A drinks marketer and former bartender has been appointed as the new UK brand ambassador for Hendrick’s Gin.
New York-born, London-bred Sasha Filimonov has joined the team at William Grant & Sons to oversee brand activations to the trade and consumers in the UK.
Having worked in bars in Australia and New Zealand, she most recently oversaw on-trade activities at Bacardi Brown-Forman Brands for its super-premium American whiskeys.
She will particularly champion sustainability, encouraging bars to limit the use of plastics and to harness more ecological produce in recipes.
Sasha’s ideal serve is a classic Bone Dry Martini made with Hendrick’s Gin and a lemon twist, or when she wants something fresh and effervescent, she enjoys Hendrick’s Orbium – a quinine gin – topped with sparkling water and garnished with a slice of cucumber.
Riana Gallagher, senior brand manager at Hendrick’s Gin, said: “With a curious mind, a love of juniper and a penchant for the peculiar, Sasha is set to introduce more individuals to our delectable gin in odd yet marvellous ways.”
Sasha added: “Hendrick’s delightfully unique voice, clear identity and powerfulness in its subtlety – both in flavour and tone – is just peculiarly perfect for me. What an altogether delightful crusade for me to begin on, taking Hendrick’s up and down the country and enticing people into our mesmerising world.”