointed as the first brand ambassador for Bulleit whiskey in the north of England.

Joe Tivey (pictured) has taken on the role after a career working in a range of top-end bars and restaurants including Michelin-starred restaurant Alimentum in his home town of Cambridge.

With a focus on the on-trade, he will visit bars in cities including Manchester, Leeds, Liverpool and Hull, working with bartenders on Bulleit awareness, advocacy and presence behind the bar.

With Bulleit Bourbon and Rye whiskeys part of the Diageo Reserve portfolio, Joe has already become an integral part of its World Class competition, supporting competing bartenders at the December semi-finals alongside the wider team of Diageo Reserve brand ambassadors.

Joe will continue to act as a mentor in this year’s competition, responsible for scoping out talented bartenders in the northern region for the May semi-finals. He will work alongside Bulleit’s UK brand ambassador, Andrea Montague.

Joe commented: “I’m very excited to be a brand ambassador for Bulleit. Both Bourbon and Rye variants are fantastically versatile, and seeing real prosperity within the booming American whiskey category.

“There is also a fascinating story behind the brand which I’ve always been passionate about. In my new role, I’m eager to share this story and build awareness of the brand’s heritage, aiding bartenders to communicate these excellent values to their customers.”

In 2013, Joe was commended for his outstanding cocktail menu at Alimentum where his bespoke serves helped bridge the gap between cocktails and food. Joe’s background also includes creating tailored training sessions on best practice, which sparked his passion for educating and inspiring the industry.

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