Finalists announced in hunt for Four Roses brand ambassador


Four Roses

Drinks company Spirit Cartel has announced the five finalists in its competition to find a new UK brand ambassador for Four Roses bourbon.

After a nationwide search within the bar and drinks trade, the finalists are Ross Kerslake, Andrew Lennie, Alex Palumbo, Benji Purslow and Ernest Reid.

They will come together for a final on April 18 at The Blues Kitchen in Shoreditch, London, to find out who will win the part-time role to educate and spread the word about Four Roses bourbon.

They will be asked to showcase their cocktail-making abilities, take part in a Four Roses quiz and present their CV to a panel of expert judges. These will include JJ Goodman, co-founder of London Cocktail Club bars, Spirit Cartel’s “consiglieri” Charles Marshall, and Spirit Cartel’s sales director David Hood.

Each contestant will be tested on their whiskey and brand knowledge as well as personality and performance. The winner will be announced on April 19, with the job starting immediately.

Charles said: “Selecting our finalists has been an extremely difficult process and the calibre of entrants is astoundingly high, which is a credit to the talent in the UK drinks industry.

“We are looking for a bourbon maverick – someone who displays passion, knowledge and an outgoing persona, who epitomises Four Roses style and elegance.

“It’s going to be a difficult one to judge but we’re confident that we will pick the right person for the job, someone who will play an essential part in our brand campaign for the future.”

As well as receiving a contract to work with Spirit Cartel and Four Roses and a competitive salary, the new UK brand ambassador will also be invited to experience an unforgettable trip to the Four Roses Distillery in Kentucky.

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