Four Roses announces winner of UK brand ambassador role


charles marshall benji purslow

Award-winning bartender Benji Purslow has been announced as UK brand ambassador for Four Roses bourbon after being chosen through a national competition.

UK distributor Spirit Cartel launched a two-month search to fill the role, culminating in a series of challenges in front of a judging panel. With three other finalists, they had to showcase their cocktail-making abilities, take part in a quiz on Four Roses and bourbon and present their CV.

Benji, who has been a bartender for nearly 10 years and part-owns Victory Mansion bar in Stoke Newington in London, has taken on the new part-time role immediately.

Spirit Cartel director and “consiglieri” Charles Marshall said: “The quality of the finalists made it a very difficult decision for the judges to choose the ultimate winner. Benji stood out from the competition with his captivating persona as well as in-depth knowledge, ability to communicate and enthusiasm for all things bourbon.

“As this shows, we like to do things differently at Spirit Cartel, and this has allowed us to see just how much talent there is in the UK bar community.”

The role will see Benji host consumer and trade events across the country for Four Roses. He has also been invited to take a trip to the Four Roses Distillery in Kentucky later this year.

Benji said: “Four Roses bourbon is a brand steeped in heritage and craftsmanship and I’m absolutely delighted to have won the chance to play a key part in the brand’s exciting bourbon journey in the UK.

“Working together with the rest of the team at Spirit Cartel, it’s game-on to make Four Roses the most desirable bourbon in the UK, and the quality of the spirit makes that job so much easier.”

The final was held at The Blues Kitchen in Shoreditch, London, with judging by Charles with JJ Goodman, co-founder of London Cocktail Club bars, and David Hood, newly appointed “capo di capo” (and sales director) at Spirit Cartel.

The other three competing were Ernest Reid, Ross Kerslake and Alex Palumbo.

Charles is pictured left welcoming Benji to the Spirit Cartel family.

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